Issa Rae refers to Sienna Naturals’ expansion with Sephora as a “dream come true.”
Rae co-founded the award-winning hair care brand Sienna Naturals, which was first envisioned by Hannah Diop in 2012. Diop, reflecting on her own challenges in finding hair products that met her needs, recalls how clarifying shampoos fell short in restoring her hair’s health during her time on the swim team.
This firsthand experience played a pivotal role in shaping Sienna Naturals, a brand founded on a proprietary clean chemistry approach that prioritizes scalp health, according to the brand’s website. The haircare line is powered by hydrating, abiotic, pH-balanced ingredients (H.A.P.I.).
“The first impression I want people to have when they use Sienna Naturals is how beautiful their hair is. So that wet-feel design is very intentional,” Diop told AFROTECH™.
When Rae discovered Sienna Naturals, she was in the process of learning how to best care for her natural hair with products she could trust to promote growth. She even did the big chop, restarting her hair journey and becoming a “guinea pig” for the brand’s products, as Fashionista mentions.
In 2020, Rae deepened her connection with Diop by becoming Sienna Naturals’ co-founder. She now attests to its significant evolution since then.
“I feel like Sienna Naturals met me at a place where I needed it the most. And since then, I’ve watched the products grow and get cleaner and get better and expand in a way that has helped me to tend to my hair in the best way,” the actress and “One of Them Days” producer explained.
Through Sienna Naturals and her latest venture, Somerville — a Los Angeles-based restaurant offering a progressive American dining experience — Rae highlights the importance of faith and trust in her partnerships.
“Collaborating with other partners does feel like dating in a way where you’re just trying to understand each other. You’re trying to understand what you both bring to the table, meet each other, and fill a need,” Rae said. “With Hannah, it was super organic, and she and her products met me at a point where I was looking for a major change. And then, with other collaborative partners, it comes down to the space that I wanna be in and understanding my own value again… Constantly asking myself why I wanna be in a particular space.”
Her commitment to trust in her business ventures and strategic portfolio has led to yet another milestone. On Feb. 10, 2025, Sienna Naturals made its retail debut in 178 Sephora stores nationwide, with plans for further expansion, according to information shared with AFROTECH™. Prior to this launch, the brand had been available through its online store since July 2024.
In-store offerings will include the D.N.A. Scalp Serum, Plant Power Repair Mask, Daily Elixir Hair & Scalp Oil, H.A.P.I. Shampoo, Untangled Conditioner, and the Mini H.A.P.I. Hydrating Ritual Set.
“It’s a dream come true and anything that helps the discovery. So many of us, and myself included, have been just in Sephora browsing and trying to find the right products or just being curious in terms of seeing what catches your eye. So, to be able to have an opportunity to just be discovered by anybody who walks in or the convenience of people who do know about us, and they get to finally pick us up and try us for the first time… I’m so grateful that Sephora, which is bar one in terms of amplifying new brands, has taken us on,” Rae expressed.
Sephora continues to champion Black-owned brands, standing firm in its support amid a retail landscape where many major companies are retreating from their diversity, equity, and inclusion commitments. Sephora, however, is doubling down on their commitment “to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Jenny Cheah, managing director of Sephora Southeast Asia & Oceania, per ESG Dive.
The company is among the Fifteen Percent Pledge, a call to action launched by Aurora James. As AFROTECH™ previously reported, the pledge encourages major retailers to ensure that 15% of their spending powers are allocated to Black entrepreneurs.
“Sephora is unique because Sephora has always worked with women entrepreneurs who are innovating or disrupting an industry at an early stage in their brand. They understand how to help build these brands and shepherd these brands. They have a formula that works clearly; so, just me being a Black woman coming into that scenario, we are going to get placements,” Diop commented. “We’re going to get marketing support because it’s how they run their machine. There’s no change in how they’re doing their business. We’re just benefiting from that, but I also see a desire from them as a retailer to make sure that women with textured hair and Black customers feel welcome in their stores.”
Fifteen Percent Pledge also established a $100,000 beauty grant sponsored by Sephora. This grant is given to a qualifying member of the Fifteen Percent Pledge’s business equity community. Sienna Naturals became its second recipient in 2025.
“The Sephora beauty grant that we received just a couple weeks ago has been incredible,” Diop expressed.
