February 17th 2025.
The highly-anticipated launch of Issa Rae and Hannah Diop's clean haircare brand, Sienna Naturals, finally arrived on Monday, Feb. 10. The founders describe this milestone as a "dream come true," and it's not hard to see why. The Black-owned, award-winning, clean beauty brand officially made its debut in 178 Sephora stores nationwide, with plans for even more locations to come later this year. After seven years in the making, Diop and Rae are overjoyed to introduce the beauty world to a revolutionary plant-based haircare solution for textured hair.
Diop, the pioneer of H.A.P.I. (Healthy, Authentic, Plant-Based Ingredients) haircare, founded Sienna Naturals out of frustration with the lack of high-quality, holistic products available for textured hair. She developed the line and later welcomed Issa Rae as a Co-Founder. Together, they have created a plant-based haircare line that caters to the needs of textured hair, such as combatting dryness, promoting growth, repairing damage, enhancing curl definition, and soothing scalp sensitivities. Their focus on hair health from the root sets them apart from other brands in the industry.
The successful soft launch of the D.N.A. Scalp Serum on Martin Luther King Jr. Day via the Sephora app was just a taste of what was to come. Now, Diop is excited to expand the full product line to Sephora's online store and select locations nationwide. According to Diop, "This is a dream come true. It is truly a testament to the power of hard work and perseverance." She recalls a text message from 2018, where she was urging Issa to take the brand to Sephora. Now, that dream has become a reality.
Issa has been a key figure in elevating Sienna Naturals, using her platform to passionately advocate for the brand and seamlessly incorporating the products into her daily hair care routine. Her commitment to clean, effective haircare has brought even more visibility to the line, making it a go-to for those seeking healthier, plant-based solutions. She raves about her personal favorites, the Dew Magic Leave-In Conditioner and Dream Curl Cream, which she uses every day to maintain her curly hair.
The launch of Sienna Naturals at Sephora aligns with recent research that exposed the presence of hazardous toxic chemicals in nearly 80% of beauty products marketed to Black women. Hannah Diop emphasizes the industry's focus on controlling textured hair, rather than nurturing its health, and she aims to shift that narrative. She believes that proper care leads to better manageability, which is why Sienna Naturals focuses on nurturing and nourishing hair through plant-based ingredients.
"We've been able to find these plant-based alternatives to a lot of the harsh chemicals or chemicals that are known to cause harm," says Diop. "In some cases, these chemicals can even lead to endocrine disruption and cancer. That's why it's so important for us to bring these natural solutions to the market." With their plant-based approach, Sienna Naturals is paving the way for a healthier and more sustainable beauty industry.
The in-store debut at Sephora follows another significant moment for the brand. At this year's Fifteen Percent Pledge Gala, Issa and Hannah were honored with the second annual Sephora Beauty Grant, a $100,000 award that recognizes outstanding Black-owned beauty brands and supports their continued growth. This recognition further solidifies Sienna Naturals' place in the beauty industry and their commitment to providing clean, plant-based haircare for all.
Shoppers can now find Sienna Naturals products in the 'Curly, Coily, and Textured Hair' section at 178 select Sephora locations. The full product line is also available for purchase online through Sephora. As Issa Rae continues to make waves in various industries, her partnership with Hannah Diop and Sienna Naturals is proof that she is dedicated to uplifting and supporting Black-owned businesses. Together, they are making a mark in the beauty world and inspiring others to do the same.
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