Rita Ora is breaking into the celebrity beauty brand biz. On Monday, April 1, the 33-year-old singer-songwriter announced the upcoming launch of Typebea (pronounced “Type B”), a line of “haircare for all hair types.”
“The relationship we have with our hair is so personal,” Ora wrote in the caption of her Instagram announcement. “For me it’s a huge part of my identity, creativity and confidence. Throughout my career I’ve had nearly every hair color and style. My hair has been bleached, I’ve had extensions, I’ve cut it short. But now I can say my hair is the healthiest it’s ever been. I can’t wait to share this with you!
The hitmaker provided further details about the line in a campaign video posted on Instagram. When questioned about the toll her career has taken on her hair, she quipped, “How long have you got?” She also emphasized that the line will focus on hair growth and hair health, stating, “I really wanted to help create a range and a product that feels like we’re finally prioritizing our hair in our everyday life.”
Mark your calendars: Typebea is scheduled to launch on Thursday, April 18. (You can sign up for updates here.) As announced by Business of Fashion, eager fans can anticipate a range of products, including a serum, glossing treatment, shampoo, and conditioner, all formulated to repair damaged hair.
The company is a joint venture with beauty entrepreneur Anna Lahey, founder of the marine collagen brand Vida Glow. On Instagram, she gave fans more insight into Typebea. “Almost three years in the making,” she wrote. “I can finally share @typebea, a haircare passion project that we’ve been developing behind the scenes. I’m so grateful to be on this journey with @ritaora and I cannot wait to share the official launch. #comingsoon.”
The team hasn’t yet revealed details about the ingredients, packaging, or product. However, they did share a moodboard on Instagram showcasing retro colors, luxurious combs, stylish home furnishings, and plenty of mustard tones. Naturally, the moodboard also includes numerous images of healthy hair, ranging from sleek styles to luscious curls.
Ora isn’t the only celebrity to launch a new hair company this year. In February, Beyoncé dropped her highly anticipated hair care line, Cécred. The newly launched brand boasts aesthetically pleasing products for all hair types.
In an Instagram announcement teasing Cécred, Beyoncé shared her deep connection to hair care, tracing it back to her childhood roots. “How many of you knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start by performing for clients while they were getting their hair done.”
“I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. I watched her heal and be of service to so many women. Having learned so much on my hair journey, I’ve always dreamed of carrying on her legacy.”
