Dua Lipa has invested in London-based hair and body care brand Dizziak, the artist shared on her Instagram page.
WHO: Hair brand Dizziak was created in 2018 by Loretta De Feo when she was made redundant after 16 years in the live music industry. The business came out of frustration that turned into a passion project. De Feo started the brand by making 50 sample pots of conditioner that she shared with people with different hair types—once she received a 10 out of 10 from everyone she knew, she had a winner. The brand launched a direct-to-consumer approach, which gradually led to partnering up with stockists including Selfridges, Liberty, Space NK, and Cult Beauty.
IN THEIR OWN WORDS: "Dua discovered the brand after using it," De Feo told WWD, adding that she always had the pop star in mind from the moment she launched. "She's fresh and she's got strong opinions that she's not afraid to voice. She says London to me and Dizziak is rooted in London with universal appeal."
"I never wanted to go down a traditional approach because control of the launch was really important to me, and faceless venture capitalists wasn't an option," she said.
"Dizziak truly is in a category all their own, and I'm so thrilled to be an investor in their journey. When I was first introduced to the brand, I was drawn to their ethos of making healthy haircare products accessible to people of all hair types," said Lipa in a statement, explaining that the products have given her hair a total reset, calling the Body Condition an after-sun staple and her favorite all year round.
EMV: Despite claiming a total of just $155.9K EMV in Q3, this haul represented a major coup for Dizziak. The ultra-hydrating hair and body range boasted QoQ and YoY EMV growths of 688% and 915%, respectively, while its totals of 28 posts from 16 creators proved 60% and 56% QoQ improvements. Eleven of these Q3 advocates had not mentioned Dizziak in Q2. No newcomer made a larger impact than pop star Dua Lipa (@dualipa), who praised the brand and publicized her status as a Dizziak investor in a single Instagram post that inspired $133.9K EMV, or 86% of the brand’s Q3 total. With a superstar in its corner, Dizziak can look to build on this momentum by fostering sustained content creation from a broader community of influencers.
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