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The British hair care brand was launched in 2023 by Rita Ora and beauty expert and entrepreneur Anna Lahey. For three years, the two poured their personal hair problems—hair loss and damage from heat and styling—into the development of the active ingredient products. The focus is not on typologies, but on the individuality of the hair: whether thin or textured, colored or damaged, extensions or natural hair—this care range supports hair growth. Redefine your relationship with your hair.

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