Most babies don’t incite hair envy — but most babies aren’t Chanco, the new face of Pantene.

The 1-year-old with a surprisingly full head of luscious brunette locks is a bona fide internet sensation, amassing more than 330,000 followers since she first whipped onto the scene, thanks to her savvy mother, Mami Kano.

This year, she caught the eyes and hearts of hair care company Pantene, which featured her in a cute ad, plus a video about her hair-o-ing journey to iconhood.

But she’s much more than a beautiful head of hair, Chanco also is a feminist role model. Yoshiaki Okura, P&G Japan Hair Care associate brand director, tells People: “Chanco’s personality and special character matches our image for women we want to support.”