The above photo is an upcoming sneak peek of the ad campaign for Kate Hudson’s new eco-friendly hair line. Hudson recently headed to Africa with famed photographer Peter Lindbergh to shoot the ads — which included some buddy time with cheetahs and lion cubs. 10 percent of all sales will be donated to animal organization WildAid. Said Hudson of the her new business venture, “I really have a thing about natural product. It’s very difficult to make things that are completely organic and sustainable. David and I got so excited about making something like that. Making something conscious and making it good.”

For more photos from the shoot here.