A new haircare brand titled TYPEBEA launched in Australia, appealing to consumers with sale points in Sephora Australia and David Jones. The brand is focused on hair growth and optimum hair health in high-performance haircare, as the brainchild of international superstar Rita Ora and global beauty entrepreneur Anna Lahey, who hosted the event in Sydney.

Launching at an event in Sydney’s CBD at Kiln Rooftop, the duo hosted a cocktail party to celebrate the new products. A star-studded guest list packed with influencers and media enjoyed an event that included a photo booth, hair chair, media wall and dance floor, with tunes by DJ Yemi Sul. Other features included food and drinks by Kiln’s chefs, including champagne, margaritas and canapes such as tuna tartare, mini sliders and prawn rolls.

Celebrity guests included Taika Waititi, Tammy Hembrow and Emilee Hembrow, Vas J Morgan, Elena Ora, Amelia Marni and Pip Edwards.

With major star power behind the brand – Rita Ora has over 16 million followers on Instagram – TYPEBEA will be one to watch in the consumer market.