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.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

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?

Young Black women are looking for more variety in their hair and hair care treatments, and that's especially true when it comes to wigs. Having identified a gap in the market for a fuss-free service that enables easy experimentation, Waeve is disrupting the wig-purchasing journey at every stage.

Beauty brand Sephora is launching an initiative to change top search engine results for ‘Black beauty’ from a fictional horse to a real representation of Black beauty. Campaigns like these are essential in boosting the discoverability of racially diverse content and reducing bias across the entire industry.

Adidas has partnered with Soul Cap to release a swim cap range for all hair types, promoting greater diversity and inclusion in the sport. Following FINA’s approval of Soul Caps in competitive swimming, this is an example of how brands can help break down social barriers in the pool.