Tia Mowry Launches 4U by Tia Haircare Exclusively at Walmart
Amyris, a sustainable biotech company and Tia Mowry have joined forces to launch a new haircare line available exclusively sold in over 2,800 Walmart retail stores in the U.S. and on 4ubytia.com.
“Amyris is continuing to disrupt the beauty industry through our collaboration with Walmart and Tia Mowry. 4U by Tia is a new, clean haircare line that expands the accessibility of clean beauty offerings to customers at affordable prices,” said John Melo, President and Chief Executive Officer of Amyris. “This is Amyris’ fifth consumer brand to launch in Walmart stores and our deepest collaboration to date. 4U by Tia furthers our goal of democratizing sustainability combining Tia Mowry’s vision, Amyris’ Lab-to-Market technology platform, and Walmart‘s commitment to innovation.”
The brand is launching with a full line of eight products formulated for 2A to 4C (curly) hair, all of which contain Amyris’ patented Hemi15TM, a breakthrough ingredient that nourishes and protects textured hair. The line is 100% vegan, silicone-free, sulfate-free and paraben-free.
“Tia identified a need to simplify her hair journey which blossomed into her co-developing amazing products for the wavy, curly and coily customers,” said Danélle Jackson-Howard and Lynn Nestor, Walmart Beauty Merchants. “Adding 4U by Tia to our assortment supports our strategy in delivering a modern haircare line enriched with innovative ingredients at a compelling price point.”
Hemi15 is created using Amyris’ proprietary Lab-to-Market platform, which leverages precision fermentation to create molecules that are bioidentical to those found in nature and traditionally derived from finite sources (including animals, plants, or petrochemicals) to create sustainable ingredients and provide better, healthier options for the products people use every day.
“4U by Tia elevates natural hair care with high-performance products that are efficacious, safe, and better for people and the planet,” said Tia Mowry. “Family, wellness, and inclusivity are important to me and 4U by Tia promotes all of these values. Everyone should have access to leading haircare products formulated with ingredients they can pronounce. Through this collaboration with Walmart and Amyris, we are giving consumers better choices and products that are straightforward, easy to use, and developed with health and sustainability in mind.”
I have 15 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a speaker, consultant and former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.