I Run This: Tia Mowry
TiaMowrybounces through the aisles of New York’s Tatiana, the popular Caribbean restaurant from Chef Kwame Onwuachi, where it’s nearly impossible to get a reservation. She’s greeting the journalists, influencers and hair care professionals who’ve filled the dining room. She has an infectious levity about her, accentuated by her new pixie cut with her baby hairs laid and a pearl-encrusted clip securing her tresses back.
The actor, known for “Sister, Sister,” “The Game,” “Family Reunion,” carefree TikTok videos and too many projects to name, is the latest celebrity to launch her own hair care brand: 4U, a line for natural hair. Backed by biotechnology firm Amyris, Mowry launched 4U in January with the intention of creating a line that was safe, sustainable and affordable after having challenges finding products on the market that worked for her.
Mowry said her relationship with her hair hasn’t always been a healthy one. As a child star, she recalled feeling the pressures of trying to fit into Eurocentric beauty standards heavily. She said when she and her twin sister, Tamera, entered their 20s is when they began straightening their hair more consistently on “Sister, Sister,” as they believed that was the only way to “feel sexy” back then.
“I would straighten my hair, I would put my hair in extensions, and I damaged my hair,” she told HuffPost. “I saw this movement on Instagram and I saw all these women doing the big chop.” They were like, ‘We are done with trying to fit societal standards on what beauty or of what beauty is. We’re going to cut our hair, we’re going to start from scratch, a rebirth, and just embrace our curls.’ I was like, ‘I’m about to do the same thing.’”
In 2012, Mowry found a new beginning via her hair. With that new start, however, came a new challenge to find products that worked with her hair. In the course of her journey, she found that many products…
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