It’s a script as smooth as a 90s rom com. Celebrity with a home in the Hollywood Hills and access to an endless supply of Hermes bags scratches their head and decides that what they need is more money. And what the world really needs is yet another beauty brand. Albeit with their name sprawled all over it. Cue: Sub-standard formulations being sold for three-figure amounts, simply because the aforementioned creator once appeared in a Netflix drama series that was kinda.sorta.popular.
At this point, you would be excused for rolling your eyes at the release of another lotion fronted by a celebrity who likely has a surgeon on speed dial. However, unlike some celebrity beauty lines that lean heavily on star power alone, Typebea has a little more staying power (pun intended) than scepticism. This is a hair care brand built on real results, not just red-carpet glamour. And it’s got Rita’s signature boldness written all over it.
Rita is known for many things … Chart-topping hits, jaw-dropping fashion moments, and hair transformations that make fans do a double-take. From platinum blonde pixies to glossy long waves, she’s never afraid to switch up her look. But, as any hair enthusiast knows, constantly experimenting with style comes with consequences. Years of heat, color, and styling led her to a point where she wanted more than a temporary fix. She wanted hair care that actually worked.
That’s where Typebea was born. Co-founded with Australian beauty entrepreneur Anna Lahey, the brains behind Vida Glow, the brand was born out of personal experience. Both women had battled hair challenges. Breakage, thinning, and the fallout from overstyling, And, realised the market was missing products that were both effective and clean. So, they rolled up their sleeves, dived into research, and created a line that prioritises healthy hair first, style second.
Typebea isn’t about fancy gimmicks. Every product is formulated with a focus on performance, inclusivity, and wellness. The brand’s clean, vegan-friendly approach means no sulfates, parabens, or silicones. It’s designed for every hair type – curly, straight, wavy, coily, everything in between. And because it’s backed by science as much as celebrity sparkle, it appeals to both beauty junkies and hair care cynics alike.
The launch product lineup – just over a year ago – was mini but mighty. There was the Typebea shampoo and conditioner, which lay the foundation for healthy hair, while the glossing treatment adds shine that actually lasts. Then came the star of the show: the Overnight Boosting Peptide Hair Serum. Packed with Baicapil, a botanical blend shown to stimulate growth and reduce hair loss, this serum is applied before bed and works while you sleep.
And now, Typebea has elevated its game with a brand-new styling range. These fuss-free, good-for-your-hair products let you craft everything from beachy waves and frizz-free air-dried styles to your glossiest blow-dry, all while defending and protecting your strands.
Featuring plant-based keratin to strengthen hair from within, anti-frizz innovations, and UV/heat protection, the styling range ensures your look stays salon-perfect for longer. Rita herself swears by these products, proving that effortless style doesn’t have to come at the expense of hair health.
What makes Typebea even more compelling is how Rita and Anna’s vision extends beyond the products themselves. This is a brand that wants to empower people to embrace their natural hair and take pride in it. It’s a conversation starter about hair health, a movement that’s inclusive, and a reminder that self-care can be as bold and unapologetic as the person practicing it.
Of course, Rita’s involvement adds a sparkle you can’t ignore. Her firsthand experience with hair challenges shapes the brand’s voice, making it relatable, aspirational, and refreshingly honest. She’s not just the face on the bottles; she’s part of the creative process, from formulation input to product testing. Fans get a sense that this is genuinely her project, not just a celebrity stamp of approval.
Which in the day and age of inauthentic A-List endorsements is impressively hair raising!