The celebrity haircare space is in no shortage of contenders, but that hasn’t stopped British singer Rita Ora from throwing her mane into the ring. Alongside Australian entrepreneur Anna Lahey, known for founding marine collagen brand Vida Glow, Ora has launched Typebea, a performance-oriented haircare brand aimed at addressing hair loss and damage.
While Typebea technically sits alongside several other celebrity-founded haircare lines including Beyoncé’s Cécred, Tracee Ellis Ross’ Pattern Beauty, Jennifer Aniston’s LolaVie, Jonathan Van Ness’ JVN Hair, and Gabrielle Union’s Flawless (to name but a few), the newcomer has the potential to add something interesting—if not unique—to the saturated space. The hair growth sub-category is typically a rather bland one, dominated by formulas that over-promise and underdeliver, smell like generic cleaning fluid, and look like they’ve sourced their packaging from AliExpress.
Typebea subverts the expectations of what a hair growth range should look like, coming in Instagram-friendly yellow packaging with minimalist branding. Each performance-oriented formula is designed with sensorial pleasure in mind, with products featuring the brand’s signature scent and formulated to provide a satisfying user experience (think a satisfying lather and no residue left behind).
The debut Typebea range comprises a quartet of products, each powered by Baicapil. A trademarked peptide, Baicapil has been shown to reduce hair loss by up to 60% in three months, and could potentially be an ingredient to watch. Here’s everything you need to know about the Typebea lineup.
Typebea G1 Overnight Boosting Peptide Serum
A leave-in nighttime scalp serum, the Typebea G1 Overnight Boosting Peptide Serum looks to reduce hair loss and promote hair growth through hero ingredient Bacapil.
Price: $80AUD
Key ingredients: Baicapil
Typebea G2 Strength + Length Shampoo
A clarifying and volumising shampoo with salicylic acid to exfoliate the scalp and remove buildup.
Price: $40AUD
Key ingredients: Baicapil, salicylic acid
Typebea G3 Strength + Length Conditioner
A lightweight softening conditioner that works to hydrate, detangle, and smoothen all hair types. Made with plant-based keratin, it aids in damage repair while supporting hair growth.
Price: $40AUD
Key ingredients: Baicapil, Keraplant (plant-based keratin)
Typebea G4 Hydra-gloss Treatment
Designed to be used after washing in place of conditioner once a week, this treatment mask aids in re-bonding split ends and reducing breakage, while infusing hair with moisture and hydration and adding a healthy shine.
Price: $50AUD
Key ingredients: Baicapil, ceramides, argan oil, hyaluronic acid, shea butter
The impetus behind Typebea was Ora and Lahey’s respective struggles with their hair; the former with damage from heat styling and the latter with hair loss.
“My hair has been through so many journeys over the years, and I got to the point where I thought my hair was beyond repair,” shares Rita Ora, co-founder of Typebea. When I met Anna, I fell in love with the idea of creating something that could restore not just the health of my hair, but for other people too who have gone through their own stages of hair health.
“The confidence I’m finally starting to feel about my hair now is something I want everyone to experience. Using Anna’s decade of experience in formulating science-backed beauty products, we have worked tirelessly on a range that is clinically proven to increase hair growth, improve health and help people love their hair.”
Typebea is priced from $40 to $80AUD and is available via the brand’s dedicated webstore.
Words by T. Angel
