Your Natural Hair
Journey, Made Simpler Get ready for easy, clean, high performing
solutions for every kind of curl, coil and wave.
Your Natural Hair
Journey, Made Simpler Get ready for easy, clean, high performing
solutions for every kind of curl, coil and wave.

“We started 4U to take the guesswork out of curl care.
Our job is to make your natural hair journey truly your own.”

Tia Mowry, Founder +Creative Director
Tia with open arms

Our Fabulous Founder

“I’m so proud to offer a line of natural hair care that’s science-backed, nature-made, and totally clean for your curls, health, and the environment.”

Tia Mowry with her kids

Hair Care is a Family Affair

Everyone deserves access to clean hair care—especially our kids. That’s why our products have ingredients you can pronounce. 4U is 100% safe for the entire family.

Tia and her crew

Celebrate Your Curls

Curls should be celebrated. Juicy curls, soft curls, coily curls, bouncy curls, shiny curls, we love all curls! Curly hair deserves the best sustainable ingredients.

Close up female model with tight curls

Our Belief

It’s just hair. But it's your hair.
So for once, we’re not going to tell you what to do with it. We won’t tell you that you’ve gotta wear it straight and long. That you have to have slicked edges to feel professional. Or that you’ve gotta cut it all off to start again. It’s 4U.

4U to do what you want. 4U to do what makes you feel good. 4U, your lifestyle, and your journey. That’s why we created 4U by Tia.

Tia teamed up with the best, because she knows you deserve cleaner products at a better price. Together, we turned to nature to craft the most effective products for natural hair, In hopes that her journey inspires yours.

The journey to loving your natural hair for what it is, and what it can be: Healthy, strong, and uniquely yours.

4U by Tia. Your natural hair journey, made simpler.

Our Belief

It’s just hair. But it's your hair.
So for once, we’re not going to tell you what to do with it. We won’t tell you that you’ve gotta wear it straight and long. That you have to have slicked edges to feel professional. Or that you’ve gotta cut it all off to start again. It’s 4U.

4U to do what you want. 4U to do what makes you feel good. 4U, your lifestyle, and your journey. That’s why we created 4U by Tia.

Tia teamed up with the best, because she knows you deserve cleaner products at a better price. Together, we turned to nature to craft the most effective products for natural hair, In hopes that her journey inspires yours.

The journey to loving your natural hair for what it is, and what it can be: Healthy, strong, and uniquely yours.

4U by Tia. Your natural hair journey, made simpler.

Close up female model with tight curls

Sustainable. Safe. 4U.

CRUELTY FREE
VEGAN
NON-TOXIC
SILICONE FREE
Sulfate Free
PARABEN FREE
Clinically Tested

Sustainable. Safe. 4U.

CRUELTY FREE
VEGAN
NON-TOXIC
SILICONE FREE
SULFATE FREE ICON
Sulfate Free
PARABEN FREE
Clinically Tested