Name

Sienna Naturals

Legal name

Sienna Naturals Inc.

Website

https://siennanaturals.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Clean Textured Haircare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Ethnic & Textured Haircare (CRABABAL)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)

Keywords

• Textured haircare products
• Clean beauty haircare
• Scalp care treatments
• Vegan hair products
• Dermatologist tested shampoo

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase of individual products and curated ritual kits through e-commerce platform. Products range from $6 to $317 for complete kits. Subscription model offers 15% recurring discount with automatic delivery every 2-12 weeks.
2. Wholesale/Professional: B2B sales to salon professionals and wholesale partners through application-based program. Products offered at wholesale pricing with exclusive discounts and rewards for registered professionals.
3. Professional Sampling: Sienna Sampler Set for professionals - 4-piece kit at $45 with $45 site credit for future purchases, driving initial trial and subsequent full-size product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Sienna Naturals manufactures and sells a clean, vegan, dermatologist-tested haircare product line specifically formulated for textured (curly, coily, wavy) hair. The portfolio includes shampoos, conditioners, leave-ins, repair masks, curl stylers, scalp oils, and scalp serums powered by the proprietary Rooted Technology™ system, sold individually or bundled into ritual kits through direct e-commerce, Sephora retail, and a professional wholesale program.

Product overview

Sienna Naturals is a clean, vegan haircare brand specifically formulated for textured hair, co-founded by Hannah Diop (Founder + CEO) and Issa Rae (Co-Founder + Muse). The brand offers a comprehensive portfolio of hair and scalp care products powered by proprietary Rooted Technology™. The core product line includes cleansers (H.A.P.I. Shampoo), conditioners (Untangled, Dew Magic Leave-In), treatment masks (Plant Power Repair Mask), styling products (Dream Curl Cream, Dream Curl Gelée, Dream Curl Mousse), scalp treatments (Daily Elixir Scalp Oil, D.N.A. Scalp Serum), and protective oils (Lock & Seal Anti-Breakage Oil). These products are available individually or bundled in curated ritual kits such as the Wash Day Duo, Sienna Sampler Set, and the comprehensive H.A.P.I. Scalp = Happy Hair Ritual. The brand also offers accessories (massagers, towels, silk products) and operates the Rooted in Care Fund for women's health initiatives. All products are dermatologist-tested and approved, vegan, cruelty-free, and free from harsh chemicals including sulfates, parabens, silicones, and artificial fragrances.

Differentiator

Problem solved

Functional benefit

Products and services

• H.A.P.I. Shampoo A gentle, pH-balanced shampoo (Hydrating, Alimentary, pH-balanced Ingredients) that deeply cleanses buildup while hydrating and restoring natural curl patterns for textured hair consumers.
• Untangled Conditioner An 11oz rinse-out conditioner priced at $32, designed to detangle and moisturize textured hair as part of the wash day routine.
• Dew Magic Leave-In Conditioner A lightweight leave-in conditioner that penetrates the hair shaft to moisturize and protect without dulling or weighing hair down, creating a strong foundation for hydration and softness for textured hair consumers.
• Plant Power Repair Mask A gentle vegan protein treatment mask that repairs damage and strengthens strands using a 6-in-1 repair complex; targets damage, balances moisture, boosts shine, and protects from UV exposure.
• Dream Curl Cream A curl memory technology cream that revives natural curl patterns and delivers dynamic curl retention with maximum definition, shine, and frizz control without crunch or white cast; uses the patent-pending Plant Cellulose Complex.
• Dream Curl Gelée A plant-based hair gel providing superior curl memory and definition with a strong, flexible hold while keeping hair soft, shiny, and full of life; features the patented plant cellulose complex.
• Dream Curl Mousse An aloe vera-based mousse that helps elongate curls and provides glossy, defined curls with lasting hold and a weightless finish; features Curl Shield Complex for humidity and heat protection.
• Daily Elixir Scalp Oil An award-winning lightweight scalp treatment oil with botanical oils that supports scalp health and keeps hair fresh between wash days; recognized by Cosmopolitan as Best Scalp Oil.
• Lock & Seal Anti-Breakage Oil An anti-breakage bonding serum that rebonds split ends and smooths damaged cuticles for up to 5 washes using Anti-Breakage Technology powered by castor oil copolymer.
• D.N.A. Scalp Serum A lightweight, fast-absorbing water-based scalp serum formulated with over 21 density-nourishing actives including biotin, rosemary extract, caffeine, turmeric root extract, and stem cell technology to support hair growth and scalp health.
• Wash Day Duo A curated duo combining H.A.P.I. Shampoo and Untangled Conditioner for the classic wash day ritual; proven to lock in moisture from root to tip for all texture types. Recognized as a 2023 Cosmopolitan Holy Grail Beauty Award winner and Byrdie Eco Beauty Award winner.
• Sienna Sampler Set A curated 4-piece set of best-selling products (H.A.P.I. Shampoo, Plant Power, Untangled, Dew Magic) priced at $45 with a complimentary $45 site credit for future purchases, providing a risk-free trial of the wash day ritual.

