“I created Dizziak because I needed it,” Loretta de Feo tells Vogue.
. De Feo – who estimates she has around five different textures in her own hair – created the line to rectify the glaring gap she identified in the market and deliver healthy, hydrated hair, whatever its texture. Dizziak then segued into body care withthe third product de Feo launched and one of Dua’s personal favourites. It sinks in instantly, and is your ticket to rehydrating skin quickly.
Today the brand launches its newest addition, the Body Scrub, which is as inclusive as the rest of the line and geared towards all body skin types, whether sensitive or spot-prone. “It’s a deep-cleaning, powerful exfoliant that polishes away dead skin cells to reveal box-fresh soft skin underneath,” explains de Feo of the invigorating formula.
So what does de Feo believe makes a cult brand? “I think authenticity plays a big part, as well as the performance of the products,” she explains. “There’s no BS or marketing claims with any of my products, in fact we’ve spent barely anything on marketing – the five star consumer reviews we consistently achieve speak for themselves.
With a whole world of luxury beauty products at her fingertips, Dua’s recent investment in and endorsement of this small brand is a seal of approval that will help launch it into the stratosphere. Drawn to Dizziak’s ethos of making healthy hair care products that are accessible to people with all hair types, Dua praised the brand for being “in a category all of their own”.
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