After securing her position as a hair visionary and expressing herself through endless new and exciting styles, Rihanna wanted to create a line that encouraged and empowered all hair types and textures to embrace creativity and self-expression through the power of reparative haircare. She had tested shampoo for dry damaged hair, as she loved to experiment with switching hair colour, but also recognised the importance of a shampoo for hair breakage, so she created a shampoo that does both. She knew a heat protectant for hair was a must but wanted to insure it worked just as well for long curly hair as it did for sleek and straight while repairing damaged hair at the same time. Rihanna’s personal hair journey gave her a different perspective and approach when creating this lineup of essentials because she was able to design products born hrough her own personal needs. She designed The Side Stick 3-In-1 Edge Styling Tool, an ergonomic edge brush to pair with The Gelly Type Strong Hold Gel and her innovative The Controlling Type Hair-Thickening Edge Control Gel to enhance the appearance of edges. As someone who struggled with hair breakage and was in need of a bond repair treatment that worked quickly, she created not only The Comeback Kid Instant Damage Repair Treatment Bond Builder, a hair breakage treatment designed to revitalise hair instantly and over time, but also an entire line of hair treatment products designed to repair and make hair stronger by the style. By leading from her own experiences, Rihanna was able to identify unique product needs and create a truly first-of-its-kind, reparative line meant for all.