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.

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.

Black haircare brand Mielle has partnered with Amazon to promote the showHarlemby creating product bundles inspired by each of the four protagonists. After P&G's recent acquisition of Mielle, this partnership is designed to further increase the reach and influence of the brand.

With Black women facing unique challenges when building and buying wigs, Parfait is blending artificial intelligence with stylist recommendations to streamline the process. It's demonstrating how technological innovation can help address long-standing gaps in textured hair care.

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.

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?