Tia Mowry Ventures Into Multi-Billion Dollar Haircare Market With Her Own Haircare Line At Walmart



Tia Mowry is an American actress best known for her role as Tia Landry in the sitcom Sister, Sister, alongside her twin sister Tamera Mowry. She has since appeared in a number of films and television shows.

Mowry has taken on a new role as an entrepreneur. She is the founder and CEO of 4U By Tia, a natural hair care company. Given her history with hair, it’s not surprising that she’s moved into this field. She was always spotted with curls in Sister, Sister, but she began straightening her hair frequently in her twenties.

“One of the main reasons I did that was because I was ready to date, and I wanted to feel sexy. Back then, I thought straight hair meant sexy because that was the message being put out. I didn’t see curly hair represented in magazines and television. And even when I was in school, people would say, ‘Oh, your hair is frizzy,’” she told Byrdie.

Her hair became difficult to manage both personally and professionally over time. She recalled casting directors telling her that her curls were a distraction.

“So, I continued to straighten it. I would even put extensions in my hair, and you’ll notice that, especially while I was filming The Game. I was just damaging my hair,” she said. By 2012, she began to have a rethink of her curls, which inspired the birth of 4U By Tia.

She was able to develop eight products with the help of Amyris Inc., a leading synthetic biotechnology company, that are sure to bring health and wellness to one’s hair. According to Brydie, the products are Moisturizing, Clarifying Shampoo, Curl Refresher Mist, Lightweight Conditioner, Moisturizing Conditioner, Leave-In Curl Cream, Shampoo, Curl-Defining Gel, and Multiuse Hair Oil.

According to a press release, the products will be sold in over 2,800 Walmart retail stores across the United States, as well as on Walmart.com and the direct-to-consumer website 4UbyTia.com.

“The brand is launching with a full line of eight products formulated for 2A to 4C (curly) hair, all of which contain Amyris’ patented Hemi15TM, a breakthrough ingredient that nourishes and protects textured hair. The line is 100% vegan, silicone-free, sulfate-free and paraben-free,” the statement said.

The mompreneur did not leave out her children in the launch process. She did not only try the products on them, but she also included them in the brand visuals.

“I want them to feel empowered by their hair and who they are,” she said. “Unfortunately, being Black in this world, people will say and do mean things to you. It has been very evident with my son already, as he’s been talked down to because of what he looks like. With this brand, I’m creating an inclusive environment and speaking up for my children.”

Mowry is the most recent celebrity to enter the multibillion-dollar haircare market. According to Grand View Research, the global hair and scalp care market was worth $80.81 billion in 2020 and is expected to grow at a compound annual growth rate of 6.6% between 2021 and 2028.


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