Scent Theory Products landed 4U By Tia. The haircare line was developed in partnership with actress and entrepreneur Tia Mowry for $600,000 in the Amyris bankruptcy.
WHO: Tia Mowry teamed up with Amyris to create a curl care line focusing on sustainable ingredients catering for types 2A to 4C. The range’s hero ingredient is Hemi15, a patented sugarcane-derived emollient that deeply nourishes hair for healthy curls. The product range covers shampoos, conditioners, leave-in cream, hair gel, and mists—all priced at $11 or less. The brand launched in January 2023 with a Walmart exclusive in 2,800 stores.
Scent Theory Products is a family-owned business based in New York City with over 30 collective years of experience in the personal care industry creating luxury bath and wellness brands.
WHY: Amyris filed Chapter 11 bankruptcy in August. The 4U By Tia brand was auctioned off as part of the Amyris bankruptcy proceedings.
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