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With many celebrities announcing makeup lines and brand collaborations, consumers (myself included) often wonder which lines are actually authentic. Often, it can feel like a celebrity has no real connection to the brand or product they seek to share with the world. However, Issa Rae‘s new step into beauty feels very on-brand, if I do say so myself.
The actor and star of HBO’s “Insecure” just became the new face of Los Angeles-based, clean textured haircare brand, Sienna Naturals. If you think that is cool, it gets better. According to WWD, Rae acquired an equity stake of undisclosed size in the company. So not only is she the face of the brand, but she also shares ownership with brand founder and CEO Hannah Diop.
Can we talk about boss moves?
Rae knew Diop long before becoming co-owner of Sienna Naturals, watching the brand come-up from humble beginnings, she told WWD.
“[Diop and I] have known each other for a long time, and I got to see the brand evolve from her home. It’s expanded so much beyond that,” Rae said. “The care and the research that has gone into this natural, safe, healthy brand — I knew that I wanted to be involved.”
The “care and research,” as Rae explains, comes down to the brand’s clean approach to formulation. This approach is a major plus in the Black haircare market, which often produces products with ingredients not optimized for Black hair health.
“We get coerced into manipulating our hair into styles not right for us, or using damaging products. I have an opportunity to make hair care digestible via my sense of humor [and] my openness to my own hair struggle journey,” Rae said. “I want people to be unashamed to have questions or still be unsure as I am about my hair.”
A post shared by Sienna Naturals (@siennanaturals) on Sep 22, 2020 at 3:00pm PDT
Rae’s approach to sharing her haircare regimen is one of authenticity and transparency, which is refreshing in today’s market where everyone wants to appear as an expert in their field. Plus, it’s a relatable.
For many Black women, in particular, we often concoct our own hair formulations to work with our tresses. In fact, many of us are in a constant state of learning and re-learning our hair needs and what our locks like, which is part of what Rae hopes to encourage.
“Ingredients-wise, I am pretty versed, but I would like to become more well versed with what each ingredient does specifically. I’m coming at it as a novice, and I will actively be on this journey with the women who use these products,” she said.
While you wait for new product launches from Sienna Naturals, check out these top picks from the brand to get acquainted with the Issa-approved line.
Shop: Untangled Softening Multivitamin Conditioner, $20
Credit: BLK GRN
Ingredients: Patauá oil, baobab oil, aloe vera, slippery elm extract, marshmallow extract.
Contains: Baobab fruit protein, pea protein, patauá oil and murumuru butter
With: Baobab oil, aloe vera, vitamin E, amino and fatty acids, vegetable glycerin, vitamins and antioxidants.
Ingredients: Balsam copaiba resin, Brazil nut seed oil, grape seed oil, Brazilian patauá fruit oil, baobab seed oil, coconut oil, natural vitamin E, essential oil blend.
If you liked this article, check out some of our favorite beauty buys from the Nordstrom Anniversary Sale.
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