Donna’s Recipe, the all-natural vegan hair care brand launched in January of 2021 by America’s favorite mom and viral sensation Tabitha Brown, affectionately named after her famous hair persona, “Donna,” has made it to Ulta Beauty. 

The corporate is entering the subsequent phase of growth by making its debut on the nation’s largest beauty retailer, and just in time for the vacations, her fans can discover your complete Sweet Potato Pie Collection exclusively on Ulta.com today and all Ulta Beauty stores nationwide starting December 26^th.

“We all know guests today care just as much about what they placed on their bodies as they put in them, and this collection is the proper example of that,” says Jessica Phillips, vp of merchandising at Ulta Beauty. “Tabitha has created a beautiful line that embodies her infectious personality and loving spirit while delivering outstanding results. We’re excited for brand new and existing fans to find Donna’s Recipe at Ulta Beauty and stay up for a gorgeous partnership together.”

Brown is equally excited, “We’re so excited to partner Donna’s Recipe with Ulta! It is a huge accomplishment and a gorgeous win for us and our customers who’ve asked in the event that they could purchase at Ulta Beauty. Well, now the reply is YES!” she says. 

Tabitha Brown and COO Gina Woods created Donna’s Recipe to supply high-quality, vegan products that bring joy to hair care routines and minimize wash day monotony. Known for her intricate vegan creations within the kitchen, Brown likes to consider Donna’s Recipe products as an extension of that, but the final word self-care experience to your hair. 

“When Gina, [COO] and I were talking about creating Donna’s Recipe, we thought the brand could create desserts for everybody’s hair and make it an experience since everyone knows I don’t bake, which is where the sweet potato pie line idea got here about. It’s desserts for hair to make that tremendous experience for people, so it appears like you could have an entire holiday experience in your shower or sink wherever it’s that you simply’re washing hair,” she says to ESSENCE. 

This line is special to Brown because although she isn’t a baker, it’s a tribute to her southern roots and grandmother, as she was often called the “town baker” and made cakes and pies, specifically sweet potato pies. “People bought her sweet potato pies, and she or he made every thing right. Although baking isn’t my thing, now I even have something very similar that would provide you with that similar experience of joy,” she says. 

The experience of Donna’s Recipe is critical to Brown, as she realizes wellness is top of mind for a lot of her core audience members. People don’t only desire a beauty product, they wish to ensure it suits into their lifestyle, self-care routine, and wellness rituals, and she or he’s confident Donna’s Recipe does.

“Wellness is a priority for people now. It’s not nearly what we eat but additionally about how we care for our skin and the way we care for our minds. Having a vegan product with clean ingredients as vegan ingredients is an ideal solution. Donna’s Recipe can be a treat for yourself; you’re using clean products to make you appear and feel amazing. Experience is a word my customers keep using; they’re like, ‘Wait, why does this feel like an experience as a substitute of just the chore of washing your hair?’” she says. 

The smell of Donna Recipe’s Sweet Potato Pie line does waft over you, immediately transporting you to your grandmother’s kitchen and stove right when she pulls out the moist and delicious sweet potato pie. For many naturalistas, wash day may be tedious and agitating, mainly due to the assorted steps and labor to get your coils in the appropriate place. Still, Donna’s Recipe’s newest line takes a lot of the perceived hassle out of the method, starting with the smell; it doesn’t feel such as you’re in your bathroom gearing up for an unbearable chore. As an alternative, you stay up for caring for yourself and your hair. It’s like a built-in spa product to your tresses. 

“With natural hair, you’re like, ‘Oh, Lord, I gotta wash my hair this weekend.’ But our customers are excited to make use of the product. And should you’ve taken the highest off and smelled the product, it does provide you with the psychology of taking you to a distinct place. That’s something I’m very pleased with,” she says. 

Brown wants to make sure we’re all caring for ourselves by establishing an attainable self-care routine and hopes her hair care products might be included within the queue. “Self-care is how we start, end our day, and treat ourselves throughout our day. It truly does mean putting ourselves first; we deserve to envision in on ourselves to make sure we’re okay. On the subject of these products, girl, it’s nothing like a superb wash day, where you’re like, ‘You already know what, today is my day, on Sunday, I’m washing my hair,’ I’m going to moisturize, oil my scalp, have that little penetration from the peppermint oil in there, but have your moment. My hair is a component of me, and it makes me feel good after I discuss with her after I care for her. And so to know that I even have these products which can be also caring for her,” she says.

Except for curating an answer to the wash day woes by crafting a luxe self-care experience, Brown can be inspiring her fanbase to be true to themselves on the subject of their hair. Her hair, “Donna,” has quickly formed right into a celebrated persona, encouraging women to rock their natural look by donning their coils, curls, and fros. 

“For a really very long time, I wore my hair straight. Not because I desired to on a regular basis but because I assumed I needed to work in corporate America to work in entertainment. I wasn’t completely free, so wearing my hair straight was conforming. But I began growing my hair out after I did the large chop; I spotted a part of being free is wearing my hair the best way it grows, being pleased with it, not apologizing for it, and knowing that I might still belong in any room I step into,” she says. 

This latest outlook has inspired others to step in her footsteps, “For therefore many ladies to return as much as me whether I’m traveling, or within the food market and say, ‘Tab, I wear my hair natural now, my little girl loves her natural hair now due to you,’ It makes me so joyful is one in every of the things I’m most pleased with is women embracing their natural hair all around the world. And I’m so grateful to be a small a part of that,” she shares. 

The Sweet Potato Pie collection combines the mouth-watering sweet aroma of the freshly baked dessert and demanding ingredients present in a classic sweet potato pie recipe that gives natural hair advantages, including:  

Sweet Potato- Wealthy in beta-carotene, which aids in cell growth and reduction in hair dullness

Cinnamon- Removes build-up from the scalp for healthy follicles

Vanilla- Wealthy in minerals to stimulate blood circulation to the scalp to help in overall hair health

The gathering also consists of aloe vera, shea butter, mango butter, and other natural ingredients known to enhance hair health, comprised of 5 products that work together to nourish hair using the favored LOC system—a 3-step layering technique for added moisture, including the Extra Creamy Shampoo, Extra Creamy Moisturizing Conditioner, Extra Creamy Leave-In Conditioner, Extra Creamy Hair and Scalp Oil, and at last, the Extra Creamy Hair Cream, all high-quality products priced at a reasonable price of $15 each. 

Ulta may also carry Donna’s Recipe hero products: Strength Hair Oil and Strawberry Biotin Gummies, priced at $25.  

You possibly can learn more concerning the collection at Ulta.com.