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.

Beyonce's new haircare line, Cécred, has launched a new campaign encouraging people to share their hair routines on TikTok for a chance to be featured on billboards. The campaign aims to celebrate diverse hair types and textures while creating a sense of community and connection.

The Black Hair market has been underrepresented for centuries as Black consumers have had to see, experience, and cater to their hair through ‘othered’ eyes. Ruka Hair addresses this by creating a new standard of innovation, experiential consumer strategy and reweaving the Afro hair conversation.

The UK’s beauty industry still has a long way to go to ensure Black hair textures and types are accurately represented and catered towards. While Black-owned brands are emerging to fill this gap, how can the wider sector evolve to become more inclusive and overcome the ‘texture tax’?