Image Source: Getty
A few months ago I was given the opportunity to try out a new haircare range Typebea, created by Rita Ora and business partner beauty entrepreneur Anna Lahey. The range, which includes a shampoo, conditioner, overnight serum and hair mask, calls itself a root-to-top treatment which aims to promote hair growth and improve hair health for all hair types. I used it for a week and was so impressed with the results, I did a full review (which you can read here) and coined it “one of the best celebrity brands” I’ve ever tried. Six weeks later, I am still using the products and can confidently say I stand by the statement. My hair looks and feels so strong and healthy, I’m shredding far less hair than before and have even started to notice lots of new baby hairs sprouting up which is a sign of increased growth.
So when Anvita Reddy, Assistant Editor, Commerce, at PS across the pond had the opportunity to sit down with the duo to talk about their must-have products, I couldn’t help but muscle in on the interview and ask her to ask Rita a few exclusive questions for us too.
Keep reading to find out why Rita was inspired to create a brand after her Mum’s cancer journey and why although she may be a celebrity, this isn’t about being a face of the brand – she has skin in the game and that’s exactly how she likes it.
Image Source: Getty
This interview has been edited and condensed for clarity.
PS: How much did you consider or worry about stepping into the celeb beauty brand space?
Rita Ora: We can answer this together. We were very cautious, another celebrity brand?! How do we make sure it isn’t that? But, that’s where the story comes in and the authenticity of what we actually bonded over and why we got together.
I’ve been asked so many times to be the face of things, and I never wanted to do it again, I wanted to feel like my DNA was in the product. I’m able to sit here and explain about ingredients and the 16 different layers which went into creating this product.
I’m learning so much from Anna, asking the questions and not being afraid to say, “I don’t know what that is?” It took three years and knowing her team and how strong and tight they are, I trusted the process.
I think the products will speak for themselves. They’re scientifically proven. All of the ingredients are in there for a reason. It’s specifically focusing on growth.
Anna Lahey: That was a bloody good answer. I will add, it was a huge concern of mine. I am more than well aware of the eye rolls of another celebrity beauty brand.
And…
RO: (interrupting) She could have done this on her own.
AL: No, I don’t think I could have…
RO: Well, a hair product.
AL: Yes, I could have formulated the products on my own. But at the end of the day, this is not a paid partnership. I’m not paying Rita to be the face of this brand. She has skin in the game. That was the only way I was going to do this.
I have 10 years of a beauty entrepreneur journey, she has a 12-year career, which has involved changing her hairstyle in every single way and working with the best global hair artists.
And we genuinely like each other. We speak every single day. We hash out problems.
PS: Other celebrities have talked about feeling insecure they wouldn’t be taken seriously when stepping into another industry. How did you find it?
RO: I think I’m a different type of artist. I like to call myself a 360 artist and I made that very clear in the beginning when I started off in music. I had opportunities to do TV and film. My biggest inspirations are Jennifer Lopez, Cher, Madonna, all these people that don’t just do one thing. It was never my idea to just do one thing. I started pretty early in my career doing different things and dibbling and dabbling.
I guess the fear is within yourself. If you really believe in the product there should be no fear.
PS: You’ve talked about all the changes you’ve done to your hair for performances and how it was left damaged. How important do you think hair is to a woman’s confidence?
RO: So important! I think it’s someone’s identity, their hair. I can’t tell you when I go on stage and I don’t look or feel good it ruins my whole show. Also first-handed experiences like my mum’s cancer journey, really made me understand the relationship. She went through chemotherapy, she’s fine now, she lost all of her hair and I could see how depleted she became. I think subconsciously that always stuck with me. I was always so passionate about making sure my hair made me feel good.
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PS: Do you think there’s too much pressure for women to have natural hair?
RO: I change my mind so much. Anna may never change her mind or her life.
AL: Oh, I’ve gone blonde once, big mistake.
RO: She’s been dark for a long time. I’m all for extensions. I might be putting them in on Monday. I’m a big believer in doing whatever you need to do to make yourself feel good, you know, so I cut all my hair off because I wanted to kind of enter this Typebea era, in a really genuine, honest, authentic way and confident way with my hair and I’ve never really had this sort of look before.
PS: I’m telling you, you look powerful and confident with your hair, seriously. Thank you so much!
– Additional reporting by Anvita Reddy
Lauren Ezekiel is an associate editor at PS UK, where she writes about all things beauty and wellness. With a degree in journalism and 12 years’ experience as a beauty editor at a leading Sunday supplement, she is obsessed with skincare, hair and makeup, and is often found offering advice to innocent bystanders. Her work has been published in Grazia, OK, Health and Beauty, The Sun, ASDA, Dare and Metro.
