Issa Rae has landed a deal with a major retailer.
As AFROTECH™ previously reported, Rae joined forces with Hannah Diop’s Sienna Naturals in 2020, becoming a co-founder of the haircare line focused on Afro-textured hair. Per its website, Sienna Naturals uses Rooted Technology in its formulations to restore hair health beginning with the scalp.
“It is our clean technology promise to our textured hair community. The result is a clean haircare formula with performance superior to that of conventional haircare,” the company website mentioned.
Now, the company will be able to reach more individuals in the textured hair community after securing a deal with Sephora to sell its products on the cosmetic retailer’s online store, a press release sent to AFROTECH™ mentioned.
“We are excited to partner with Sephora to make Sienna Naturals even more accessible for consumers,” said CEO and co-founder Diop, per the press release. “Our mission is to empower everyone to embrace their natural hair with products that not only perform but also prioritize the health of our customers.”
Beginning July 16, 2024, Sephora.com will carry the following Sienna Naturals products: Hydrating H.A.P.I Shampoo ($28, 11 oz.); H.A.P.I. Hydrating & Frizz Control Untangled Conditioner ($32, 11 oz.); Dew Magic Hydrating Anti-Frizz Leave-In Conditioner ($28, 11 oz.); Plant Power Damage Repair Strengthening Hair Mask ($34, 8 oz.); Curl-Enhancing Dream Hair Curl Cream ($32, 6 oz.); Curl-Enhancing Dream Curl Hair Mousse ($30, 8 oz.); Mini Hydrating and Detangling Hair Ritual Set ($35); Mini Damage Repair Strengthening Hair Ritual Set ($35); Daily Elixir Scalp Treatment Oil ($32, 3 oz.); Lock & Seal Hair Oil Split End Treatment ($32, 3 oz.); and the Curl Elixir Anti-Frizz Leave-In Conditioning Spray ($30, 11oz.).
“From the start, Hannah and I have championed clean, effective ingredients that prioritize the well-being of textured hair,” Rae said, per the press release. “We’re excited to continue to build on our relationship with Sephora to empower everyone to embrace their natural selves with products that are rooted in real, intentional care.”
