Tia Mowry debuts textured hair care brand 4U by Tia in partnership with Amyris

31 Jan 2023 --- Californian biotech company Amyris has launched 4U by Tia, a natural hair care line co-developed with Tia Mowry – actress, daytime talk show host and 4U brand founder. It features Amyris’ “breakthrough” moisture locking ingredient coined as a plant-based alternative to silicone in hair products.

“4U by Tia is committed to redefining textured hair care with science-backed, high-performance curl care that works beautifully without harming your health or the planet,” states Amyris.

The new brand has unveiled a line of eight products designed to “simplify the natural hair care journey” and enhance curls. Formulated for 2A to 4C hair, 4U is designed for curls, coils and waves with clean label ingredients.

“With Tia’s vision, we have worked closely together to better understand consumer needs and insights to ensure we were creating something unique that sets us apart in the market,” says Karima McDaniel, president of 4U by Tia.

“We want to give consumers better choices,” she continues. “And that’s what 4U by Tia provides for the textured hair market: quality products that are not only straightforward to use but also developed with the health and safety of the environment in mind.”

4U by Tia’s hero ingredient Hemi15 is marketed as a proprietary silicone alternative based on hemisqualane (Image credit: 4U by Tia).Hero ingredient formula
4U by Tia is the latest hair care brand to formulate with Amyris’ patented Hemi15, dubbed a “breakthrough ingredient for textured hair” that locks in moisture and nourishes hair. The line will be made available through Walmart in the US.

“Not only is it clinically validated, but it is also vegan, silicon-free, sulfate-free, paraben-free and cruelty-free,” highlights Amyris.

Hemi15 is marketed as a silicone alternative based on hemisqualane. Silicone has long been used as an essential ingredient in personal care for myriad applications, but silicone’s benefits haven’t come without consequence – silicone has now been found to linger in the environment and negatively affect hair and skin health.

Amyris introduced Hemisqualane to the market in 2021. The plant-based ingredient is touted as more sustainable and “superior” in terms of performance. Hemisqualane is the hero ingredient in Amyris’ clean hair care brand, JVN, launched in partnership with Queer Eye host Jonathan Van Ness.

While it is widely known that excessive use of silicone products can enhance silk smooth hair textures, they can also lead to dry, brittle and dull hair.

“Hemisqualane is revolutionizing hair care by not only improving the smooth quality of the hair, but actually nourishing it from within the hair shaft,” details Amyris. “Hemisqualane is able to penetrate the hair shaft to provide weightless nourishment that improves manageability, reduces frizz and preserves color.”

“Hemisqualane adds softness, slip, shine and bounce, all while supporting consumers’ long-term hair health.”

Greener than silicone
From an environmental perspective, silicones are not biodegradable, which means they persist in waterways, oceans and even wildlife and leave lasting damage on these fragile ecosystems.

Certain silicones like cyclomethicone have even been restricted and classified as a toxic “Substance of Very High Concern” by the EU and many beauty brands and retailers have banned it entirely. 

While these silicones have yet to be banned on a global scale – including in the US – the EU’s ban has led to greater consumer concern around these ingredients and their effect on people and the planet.

Hemisqualane’s manufacturing is based on Amyris’ proprietary fermentation technology to design yeast that when brewed with sugarcane (Image credit: Adam Rindy).Hemisqualane’s manufacturing is based on Amyris’ proprietary fermentation technology, which the company maintains is “significantly more sustainable, traceable and renewable” than silicones that are derived from petrochemicals. 

This manufacturing process reduces carbon emissions compared to legacy processes and in a facility that uses bagasse – the leftover sugarcane fibers – to supply energy to its fermentation plant. 

“Hemisqualane is non-toxic and biodegradable, meaning it won’t persist in the environment when washed down the drain, endangering waterways and aquatic life,” details Amyris.

Textured revolution
Textured hair is beginning to be celebrated more openly in pop culture and at home, McDaniel highlights. “But, more than ever, natural hair consumers seek products to enhance rather than hide their curls.”

In recent developments, Myavana launched an AI-based platform catering to textured hair analysis. This tool allows users to take a close-up image of their hair for an analysis of the strands to conveniently determine the right products to use.

Earlier this month, Procter & Gamble Beauty added Mielle Organics to its portfolio of brands, citing intentions of making hair products and services for consumers with textured hair more accessible. The brand caters to a demographic of mostly Black consumers and was at the center of TikTok controversy after it became popular among a broader diversity of shoppers, leading to shortages of its product.

Last June, the CROWN Act – which stands for Creating a Respectful and Open World for Natural Hair – was signed into law in the US states of Maine and Tennessee. It was formed to end discrimination on “race-based hairstyles.”

By Benjamin Ferrer