Tia Mowry launches hair care line
4U by Tia, a new haircare brand founded by actress and entrepreneur Tia Mowry, is landing exclusively at Walmart.
Part of the Amyris family of brands, 4U by Tia features eight products formulated for 2A to 4C curly hair, all of which contain Amyris' patented Hemi15, an ingredient that nourishes and protects textured hair. Products from the initial launch include Curl Defining Curl, Multiuse Hair Oil, Leave-In Curl Cream and more.
The line is 100% vegan, silicone-free, sulfate-free and paraben-free, and will be found at over 2,800 Walmart stores nationwide as well as online.
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"4U by Tia is a new, clean haircare line that expands the accessibility of clean beauty offerings to customers at affordable prices," said John Melo, president and CEO of Amyris. "This is Amyris' fifth consumer brand to launch in Walmart stores and our deepest collaboration to date. 4U by Tia furthers our goal of democratizing sustainability combining Tia Mowry's vision, Amyris' Lab-to-Market technology platform, and Walmart's commitment to innovation."
Hemi15 was created using Amyris' proprietary Lab-to-Market platform, which “leverages precision fermentation to create molecules that are bioidentical to those found in nature and traditionally derived from finite sources (including animals, plants, or petrochemicals)” to create sustainable ingredients and products.
"4U by Tia elevates natural hair care with high-performance products that are efficacious, safe, and better for people and the planet," said Mowry, known for her roles on “Sister, Sister” and “Tia & Tamera.” "Family, wellness, and inclusivity are important to me and 4U by Tia promotes all of these values. Everyone should have access to leading haircare products formulated with ingredients they can pronounce. Through this collaboration with Walmart and Amyris, we are giving consumers better choices and products that are straightforward, easy to use, and developed with health and sustainability in mind."
This story originally appeared on Store Brands.