#BeautyBoss: Tia Mowry, Founder of 4U by Tia
Tia Mowry. [Photo by Adam Rindy]
Our latest #BeautyBoss is Tia Mowry, Founder of 4U by Tia—a line of natural and high-performance haircare products that put curls first by offering the safest, simplest and most effective products for natural hair powered by science. A longtime actress and public figure, Mowry grew up in the entertainment industry during a time when curly hair wasn’t celebrated as beautiful so she resorted to straightening her hair and wearing extensions to feel more confident.
Years later after discovering a community of people through Instagram that had similar experiences as hers, Mowry joined the natural hair movement and learned to celebrate and nurture her curly hair. She found there was a lack of products designed to address her specific needs, so she ultimately decided to create her own haircare line that would help others and provide access to clean hair care.
All 4U by Tia products are formulated with the cleanest ingredients for textured curls and feature the brand’s patented, award-winning ingredient Hemi15 (aka hemisqualane), a silicone alternative that is combined with other curl-friendly ingredients for healthy, shiny and defined curls. Their products are non-toxic, free of silicone, sulfate and parabens; vegan, EWG Verified, clinically tested and cruelty-free.
We chatted with Mowry, who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.
When was 4U by Tia founded and what does the name mean?
4U By Tia was launched in January 2023 after more than a year-long behind-the-scenes process with Amyris, Inc. on the creation and development of the collection. We consulted everyone from chemists and haircare professionals to influencers on how to address the necessities of the curl community with a clean, natural and accessible collection that simplifies the hair care routine.
4U By Tia is an ode to natural hair and the intersection of the things I’m most passionate about—community, accessibility, wellness and family. This high-performance collection is made with ingredients you know and love at a price point that is accessible to all and specifically made 4U.
4U by Tia is a line of natural haircare products that put curls first by offering the safest, simplest and most effective products for natural hair powered by science.
What inspired the creation of the brand?
My passion for representation and my own experience, growing up in the entertainment industry without seeing women with curly hair who looked like me described as beautiful. When I reached my late teens and early twenties on “Sister, Sister,” I began straightening my hair and wearing extensions to feel more confident and sexy because that’s what society was saying beauty was.
When Instagram launched in 2012, I found a community of people that had similar experiences trying to conform to society’s beauty standards, resulting in heat-damaged hair from relaxers and over-straightening. Finally, they were standing up and saying, “No more!” and embracing their own personal standards for beauty and authenticity, beginning with a clean slate that we now know as “The Big Chop.”
I was inspired and soon joined the movement by chopping off my hair as well. From then on, I really started to love and nurture my curls, but I noticed that there weren’t many options for me. I would walk into beauty supply stores and had to settle for products that were heavy, drying and not specifically made for curls like mine. Even today, there’s still a need for products made for and by women of color that help us celebrate our curls, kinks and coils while building a healthy relationship with our hair.
What I love about 4U is that the brand is very intentional beginning with the ingredients. We brought together the best of science and the best of nature, including our patented Hemi15 (a superior, biodegradable alternative to silicone derived from sugarcane) to develop high-performance clean formulas that deliver. From apple cider vinegar in the Clarifying Shampoo to flaxseed in the Leave-in Curl Cream, each of the eight products has safe and natural ingredients that are recognizable and efficacious.
I also felt it was important that our community have access to high-performance, luxury curl care that isn’t overpriced and is accessible to everyone. Each of the 4U By Tia products are formulated to simplify the curl care routine and are both accessible and affordable. 4U products cost less than $11 and can be found in Walmart as well as on our website.
4U by Tia products have brought together the best of science and nature, including their patented Hemi15 (a superior, biodegradable alternative to silicone derived from sugarcane) to develop high-performance clean formulas that deliver.
Does 4U by Tia have a hero product?
The hero product is really going to vary by what your hair needs at the time. All the products deliver results so everyone has a different favorite. Currently, our most popular product is the Leave-In Curl Cream because it is a true multi-tasker. It provides added hydration and protection while helping define curls.
What’s your favorite product from your brand?
I have so many favorites that I created a Tia’s Favorites Bundle! I love the Moisturizing Shampoo, Clarifying Shampoo and Moisturizing Conditioner. I usually wash my hair twice a week because I change my style so much. I add the Clarifying Shampoo to my routine once a week to help remove build-up and cleanse my scalp. As a result, my curls are more defined and my style lasts longer. I also love the Leave-In Curl Cream and Curl Refresher Mist. As a busy mom on the go, these two stylers are always in my bag for a quick style refresh on myself and my kids!
Where are your products sold?
Walmart stores, Walmart’s website and on our website.
Future plans for the brand?
While we enjoy the variety of products that are available for natural curls, 4U By Tia is focused on simplifying the haircare routine with these eight products as the core essentials you need for healthy, happy hair. We will continue to uphold our promise of providing clean, natural, science-based products that are affordable and accessible to everyone.
Who inspires you?
Women inspire me! Women are multi-taskers, hard workers and mothers! We have so many hats that we wear on a daily basis and we navigate through them with ease, grace and intention. We are the bomb!
Secret to success?
Being yourself and embracing the journey. Embracing the challenges, working hard but also playing hard.
Wellness tips?
Be consistent, be open, be intentional and give yourself grace.
Best advice?
Understand that change is constant! Things will always work in your favor and be true to yourself!
How do you like to relax?
I love when I get the opportunity to sleep in and enjoy a nice, warm bath with a glass of wine.
For more information, visit 4U by Tia’s website and follow on Instagram: @4ubytia @tiamowry
[Images courtesy of 4U by Tia]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk