Five Minutes With Loretta De Feo

Loretta De Feo created Dizziak from her trauma and frustration from visiting hairdressers. She took time out to tell us about how she created her beauty brand.

What made you decide to set up your own beauty business?

I created Dizziak because I needed it. I would say I have around five different textures to my hair and I found conditioner either too weak or too heavy. I was importing products from the US, which not only took ages to arrive, but cost a lot in shipping and then the results were always average. I wanted to make a healthy conditioner that really worked, smelt great, looked great and that was accessible on the High Street. I also wanted the brand to reflect my other passions - music, art and fashion. 

What is the concept behind Dizziak

I wanted to put some love back onto my own hair. That’s why I called it Dizziak – it’s an aphrodisiac for afro and ethnically diverse hair types. But anyone can use it, any gender, no matter what their hair type – it’s totally democratic and suitable for all. The brand launched with Dizziak Deep Conditioner which is a complex blend of plant butters and oils: Shea, Babassu, coconut, Argan, Inca Inchi plus Quinoa protein and Aloe Vera. The result is a rich cream that feels great, spreads well and smells so fresh and natural yet leaves hair feeling weightless and residue-free. It's the ultimate moisturiser. It's vegan and free from animal testing, parabens, silicones, mineral oil,  sulphates and works in only five minutes. 

What sort of research did you do to find out what sort of products your customers wanted to buy? 

I didn’t do any research. I have been a product buying beauty fan for many, many years. I know what’s needed for my hair and believed (and hoped) that other people would need it for theirs too. 

Your packaging is very sleek, how did you decide on the look and feel of the brand? 

The branding was designed by Artist, Ted Draws. I knew I wanted a stripped back, bold, unapologetic and monochrome design (maybe due to my obsession with the 90’s) and as a fan of Ted’s prints and T-shirt designs, I knew that Ted would deliver. I knew it should just say ‘Deep Conditioner’ on the front – I think people are so tired of the pseudo-scientific information that doesn’t actually mean anything. It was so important to me that it looked great in the bathroom or in a wash bag - I wanted a design that would hopefully appeal to all ages and genders - everyone. 

What are your future plans for the brand? 

Lots more products. I am working on that now. I’ll be taking my time with it though as I won’t launch anything until it’s perfect. 

What are your favourite beauty products?

I adore - Murad Invisible Protecting Serum – a primer that glides on, smoothes my skin and contains SPF.. Goe Oil by JAO – I love the texture, the fragrance and the glow it leaves and Body Gel by Aromatherapy Associates – for the fragrance and texture

What advice do you have for anyone who wants to set up their own beauty business?

My advice to anyone when it comes to careers is to really think about your personality type and then work with it. If you like structure, fixed hours and switching off at 6pm, I would suggest a job in beauty instead. If you know owning your own business is 100% what you want to do, my advice would be to start setting up the business while you are still employed as it will take way longer than you imagine. A lot of people have said that they thought Dizziak was an overnight success – I’ve been working on it for years.

You ca follow Loretta on Instagram.