Issa Rae Is Now the Co-Owner and Face of Sienna Naturals

To re-launch a brand with bigger and better products is one thing. But to return to the game with improved offerings and a big celebrity name is a feat very few beauty brands can brag about, especially when the said celebrity is none other than Issa Rae.

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Announced today, Rae will serve as the face of the Sienna Naturals and join founder Hannah Diop as co-owner of the brand. Rae, who regularly showcases the versatility of natural hair in her HBO series Insecure, is a longtime friend of Diop's and admired Diop's dedication to creating a clean beauty brand for Black women.

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"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 humour, my openness to my own hair struggle journey."

Sienna Naturals, the eco-conscious natural hair brand beloved for its toxic-free hair care products is returning with larger product sizes, accessible price points, and updated packaging. What's more, 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.

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"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."

Sign up for the pre-launch waitlist and updates on future Sienna Natural launches here.

This article originally appeared on Harper's BAZAAR US.