In the past few decades there have been some interesting attitude shifts towards the Black woman’s aesthetic and what mainstream fashion and beauty industries deem desirable. Big hips, thighs and bums have become aspirational attributes.

In the last quarter of 2017 there were some big diversity wins within the world of makeup. Rihanna sent fans into a frenzy with the launch of her now award-winning Fenty Beauty range, Cover FX hammered home the message that #NudeIsNotBeige, and it was announced that Insecure writer and actress Issa Rae had been welcomed into the CoverGirl family.

Once upon a time, a black woman’s only option for wigs were silky straight weaves that mimicked European hair. But as the booming natural hair movement sees more women trading in chemical relaxers in favor of their own hair texture, kinky and coily hair extensions have exploded onto the market.

It’s an issue that’s long been discussed among black women. After all, it would be difficult not to have noticed the glaring absence of black ownership in one of our most frequented spaces - the hair and beauty shop.