Loretta De Feo, founder of cult (and Dua Lipa-backed) haircare brand Dizziak, shares her beauty tips and goals for changing the industry
When Loretta De Feo started the now cult haircare brand Dizziak in 2018 it was because she needed it. She had, as she puts it, ‘been let down time and time again by product claims that didn’t work on my hair and also the lack of availability at the time on the high street’.
After 16 years working in live music and almost three years as a beauty journalist, De Feo decided to combine her professional acumen and personal experience to create what the market was missing – an affordable haircare brand that prioritised hair health, looked and smelled great, and worked on all hair, especially afro and curly hair.‘My starting point was the recognition that all hair is different,’ says De Feo, ‘but there are some ingredients that are good for all hair.
That small but strong range of products has garnered a devoted legion of fans, including pop star Dua Lipa, who signed on as a shareholder of the brand late last year. ‘When I was first introduced to Loretta and the brand in London, I was drawn to her ethos of making healthy haircare products accessible to people of all hair types,’ says Lipa. ‘I love the story, love Loretta, love the brand and the products.
When it comes to bodycare, she suggests you start at the feet with the Body Conditioner and work your way up the body, going against gravity, which is great for skin lifting and lymphatic drainage. Also try massaging feet with the Body Scrub in circular motions. Spend at least five minutes on each foot. Soak in a foot spa or bucket with warm water. This is great for removing dead skin cells and relieving muscle tension.
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