Wait, Another Celebrity Beauty Brand? Here’s Why Rita Ora’s Typebea Is Worth Paying Attention To

When Rita Ora and Anna Lahey join me on Zoom, one thing is immediately apparent, both the critically acclaimed popstar and global beauty entrepreneur have seriously good hair. Lahey, the founder of multi-million pound supplement empire Vida Glow is all silky roots and glossy lengths, while Ora’s softly tousled strands ooze the kind of effortless nonchalance that’s virtually impossible to recreate. Fitting then, that the duo's latest venture is hair care. ‘TYPEBEA is a haircare brand with a difference,’ Lahey tells me from her office in Australia, ‘it’s high-performance, meticulously formulated and clinically effective.’

TYPEBEA’s directive is powerful, ‘to redefine your relationship with hair, no matter its type’,  but what, exactly, is it that sets this brand apart from the dozens of other celebrity beauty launches? The answer is comes in the form of the founders' lived experience. Both Lahey and Ora have experienced the struggles associated with hair loss and damage.

TYPEBEA is a succinct edit consisting of a shampoo, conditioner, treatment mask and an overnight scalp serum. All products have been formulated with clean, sulphate, paraben, silicone-free ingredients, plus they're suited to all hair styles, textures and types. Here, Grazia speak to Lahey and Ora, on why they believe we're entering a new era in haircare - an era that helps women to rebuild their confidence.

On the beginnings of TYPEBEA…

AL: ‘TYPEBEA was inspired by our own experiences. My hair loss journey was the reason why I started my company Vida Glow. I met Rita at our rebrand event in 2021 when she was filming here in Australia for The Voice. I mean, you never know what to expect from a celebrity, but we really hit it off. We sat next to each other and exchanged hair stories and then numbers. Rita has been on a crazy hair journey too, and. being the international superstar that she is, I felt that she had this genuine interest in me as a business woman, as a mom and as a beauty entrepreneur. One thing led to another and we had that lightbulb moment. We had very different, unique haircare stories that we both felt passionate about. Ultimately, TYPEBEA was born because we’re both so passionate about hair.’

RO: ‘For me, hair is everything. From a work perspective it’s a tool for my creativity and it’s part of my identity as an artist. I've cut it, I’ve coloured it, I’ve styled it…I’ve done everything you can imagine. And after years of being in the industry, my hair was in really bad shape. It affected how I felt and it affected my shows and my performances. I didn’t feel sexy and I really wanted to reconnect with it. I’ve always understood the connection women have with their hair. My mum went through chemo for breast cancer when she was really young - in her late thirties. She lost her hair and I physically saw what it did to her. She lost her femininity and her character. Anna and I really bonded on these types of stories, and that’s how TYPEBEA came about.’

On the years of research behind the brand…

AL: ‘The first year was spent conceptualising what we wanted our partnership to look like. We created goals, weighed up opportunities, discussed how working together within different time-zones might work…Then, when we got our team set up, the hard work really began. The performance of the products is everything, so it was important we didn’t rush anything out. There’s over 40 people in our team and there’s been over 16 rounds in the formulations of some of our products. It’s one thing to bring a product out and get it on the shelf, but it’s another thing to move it it off the shelf again - if we aren't being perfectionists about the formulations we're creating then chances are it's not going to work. We want our global community to get amazing results so we didn’t want to rush it. People need to see a difference in their hair.

RO: ‘In those three years we build a brand based on passion, trust, honesty and integrity. We made sure that we were doing something that could change the future of hair health. We want skincare and haircare to be the same thing.’

On the rise of celebrity brands…

RO: ‘At the end of the day the brands that have brilliant products, strong values, and, honestly, just the ability to connect with their community will see success. Obviously, there’s always going to be opinions on social media, but I know our products and I know their core values. I really, truly believe in TYPEBEA. This is why, despite my busy schedule I make myself available. I’m in Sydney at the moment and I’ll be in London on Saturday…it’s like a world tour with the brand at the moment! And the products work - there’s scientific proof that the products work. And on a personal level I truly care, the TYPEBEA routine is one that’s changed my life. Sitting here without extensions in, and seeing how my hair has grown and the baby hairs coming through…I’ve finally figured out how to care for my hair and work at the same time. So I’ll preach about it to the rooftops.'

