Issa Rae has teamed up with hair care brand Sienna Naturals

'The care and research that has gone into this natural, safe, healthy brand, I knew that I wanted to be involved,' said Rae

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Issa Rae, the creator and star of the Emmy-nominated HBO series, Insecure, has teamed up with Sienna Naturals CEO, Hannah Diop to expand the brand’s customer base and create a new collection of hair care products.

Issa Rae attends the world premiere of “The Photograph” at SVA Theater on February 11, 2020 in New York City. (Photo by Steven Ferdman/Getty Images)

“I think hair has always been a part of the conversation for me, and it’s been such a huge part of my identity,” Rae told Allure in a phone interview.

Although Insecure is known for its beautiful display of natural hairstyles, Rae said that she never really felt qualified to speak on it as someone who isn’t a professional and who can be somewhat of a “lazy” natural.

Read More: Issa Rae, HBO partner for Black TV history documentary

But it was the filmmaker’s familiarity with Diop’s brand of products and her desire to get into the hair care business that motivated her to get involved in this new venture.

“I’ve known Hannah for a long time, and I got to see the brand evolve from her home. It’s expanded so much beyond that. The care and research that has gone into this natural, safe, healthy brand, I knew that I wanted to be involved,” Rae said in a statement.

“We get coerced into manipulating our hair into styles not right for us or using damaging products,” Rae continued. “I have an opportunity to make hair care digestible via my sense of humor, my openness to my own hair struggle journey.”

Diop said in a statement, “I have always admired Issa’s ability to bring a spark and light into a project. Issa is a trailblazer and stays true to her roots and dedication to Black creators. Her looks are authentic and she fully embraces all styles you can accomplish with textured hair. Issa’s ever-changing style embodies the brand’s purpose and we cannot wait to take this next step with her.”

Read More: Coronavirus is affecting Black haircare businesses, vendors say

Eco-conscious and heralded for its toxic-free, clean ingredients, Sienna Naturals is being rebranded with larger product sizes, accessible price points and updated packaging.

Additionally, the brand will introduce “Salon in a Box,” which is packed with everything needed to ensure a wash day that is as seamless as possible.

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