The 33-year-old has created the new line, called TYPEBEA – pronounced “Type B” – with Australian beauty entrepreneur Anna Lahey. Lahey is the founder of popular high-end supplement brand Vida Glow, that has a range of marine collagen powders and capsules for skin, hair and nails.
“I’m so excited to finally announce a huge passion of mine, TYPEBEA high-performance haircare for all hair types,” Ora shared to her 16.1 million followers on Instagram.
Without revealing exactly what the line would entail, the pop star, who is married to Kiwi director Taika Waititi, explained how her hair was the perfect test subject, given how much she has put it through.
“The relationship we have with our hair is so personal,” she said. “For me it’s a huge part of my identity, creativity and confidence. Throughout my career I’ve had nearly every hair colour and style.”
A feature on industry website Business of Fashion shared more details, revealing TYPEBEA will launch on April 18, with a serum, glossing treatment, shampoo and conditioner all geared towards repairing and growing damaged hair.
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The brand launched onto social media soon after Ora’s announcement with Instagram, Facebook and TikTok accounts. A clip showed Ora and Lahey behind the scenes of a photoshoot for the brand, featuring models with different hair textures.
“Wow. The toll my career has taken on my hair. How long have you got?” Ora says in the clip. “I really wanted to create a range and a product that feels like we’re finally prioritising our hair in our everyday life.”
On Lahey’s personal Instagram, a video revealed the pair at an office marked with the Sephora logo, potentially a hint about where the products might be available in the future.
Ora is the latest musician to launch a haircare range, following closely behind superstar Beyoncé who has a new range called Cécred. her line includes eight different products, including a Clarifying Shampoo and Scalp Scrub, Moisturizing Deep Conditioner, Moisture Sealing Lotion, a Nourishing Hair Oil and more.