On the “skinification” of hair…

AH: ‘People became obsessed with their skin and hair care routines during covid because they weren't buying clothes, and this has continued. It’s the “skinification of hair” movement and the idea that you should be treating your scalp exactly like the skin on your face. It’s the idea of applying your facial skincare routine to your scalp. And what we’re doing with TYPEBEA is ensuring that scalp care for the health of hair is at the forefront and as you would treat the skin on the face. In our products we’ve got salicylic acid, hyaluronic acid, natural soybean extract…these will ensure your scalp is at the optimum environment for beautiful hair growth.’

On redefining their relationship with hair…

RO: ‘It's really crazy to think that my relationship with my hair didn't exist - because it really didn't. I just moved from look to look until I realised that my hair felt horrible…at times I felt like I didn’t have any hair left after all the colouring and heat damage. It took my hair getting to a really bad place for me to realise I needed to start building a relationship with it - a relationship that focused on hair health. But in saying that, this kind of hair wellness routine isn’t just for people that have a problem…it’s also for those who just want to simply experience healthy growth while still being able to play and have fun.’

AH: ‘Hair is so personal. It’s tied up in our identity. I’ve experienced really bad hair loss, there’s been points where I’ve shed like a Labrador. I’m sensitive to women feeling that way but what’s most important for me is people getting results. Most women have had a bad hair day or a bad haircut…and that can really affect someone. So that idea of restoring hair health and really improving the relationship between a woman and her hair has really resonated with me.’

On hair loss and damage…

AH: ‘We all know what it feels like when your hair is damaged, or even just if you’ve had a bad haircut… again, for me, it was hair loss. My hair was falling out in clumps in the shower and it was really stressful. I was young and it was such a hit to my confidence. It’s so personal, which is why the TYPEBEA community want to support women. We want to speak to women and we want to feel connected to them via sharing each other's stories. It’s a beautiful thing for us to be able to open up and talk about our struggles. We may have a global superstar in the form of Rita, but she’s so involved and she’s authentically telling her hair damage story too. My advice for young women who are going through hair loss is to seek answers. Speak to specialists, choose products wisely, check ingredients, email brands…ask questions and arm yourselves with information before choosing a product.’

On top hair tips…

AH: ‘It’s simple. Consistency. Unless you’re consistent you won’t get results to the level that you want. Whether it’s taking supplements or using effective formulas I’d say consistency is key.'

RO: ‘Mine is ensuring that you prioritise hair health in your everyday life.’

On current hair care routines..

RO: ‘I try to choose the more natural approach - if I don’t have to put heat on my hair then I won’t. I prioritise my hair in my everyday life which I never used to do before. Now, on an average day I’ll shampoo and condition and often swap out the conditioner with a mask to help define the curls. I’ll apply our boosting peptide treatment to my scalp, then I’ll just leave it to dry naturally. It's all about protection on my days off as opposed to styling.’

AH: ‘I wash my hair every day because I work out and it gets oily. I’ll wash it in the morning so it’s good to go and I’ll use our shampoo and the conditioner through my lengths. I’ll use the Hydra Gloss Treatment once a week. I still use heat, but I ensure to protect it so my hair is still really healthy. I take collagen and Vida Glow Hairology every day. And I religiously use the boosting peptide treatment every night before bed. I’ll just apply through my parting in three lines and I’m generous with my application.’

On TYPEBEA’s hero product…

RO: ‘I honestly think it’s the TYPEBEA Overnight Boosting Peptide treatment. It’s so stunning. The soybean extract and the wheat germ extract work wonders…the ingredients are so pure. Plus, it smells incredible.’

AH: 'I'd agree. It’s made with 3% baicapiltm, a clinically studied dose which allows us to make those super powerful claims - like its ability to stimulate hair growth and reduce hair shedding by 60.3% within three months. The fact that it's water-based is really important for me too, it doesn't leave your skin feeling oily or your hair looking greasy, meaning you can apply it liberally in the morning and it won’t leave residue. It’s also a great product for those with hair extensions, as the lack of oil means it’s not going to break down the sealant. All healthy hair starts with the scalp, so I consider this one utter magic.’

Shop: TYPEBEA

Rachael Martin is Grazia’s Junior Beauty Editor where she covers all things beauty, health and wellness.