Rita Ora is truly in her style and beauty titan era. Hot off yet another (and extremely affordable) clothing collection collaboration with retailer Primark, the British singer has also just announced her first ever haircare line called TYPEBEA.
As Hypebae reports, in partnership with Anna Lahey of Vida Glow, the brand is said to be the solution to the challenges Ora’s faced throughout her hair journey, specifically in reversing years of damage from excess use of heat and styling during her music career. “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.”
Both Lahey and Ora believe that there’s a deep and personal connection between hair and self-confidence and hope that TYPEBEA will be the silver lining for those struggling in their haircare journeys. The brand aims to “redefine your relationship with your hair, no matter its type,” meaning it’s formulated for straight tresses, waves and curls alike.
Ora explains that she wants to help people fall in love with their hair again while providing a range of products that have been clinically proven to aid in hair growth. Three years in the making, TYPEBEA will officially launch on April 18 on the brand’s website.
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