From the start of 4U by Tia, Mowry has worked with Walmart to be the official distributor of her product line. She said the retailer has supported the brand’s growth from inception with more shelf space and product display as time went on.
“I think that’s what has been so beautiful about this experience is finding a retailer that really understood my vision and supported my vision. Walmart has been by our sides since conception,” Mowry said. The retailer understood the brand’s mission from the beginning, and made the process and plans for expanding very simple.
Affordable, clean and effective
Mowry’s haircare line was built on the premise that clean products and affordability can coexist. This accessibility is another reason she chose Walmart as the main distributor.
The concept of “clean beauty” has gained popularity in recent years as more people seek out products free of harsh chemicals and ingredients they don’t understand. “I remember when I was doing research trying to find products for myself, I would see on the shelves ‘all-natural ingredients,’ but what does that really mean?” Mowry said.
According to a recent survey by Allied market research, North America is the largest market for organic beauty products, with a 32% share of the global market.
Mowry saw a niche in curl-friendly products made with natural ingredients at an affordable price point. “I felt like that was really missing in the market space. And then not only that, especially in the curly hair community or just when you have natural, textured hair,” she added.
Another issue is many people with curly hair manage it by buying tons of products to create a concoction that works for them. Mowry wanted to offer a one-product solution. “I felt like simplicity was missing in the markets,” she stated.
‘It’s a movement’
Looking ahead, expect to see more from the mogul and mom of two. “It’s not just a brand; it’s a movement, it’s a community,” said Mowry. 4U by Tia has engaged with its community in person at events like the Essence Festival of Culture in New Orleans, where attendees were able to try out the products and ask questions to learn more about the brand and trade hair care secrets with others.
