Sienna Naturals introduces co-founder Issa Rae as the face of the brand in new campaign

On Tuesday, plant-based hair-care brand Sienna Naturals released the first in a series of videos for its new “Rooted in Real” campaign, featuring Issa Rae, the actress, writer, producer and co-founder of the brand. The focus of 13-year-old Sienna Naturals, originally founded by Hannah Diop, is repairing hair health from the root, starting with the scalp. Rae joined as co-owner of the brand in 2020.

The one-minute short, which launched on the brand’s Instagram and TikTok, features Rae getting “real” about the frustration many consumers with textured hair face during wash day. “The Rooted in Real campaign isn’t just about products; it’s about a movement — one that champions authenticity, wellness and the beauty of diversity,” Rae said.