Performance haircare brand Typebea, co-founded by global pop icon Rita Ora and beauty entrepreneur Anna Lahey, has expanded its cult-status range with the launch of its most requested product to date: the Typebea G·5 Dry Shampoo. The new SKU officially launched in Sephora Australia stores and online via typebea.com on June 10.

Described as a “saviour in a bottle,” G·5 is designed for busy lives and sweaty schedules, refreshing hair from roots to ends without residue or white cast. Uniquely, this multi-tasking dry shampoo isn’t just about instant refresh — it also forms part of Typebea’s Growth System, and is one of the only dry shampoos on the market that actively supports the hair growth journey.

Formulated with Baicapil, the same clinically proven active used across the rest of the Typebea range, G·5 helps reduce hair loss by up to 60%. It’s scented with the brand’s signature fresh citrus and bergamot fragrance and works to maintain a balanced scalp environment where growth actives can thrive.

“I’m always on the move — between travel, workouts and late-night shows, there’s no time to constantly rewash and restyle my hair,” said Ora. “G·5 is my go-to for instant refresh. It smells amazing, disappears instantly, and gives me that clean-hair confidence without the downtime.”

The launch builds on Typebea’s strong retail performance since entering the Australian, UK, and US markets just over a year ago with four hero products: a shampoo, conditioner, treatment mask and overnight peptide scalp serum. The new dry shampoo marks the brand’s 12th SKU. All formulas are clean, sulphate-free, paraben-free and silicone-free, developed to improve hair strength, length and density across all hair types and textures.

For Ora and Lahey, Typebea was three years in the making. The idea grew from personal experiences — with Ora’s career-long exposure to extreme styling and Lahey’s own struggles with hair loss — and a shared desire to create high-performance, clinically backed haircare that also delivers on sensorial luxury.

“Typebea has been such a passion project for both Rita and I, and we were committed to doing things differently,” said Lahey. “Hair is something so personal, which is why performance was a key criteria in formulating our range.”

The launch of G·5 taps into two key growth areas of the haircare market: the demand for multifunctional products and the booming interest in hair health and scalp care. According to market forecasts, the global hair and scalp care segment is expected to reach USD $121 billion by 2027, with hair loss representing the fastest-growing category.

With the debut of G·5, Typebea reinforces its positioning as a performance-driven brand designed to meet evolving consumer needs — and keeps its momentum strong as one of Sephora’s bestselling haircare newcomers.

Read the AUTUMN ’25 issue of Retail Beauty below:

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