Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Consumers expect greater diversity in the beauty industry, including products that specifically cater to non-Eurocentric beauty needs. Bread Beauty Supply is an Australian hair care brand that creates products for Black consumers, encouraging them to celebrate and nurture their textured hair.

The mainstream beauty industry in the UK has long centred the needs of people with Eurocentric features, but change is afoot. Updated training standards will see all new hairdressers learn to style afro hair, in a move set to make the landscape more reflective of the UK’s diverse population.

The beauty industry still has a way to go to meet the hair care needs of the Black British woman. And while new brands are emerging to fill this gap, fuelled by active digital communities, their IRL offerings often leave much to be desired. So, how can the sector evolve to become more inclusive?

With many African American women unsatisfied with their trip to the hair salon, Natanya Montgomery has launched Naza Beauty, a salon and community that’s focused on nailing the experience for women with afro-textured hair and building the perfect personalized service in the process.