Founded by actress and entrepreneur Tia Mowry, 4U by Tia will be sold at more than 2,800 Walmart retail stores, Walmart websites and consumer websites in the United States. Amyris will operate the brand as part of the brand’s Clean Beauty portfolio.
The brand will launch with a full line of eight products formulated for 2A to 4C (curly) hair. All of these products contain Amyris’ patented Hemi15 to nourish and protect textured hair. This line is 100% vegan, silicone free, sulfate free and paraben free.
Amyris President and CEO John Melo said: “This is Amyris’ fifth consumer brand to launch in Walmart stores and the closest collaboration to date. The platform, combined with Walmart’s commitment to innovation, will advance our goal of democratizing sustainability.”
“4U by Tia enhances natural hair care with high performance products that are highly effective, safe and better for people and the planet,” said Tia Mowry. “Family, health, and inclusion are important to me, and 4U by Tia drives all these values. Everyone should have access to leading hair care products formulated with ingredients they can pronounce. Through this collaboration with Amyris, we are providing consumers with a better choice: products that are simple and easy to use and have been developed with health and sustainability in mind.”
