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[Tia Mowry bravely navigates the bustling streets of New York City, making her way to Tatiana, Chef Kwame Onwuachi’s esteemed Caribbean restaurant. The establishment is notorious for its scarcity of reservations, attracting a flock of journalists, influencers, and hair care experts. Tia’s presence exudes a contagious lightness, complemented by her newly adorned pixie cut, with delicate baby hairs groomed and secured by a shimmering pearl clip. Renowned for her roles in “Sister, Sister,” “The Game,” “Family Reunion,” and her carefree TikTok videos, Tia has embarked on a new venture as the latest celebrity to launch her own hair care brand: 4U, a line dedicated to natural hair. In collaboration with Amyris, a biotechnology company, Tia introduced 4U to the world in January, driven by her desire to create a range of products that are safe, sustainable, and affordable, a quest that arose from her own struggles with finding suitable hair care solutions in the market.
Tia reflects upon her complex relationship with her hair, which has not always been a healthy one. As a child star, she vividly recalls the immense pressure to conform to Eurocentric beauty standards. In her twenties, alongside her twin sister Tamera, Tia began consistently straightening her hair for their roles in “Sister, Sister,” as they believed this was the sole route to feeling attractive at the time. However, Tia stumbled upon a movement on Instagram that resonated with her deeply—a movement where brave and confident women embarked on the liberating journey of the “big chop,” rejecting societal expectations and embracing their natural curls. Inspired, Tia knew it was time for her own transformation.
In 2012, Tia embarked on a new chapter, unearthing her authentic self through her hair. However, this newfound freedom brought forth a new challenge—finding products that catered to her unique hair needs. Throughout her expedition, she discovered that many products marketed as “natural” or “clean” for Black hair were, in fact, not. As a new mother and with a new perspective on what she consumed, Tia refused to compromise the holistic aspect of hair care. She desired to create a range of high-performing hair care products with safe, clean ingredients that would also be environmentally-friendly and affordable. Tia pondered, why couldn’t such a line exist? With these guiding principles in mind, 4U was born.
Tia passionately celebrates the launch of 4U, recognizing the crucial role representation plays within the hair care industry. She comprehends the power and impact of representation and believes it to be one of the primary motivations behind her line. Tia understands the necessity of providing opportunities and a platform for those who have been historically underrepresented. This realization strengthens her commitment to this industry.
The creation of 4U is deeply rooted in accessibility, a concept that holds immense significance to Tia. With individual products priced between $10.99 and $11.99, and bundle packages ranging from $39 to $58, Tia envisions her brand to be inclusive and attainable for all.
Earlier this year, All Things Hair, an Unilever platform, conducted a hair inequality survey, revealing that Black women often spend more on hair care compared to their counterparts. Additionally, Treasure Tress, a UK-based hair care subscription-box company, shed light on the “hidden texture tax” and the inflated prices of products catering to women with tighter curls and coils.
For Tia, accessibility is not just a buzzword; it’s a core value that she upholds in the creation of 4U. She recognizes the existing disparities within the industry and aims to bridge the gap, providing an affordable option without compromising quality.
Tia’s recent haircut isn’t solely about embracing her natural curls; it symbolizes her journey of self-discovery and acceptance. In this new phase of her life, Tia finds herself in a profound process of understanding and embracing her true self. Following her divorce from Cory Hardict after 14 years of marriage and the birth of two children, Cree and Cairo, Tia shared with Hello Beautiful that she found the courage to present her authentic self to her children, an influential factor in her decision to divorce.
Tia reminisced about a conversation with a friend that profoundly impacted her as she embarked on this journey of self-discovery. He challenged her to consider, “Who are you if you are not a mother? Who are you if you are not an actress? Who are you if you are not?” Tia confesses that she struggled, feeling lost under the weight of societal expectations. Although acting was a lifelong passion, Tia never had the opportunity to fully explore her identity beyond these roles, especially in the context of motherhood.
Tia acknowledges the immense pressure women face from external factors, which often coerce them into conforming, even at the expense of their own truth. Her primary goal is to break generational cycles and inspire other women in their pursuit of peace and authenticity. Tia firmly believes that peace and contentment are achievable in the present, without waiting for an ethereal destination.
Her recent haircut symbolizes the dawn of a fresh start, prompting her to discover the answers to those existential questions. Tia views this phase as an era of rediscovery, as she unveils her authentic self. Every step she takes is intentional and guided by radical honesty, as she unearths her inner truth. Although this voyage necessitates unpacking and unlearning, it has also been profoundly rewarding and tranquil.
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