Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

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.

Mielle Organics, a Black-owned hair care brand, is partnering with P&G Beauty. Its products, including a scalp oil, are renowned for hair growth in the natural hair community, and this tie-up aims to expand access for consumers, promising a more diverse selection at stores.

A survey from Expedia has found that travellers are using their favourite shows and latest binge-watches as a means of planning upcoming vacations. The influence of screens – both big and small – is catching up with traditional travel inspiration, like peer recommendations and social platforms.

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 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?