Sienna Naturals is reshaping how textured haircare shows up in the wellness conversation. Co-founded by Issa Rae and Hannah Diop, the brand combines dermatologist-approved formulas with a mission built around community and scalp health. At a time when consumers are demanding clinically backed solutions with cultural relevance, Sienna Naturals stands out, not just for who’s behind it, but for how it’s serving the textured hair market with science and intention.
As more wellness-focused shoppers discover the brand, Sienna Naturals emphasizes its scalp-first hair, which appeals to how many customers see beauty and health as one in the same. As wellness spending expands beyond skin and supplements, textured haircare is carving out its own space. Sienna Naturals is right at the center.
Key Takeaways
Sienna Naturals is showing healthy traction across key growth and brand visibility metrics. With a Charm Success Score of 75.61 and a Charm Growth Score of 63.51, the brand is performing above average in both current market strength and potential for expansion. These numbers reflect more than just brand awareness. They indicate momentum within a highly competitive category.
On socials, Sienna Naturals has built a combined following of more than 78,000 followers across Instagram (66.1K), Facebook (8.2K), and TikTok (3.9K). Instagram remains its strongest platform, growing from 59K to 66K followers between June 2024 and June 2025. This lift shows that the brand’s messaging, centered around scalp health and clean haircare, is continuing to attract and retain an engaged audience.
Estimated revenue currently sits in the $0 to $1M range, indicating early-stage growth with room to scale. For a brand rooted in clinical formulation and community advocacy, this combination of steady social traction and a solid success score suggests that Sienna Naturals is building on a strong foundation with clear potential for further growth. This is especially true as wellness-focused beauty spending increases.
Sienna Naturals is steadily expanding its digital presence, with a notable increase in TikTok followers over a 12-month period. The brand rose from 59K in June 2024 to over 66K by June 2025. This steady upward trend signals consistent content performance and growing consumer interest in wellness-focused haircare solutions. While engagement is distributed across platforms, TikTok continues to lead as the brand's most effective social channel.
The brand’s content is resonating most with the U.S.-based women aged 25 to 34, who make up over 53% of its following. This age group aligns with key purchasing power and lifestyle-driven buying decisions, particularly in wellness and clean beauty. Women represent the vast majority of the audience overall, showing strong alignment between the brand’s mission and its consumer base.
Top cities include New York, Los Angeles, and Atlanta, which are all hubs for trend-forward, wellness-aware shoppers. With nearly 90% of its audience based in the U.S., Sienna Naturals is well-positioned to continue scaling its direct-to-consumer reach.
With a Charm Success Score of 75.61, solid year-over-year social growth, and an audience anchored in wellness-conscious U.S. consumers, Sienna Naturals is building more than just visibility. It is shaping a high-potential lane within textured haircare. Its presence on Instagram and TikTok, combined with a loyal following of 25 to 34-year-old women, shows a well-aligned brand message and market fit.
Charm’s dataset tracks over 5 million DTC brands using AI-powered metrics to surface clear, actionable insights across growth, reach, and performance. For Sienna Naturals, the numbers reflect a brand gaining real traction in a category where clinical backing and cultural credibility both matter.
To explore how Sienna Naturals stacks up against other celebrity-founded brands, and to uncover which ones are outperforming expectations, download the full report for in-depth rankings, growth trends, and performance insights across the celebrity brand landscape.