Why is D2C changing Gen Yers' shampoo shopping habits?
REPORT
26 May 2022
Why is D2C changing Gen Yers' shampoo shopping habits?

Pandemic and stress-induced hair and scalp issues are on the rise – and women are turning to direct-to-consumer brands to get back on track. This market is booming, thanks to its ability to deliver customizable formulas for a wider variety of hair types at an attractive price point.

Kadian Pow

Kadian Pow is a queer, Black femme who has lived in three different countries. She is currently a lecturer at Birmingham City University, where she teaches courses in sociology and Black studies. She hails from Kingston, Jamaica but spent the majority of her life in Washington DC. Prior to moving to the UK and earning her PhD, Kadian focused on informal education and inclusion at such institutions as the US Holocaust Memorial Museum, the Smithsonian, the Barber Institute, and the University of Birmingham. She is also the founder and managing director of her own beauty brand, Bourn Beautiful Naturals.

Kailey Bradt

Kailey Bradt is the founder and CEO of clean and conscious hair care brand, Susteau. With a background in chemical engineering, and an interest in making the beauty industry more sustainable, Bradt is challenging the status quo of hair care with waterless, eco formulas.

Camilla Brown

Camilla Brown is a London-based writer and editor, with essays on arts and culture published online and in print by organisations and journals. Her background is diverse, ranging from working with artists and tech startups, to collaborating with anarchist bookshops and community festivals.