Sephora Accelerate: Sienna Naturals
The Story
The first brand of the Sephora Accelerate program is Sienna Naturals, a haircare brand focused on nourishing textured hair without using harsh chemicals and other artificial additives. The brand was founded by Hannah Diop and co-founder Issa Rae, who was originally Diop’s product tester and sister-in-law. The pair had been friends for years and Rae would constantly check in on Diop, who had been researching for her products ever since 2012.
Diop piqued Rae’s interest, getting her to become a co-owner in 2020, furthering the name of the brand, and aiding in spreading the word. In an interview with Coveteur, Dipo elaborated on her need to create a holistic, wellness-based beauty brand.
“My family was very nature-inclined, so I had a lot of allergies and sensitivities as a kid, and I would see a naturopathic doctor in addition to traditional Western Doctors,” Diop said. “I also had acupuncture, I had chiropractic care, I had the naturopath and massage therapy. My mom’s approach to health care was very holistic, but that of course trickled into our everyday lifestyle.”
Diop then recalled something that directly inspired her work with Sienna Naturals. When shopping at natural grocery stores, her mom would also buy beauty and other personal care items from these markets. When Diop would go home with her freshly purchased natural shampoo, she had difficulties brushing her hair afterward.
“That sent a message to me that there must be something wrong with my hair type. So the fact that there wasn’t an offering for me really stuck with me.” This constant in her childhood life stuck with Diop as she grew and started developing Sienna Naturals. As someone who had suffered from eczema, she understood that complex ingredients and even more complex formulas could agitate a consumer’s scalp and cause more harm than good. Diop wanted to make something gentle yet efficient.
She was originally inspired when she went to Whole Foods with her at the time pregnant sister, who couldn’t find any products that would be safe for her to use. Diop felt upset that the beauty industry hadn’t advanced as far as she thought it needed to, and originally worked to create a product that could be used with pregnant women and their children.
Upon further research, Diop wanted to cut out cancer-causing chemicals and create clean products that would bring about confidence in consumers. When she began to develop formulations for her products, she would meet with her chemist every Saturday in the kitchen of her NYC apartment and ask an abundance of questions to ensure that the ingredients would be perfect for their cause. “I call myself the Chief Foraging Officer at Sienna Naturals,” Diop said. “I love to go and talk to the chemists at these various chemical and natural companies bringing raw materials and ingredients to bear that are innovative.”
Rae & Diop (Photo From Sienna Naturals Website)
When speaking to Allure in 2020, Issa Rae also offered some insight into Sienna Naturals. She discussed the need to focus on ingredients and really understand what each one does to your hair and scalp.
“I think ingredients are so important, specifically thinking about how the past products that I've used have all been primarily focused on styling,” Rae said. “I think with Hannah, who has become a major hair nerd, in crafting this product making sure that it's safe, healthy, and vegan. Even in conversations with her, you feel comfortable knowing that (you are) actively taking care of your hair as opposed to just experimenting.”
In the end, Rae thinks that the products the duo has created perfectly fit into her lazy haircare lifestyle, providing her with the flexibility to style and nourish her hair.
In terms of the Sephora Accelerate program, Diop will be the one pushing through with her personalized team. Diop will improve her knowledge of how to run the business and most likely regroup with Rae and figure out how to improve their strategies.
The Products
When taking a look at the wide range of offerings that Sienna Naturals provides, it is clear to see that the clean ingredient concept that Diop and Rae mentioned is very much apparent in everything sold. Every product is vegan, salon tested, dermatologist tested, and responsibly sourced. The company offers products for many types of textured hair, each with their own concerns and specialized support. The brand’s bestsellers offer up products anyone can use.
Plant Power Mask:
This 6 in 1 mask can be used on any hair and works to repair and protect hair from damage, improve shine, hydration, reduce frizz, strengthen the hair, and negate the effects of UV light exposure while preventing more. Consumers should use it 1-4 times a month to keep hair healthy.
Dew Magic:
This leave-in conditioner is one of Rae’s top picks and is something she throws in when she has a busy day but needs hydration. This formula is ultra-hydrating for parched strands but does so without weighing it down and reducing the naturally bouncy volume of curls.
Dream Curl Cream:
Sienna Naturals claims this is the first dermatologist tested curl cream with no white cast or silicones. The cream has a patented Plant Cellulose Complex to to revive dull curls, and Curl Memory Technology to help bring back a consumer’s natural curl pattern while enhancing the hair itself. Similar to the Dew Magic leave-in, it won’t weigh the hair down when hydrating it.
The Conclusion
All in all, Diop and Rae have done a great job creating a clean haircare company that works to better textured hair over time. The company stands to help bring women of color confidence in their hair, the exact thing that Sephor claimed they were looking for. If you’d like to learn more about the brand or buy some of the products, you can head to Sienna Naturals’ website and take their hair quiz to find your perfect match, or just explore what it has to offer.
