Issa Rae Is Now Co-Owner & The Face Of This Clean Beauty Brand For Textured Hair

Emmy-nominated producer Issa Rae has a new project in the works. On Thursday (Sept. 24), it was announced that Rae will serve as the face of Sienna Naturals and join the founder as co-owner of the brand. Rae, who regularly showcases the versatility of natural hair in her HBO series Insecure, has admired the organic vegan and nontoxic haircare line “formulated by women with textured hair for women with textured hair,” an Instagram post reintroducing the California-based brand boasts. 

Launched in 2012 by Rae’s friend Hannah Diop (who also happens to be her sister-in-law), the clean beauty brand for Black women already had a cult following among the textured hair community due to its formulations using “lightweight natural ingredients, free of synthetics, harsh chemicals or heavy oils.” Now, the brand offerings have been refreshed with “larger product sizes, more accessible price points, [and] a whole new look and whole new face”—not to mention a built-in celebrity spokesmodel already well known for rooting for everybody Black.

“I’ve known Hannah for a long time, and I got to see the brand evolve from her home. It’s expanded so much beyond that. The care and the research that has gone into this natural, safe, healthy brand, I knew that I wanted to be involved,” she explained in a statement. “We get coerced into manipulating our hair into styles not right for us or using damaging products. I have an opportunity to make hair care digestible via my sense of humor, my openness to my own hair struggle journey.”

The brand will also introduce Salon in a Box, which is packed with everything you need to make your wash day as seamless as possible.

“I have always admired Issa’s ability to bring a spark and light into a project. Issa is a trailblazer and stays true to her roots and dedication to Black creators. Her looks are authentic and she fully embraces all styles you can accomplish with textured hair,” Diop, founder/CEO of Sienna Naturals, said. “Sienna Naturals is not a company that is telling you how to wear your hair. We believe in empowering our customers to be who they really are and have a product that supports them. Issa’s ever-changing style embodies the brand’s purpose and we can not wait to take this next step with her.”