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  • How is the beauty world better accommodating black women?
  • How is the beauty world better accommodating black women?
    Mayvenn | Facebook (2018) ©
CASE STUDY

Mayvenn: bringing home the business of black hair

Ethnic minorities have long been underserved when it comes to hair care, but Mayvenn is challenging how black Americans are catered to both as consumers and as professionals. It’s allowing salon owners and stylists to guide and sell directly to clients who they once might have sent elsewhere.

Location United States

Scope
Diishan Imira grew up in a family of hairstylists, and from a young age noticed something he felt was unacceptable about the black hair industry. While African Americans’ need for texture-specific products was nearly as big as it is now – in 2017, this demographic spent an estimated $54.4 million on ‘ethnic hair and beauty aids’ – customers weren't buying from within their own community’s salons. [1][2] In 2013, he launched Mayvenn to build a professional hair collective for people of color, giving salon owners an online portal to sell wigs and hair extensions and ...

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