OurX aims to create a new standard for textured hair and scalp care via education, personalized regimens, and its own product line. As people pursue solutions that cater to their unique needs, the brand is filling in a gap in the hair care industry by specifically targeting underserved groups.

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’?

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.