Actress Tia Mowry Launches Clean Haircare Line at Walmart

"Sister, Sister" and "Twitches" star Tia Mowry launched a clean haircare line exclusively at Walmart in March. Manufactured by synthetic biotechnology company Amyris, 4U by Tia comprises eight SKUs designed for curly hair. Priced between $9.99 and $10.99, they include clarifying shampoo, curl defining gel and moisturizing conditioner. The line is sold at 2,800 Walmart stores, on Walmart.com and direct-to-consumer through 4UbyTia.com. In stores, an endcap display depicting Mowry notes that the brand is vegan and free from sulfates, silicone and parabens. The brand also has a showcase within Walmart.com and is spotlighted on the mass merchant’s Black-owned beauty brands page. "4U by Tia elevates natural hair care with high-performance products that are efficacious, safe, and better for people and the planet," Mowry said in a news release. "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." Facebook and Instagram updates from Mowry show off the in-store display and plug Walmart’s “Beauty Glow-Up Event.” The second annual sale ran March 30 to April 21 and was also promoted with a banner ad on the 4U by Tia showcase, a home page display ad and sponsored blog posts. Walmart promised discounts of up to 25% on hundreds of brands including L’Oreal’s Maybelline New York, Johnson & Johnson’s Neutrogena and Walmart-exclusive Hairitage. "Amyris is continuing to disrupt the beauty industry through our collaboration with Walmart and Tia Mowry,” John Melo, Amyris president and chief executive officer, said in the release. “4U by Tia ... expands the accessibility of clean beauty offerings to customers at affordable prices. 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."

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