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2 Oct

Dua Lipa Invests in Hair Care Brand Dizziak –

Dua Lipa Invests in Hair Care Brand Dizziak –

LONDON — What comes after the fatigue of celebrities launching beauty brands?

The reply is investing in real businesses with a structure and science behind it to back up the products.

Loretta De Feo, founding father of London-based hair brand Dizziak has revealed that Dua Lipa is now an investor within the business she established in 2018.

“Dua discovered the brand after using it,” said De Feo, adding that she all the time had the popstar in mind from the moment she launched. “She’s fresh and he or she’s got strong opinions that she’s not afraid to voice. She says London to me and Dizziak is rooted in London with universal appeal.”

Financial terms weren’t disclosed, but De Feo will retain full control of the business.

“I never desired to go down a standard approach because control of the launch was really essential to me, and faceless enterprise capitalists wasn’t an option,” she said.

De Feo previously worked within the live music industry for 16 years before deciding to enterprise into beauty after her role was made redundant. The business got here out of frustration that changed into a passion project for her after being let down by hair products she was buying from all world wide.

The few angel investors she had were from existing relationships she had from working in music.

“Dizziak truly is in a category all their very own, and I’m so thrilled to be an investor of their journey. Once I was first introduced to the brand, I used to be drawn to their ethos of creating healthy hair care products accessible to people of all hair types,” said Lipa in a press release, explaining that the products have given her hair a complete reset, calling the Body Condition an after-sun staple and her favorite all yr round.

De Feo got the ball rolling by making 40 to 50 sample pots of the conditioner that she passed to individuals with different hair types to trial out. 

“It was once I got a ten out of 10 from everyone that’s once I knew the formulation was complete,” she said.

The brand launched with a direct-to-consumer approach which regularly led to partnering up with stockists including Selfridges, Liberty, Space NK and Cult Beauty. 

De Feo has been firm in keeping her marketing expenses low because she admits to starting out on a shoestring budget with the aim of making a product that’s accessible above all else.

“I’ve made sure that the content is authentic and real to realize trust. I haven’t tried to get ahead with posting content that’s flash-in-the-pan engagement,” she said.

On the brand’s Instagram, she’s began a series titled Aphrodizziak, which asks fans of the brand “Desert Island Discs”-type questions, like what are their favorite songs; books; hair suggestions they swear by, and the most effective piece of recommendation they’ve received.

“It’s about delving deeper than simply hair and sweetness. It’s what I would like to see and devour. Organic peer-to-peer is what’s essential and drives my business,” De Feo said.

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