Sienna Naturals, fronted by Issa Rae, launches on Sephora.com

In March, Sienna Naturals, the “clean” hair-care brand focused on textured hair, announced Issa Rae as its co-founder and a face of the brand. The brand launched in 2013 and Rae quietly became a co-owner in 2020. It wasn’t until this year that she became more visible in her role, appearing in a brand campaign. Rae is the sister-in-law of Sienna Naturals founder Hannah Diop.

Now armed with Rae’s star power, Sienna Naturals aims to tackle retail on a larger scale. After selling at Credo Beauty, Erewhon, Thirteen Lune and Nordstrom, in addition to its own direct-to-consumer site, it expanded to Sephora’s e-commerce site on Tuesday.

“Sephora has a history of coming in at an early stage with brands or [taking on] brands that are newer to the market. But, in our case, the timing feels right for us,” Diop told Glossy.

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