Quantifiable outcome

• 96.7% of users noticed cleaner hair after using H.A.P.I. Shampoo
• +7 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• California Black Women's Health ProjectcoreStrategic or Co-development PartnerNonprofit organization advocating for holistic well-being of Black women and girls through policy, advocacy, education, and outreach. Sienna Naturals Rooted in Care Fund partners with this organization to support women's health and well-being.
• Breast Cancer Prevention Partners (BCPP)coreStrategic or Co-development PartnerOrganization focused on preventing breast cancer by reducing exposure to chemicals and radiation associated with the disease. Part of Sienna Naturals Rooted in Care Fund initiative addressing toxic ingredients in beauty products.
• PsychoHairapycoreStrategic or Co-development PartnerOrganization using hair as entry point into mental health services in beauty salons and barbershops, as well as through research and social media. Addresses mental health aspects of haircare within Black community.
• Tzeda GivingcoreOthers501(c)(3) charitable organization that distributes donations from Sienna Naturals Rooted in Care Fund to partner organizations.
• SephoracoreChannel Partner/ Reseller/ DistributorNational retail partner for Sienna Naturals distribution. Hannah Diop received $100,000 grant from Sephora and Fifteen Percent Pledge program. Products launched in 178 Sephora stores nationwide in February 2025.
• Fifteen Percent PledgecoreGTM or Marketing PartnerOrganization supporting Black-owned businesses. Provided $100,000 grant to Hannah Diop as part of Sephora partnership program.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Olaplex: Olaplex is a prestige hair-bond technology brand focused on repair and damage across hair types, with an IP-driven bond-building technology approach. Comparable on patented proprietary ingredient technology in haircare and prestige/clean positioning, but has a much broader hair-type focus than textured-hair specialty.
• SheaMoisture: SheaMoisture is a Unilever-owned mass textured haircare brand with very broad distribution and a clean/community-led positioning. Comparable on target consumer (textured hair) and clean-beauty ingredient stance, but at much larger scale and lower price points than Sienna Naturals.

Direct peers

• Carol's Daughter: Carol's Daughter is a heritage textured haircare brand founded for Black women and now owned by L'Oréal. Highly comparable on target demographic, product mix (curl creams, oils, scalp treatments), and presence across mass and prestige retail including Sephora.
• Camille Rose: Camille Rose is a Black-owned textured haircare brand with strong portfolio depth across curl creams, scalp oils, and hydrators. Comparable on multicultural target consumer, natural-leaning formulations, and category overlap with Sienna's core cleansers, masks, and curl stylers.
• Mielle Organics: Mielle Organics is a leading textured haircare brand with strong roots in multicultural audiences and broad retail distribution (Target, Walmart, Sally Beauty, Ulta). Directly comparable product portfolio (shampoos, scalp oils, curl definers, masks) and similar community-driven marketing approach.
• Pattern Beauty: Founded by Tracee Ellis Ross and focused on curl/pattern-specific haircare, Pattern Beauty is a direct competitor in the textured haircare category with retail distribution at Target and Sephora. Highly comparable on target customer (textured hair consumers), premium positioning, and celebrity co-founder-led marketing.
• Cantu: Cantu is a mass-market textured haircare brand known for curl cream, scalp oils, and styling products. Comparable on target consumer and product categories (curl definition, repair, hydration), though primarily drugstore-priced versus Sienna's prestige positioning.
• Briogeo: Briogeo is a clean, ingredient-conscious haircare brand with broad Sephora distribution and a similar DTC-plus-retail go-to-market model. Comparable on clean formulation standards and curly/textured hair product portfolio, including reparative masks and scalp treatments.
• As I Am: As I Am is a textured/curly haircare brand offering cleansers, moisturizers, and styling products formulated for curl types 3-4. Comparable on focus for coils/curls, ingredient-conscious formulations, and product portfolio overlap in cleansers, masks, and styling.

Emerging players

• Cécred: Cécred is Beyoncé's textured haircare brand launched with strong celebrity/artist marketing and a focus on inclusive haircare across types. Comparable on the celebrity-led textured-hair positioning and DTC-plus-retail ambitions, though more recent entrant with less established retail footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/siennanaturals
• YouTubeyoutube.com/channel/UCJo8mHb0dEVQd7tab1Q3Sng
• Facebookfacebook.com/SiennaNaturals
• Instagraminstagram.com/siennanaturals/?hl=en
• LinkedInlinkedin.com/company/sienna-naturals

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sienna Naturals