Biotechnology Innovation Organization (BIO) member Amyris has launched its new haircare line for curly and natural hair, paving the way for biotech innovators and inspiring a new approach toward clean beauty.
4U by Tia, founded by actress and entrepreneur Tia Mowry, uses Amyris‘ proprietary Hemi15™ ingredient, a groundbreaking substance that nourishes and protects curly, textured hair. The ingredient is present in every one of the brand’s eight products.
Hemi15 is produced using Amyris‘ exclusive Lab-to-Market platform. Precision fermentation is leveraged in the creation of molecules that are bioidentical to those found in nature and normally derived from sources such as animals, plants, or petrochemicals. This process ensures the ingredients are sustainable and offers healthier alternatives for everyday products.
According to WWD, 4U offers a streamlined selection of need-based items in an effort to meet the demands of those with hair textures from 2A through 4C, referencing a curl-pattern range widly recognized by buyers, entrepreneurs, and industry professionals.
An innovative partnership for clean beauty solutions
According to Mowry, it wasn’t until she was an adult that she felt secure or confident enough to appreciate her natural curls. The challenge was figuring out how to take care of them.
“I grew up in a household with so many different curly hair textures, we would just find ourselves having 100 different bottles all over the place,” she explained.
Amyris will be operating the brand as part of its clean beauty portfolio of brands, and 4U will be sold in over 2,800 U.S. Walmart retail stores, Walmart.com, and 4UbyTia.com.
Walmart Beauty Merchants Danélle Jackson-Howard and Lynn Nestor say the addition of 4U to the chain’s assortment furthers Walmart’s goal of providing “a modern haircare line enriched with innovative ingredients at a compelling price point.”
“Tia identified a need to simplify her hair journey which blossomed into her codeveloping amazing products for the wavy, curly, and coily customers,” they said.
The Mowry and Amyris partnership hopes to promote acceptance and awareness of natural haircare among the public and those with textured hair, said WWD.