Sienna Naturals Is Making Wash Day a Little Sweeter
Founder Hannah Diop's textured hair brand gives its best-selling Dream Curl Cream a candy-scented remix, landing first on the Sephora app.
By Black Beauty Founders Staff
Hannah Diop built Sienna Naturals on the belief that textured hair care should perform without compromise. Now the brand she founded is having a little fun with that promise.
Sienna Naturals has launched Candy Dream Curl Cream, a limited-edition, candy-scented take on its best-selling Dream Curl Cream, wrapped in bright pink packaging. It arrives exclusively on the Sephora app today, October 15, followed by Sephora.com and SiennaNaturals.com on October 16.
A sweeter scent, same formula
The change is all in the scent. The original Dream Curl Cream carries a fresh, light floral blend of orange, chamomile, rose, geranium, jasmine and juniper. Candy Dream trades it for sweet passion fruit and white guava skin, with hints of bubble gum, banana and creamy vanilla. The brand teased the release as inspired by “all things pink” and sweet treats.
Under the candy shop notes, the formula keeps the performance that made Dream Curl Cream a staple. It pairs the brand's Curl Memory Technology with a patented Plant Cellulose Complex built for definition, shine, frizz control and multi-day hold, without crunch or white cast. Key ingredients include coconut oil to hydrate and soften, rice protein to strengthen and support definition, shea butter to lock in moisture, and mango seed butter to help prevent split ends.
The brand is pointing to its repeat customers for proof. In a consumer-perception study of 59 people who had purchased Sienna Naturals at least twice, 92 percent said Dream Curl Cream defined curls after one use and 88 percent said it reduced frizz. In a separate study of 26 repeat buyers, 89 percent said it gave a gentle, soft hold after one use.
Get The Insider Edit
The cover stories, launches and founder news shaping Black beauty, in your inbox.
The founder behind the brand
Behind the pink tube is a founder story that began long before Sephora. Diop, a former banking and management consulting executive, started Sienna Naturals in her Harlem kitchen after growing frustrated with the lack of high-performance, plant-based products for textured hair. She built the brand around hair and scalp health, working alongside cosmetic chemists to develop and test every formula.
Issa Rae joined as co-owner and the face of the brand in 2020. The two had known each other for years, and Rae said at the time that she watched the brand evolve from Diop's home before deciding she wanted to be involved.
“Sienna Naturals is not a company that is telling you how to wear your hair.”
HANNAH DIOP, FOUNDER AND CEO
The new pink tube carries the name Sienna by Issa Rae, part of what the brand has called a new era for Sienna Naturals. Rae brings the cultural reach. Diop's years of product development remain the foundation the brand stands on.
Sephora has been part of that plan for a while. The pair received the second annual Sephora Beauty Grant, a $100,000 award, at the Fifteen Percent Pledge Gala, and Sienna Naturals went on to debut in 178 Sephora stores in February 2025. A candy-colored remix of a proven hero product is a smart next move. It gives loyal customers a reason to come back and gives new shoppers an easy way in.
Candy Dream Curl Cream is available now on the Sephora app, and on Sephora.com and SiennaNaturals.com starting October 16, for a limited time.
Get The Insider Edit
The cover stories, launches and founder news shaping Black beauty, in your inbox.
Comments