Rita Ora is pushing ahead with her move beyond the entertainment industry into the products sphere and fresh from her very successful collection with Primark has now launched her own haircare line.

The British/Albanian singer is one of several music stars to have moved into the beauty sector (Beyoncé being the most recent with her own haircare offer, Cécred) and the upcoming launch of Typebea, targets “all hair types”.

Writing on Instagram, she said: “I’m so excited to finally announce a huge passion of mine, @TYPEBEA, high-performance haircare for all hair types that I’ve created with @anna.lahey.

“The relationship we have with our hair is so personal. For me it’s a huge part of my identity, creativity and confidence. Throughout my career I’ve had nearly every hair colour and style. My hair has been bleached, I’ve had extensions, I’ve cut it short. But now I can say my hair is the healthiest it’s ever been. I can’t wait to share this with you!

“TYPEBEA will be launching so soon! Sign up at link in bio to be the first to know.”

A video also posted on the social media site included the information that the new line will be focused on hair health and hair growth, with Ora emphasising the toll her career has taken on her hair.

She said: “I really wanted to help create a range and a product that feels like we’re finally prioritizing our hair in our everyday life.”

The launch will happen in the middle of this month with care and treatment products all on the agenda.

So who is Ora’s partner? Anna Lahey founded marine collagen brand Vida Glow and has been working with the star for “almost three years” on the new project.