Also speaking at the event was lead stylist at Dyson Beauty, Zita Ebunam. She joined as part of the demo stylist team launching the Dyson Supersonic hairdryer back in 2016. Engineering-wise, it was a game changer upon launch – faster, lighter, far healthier for hair – but what was missing was an afro pick attachment. Ebunam pushed for and helped create a clever wide tooth comb attachment that really works, unlike the typical cheap plastic pick attachments which are prone to tangling, falling off the dryer, or teeth snapping into to razor sharp stumps that near scalp you.

Ebunam spoke of falling in love with not only Dyson’s commitment to innovation, but the fact that they listened and truly wanted to create the best tool possible. “When you talk, and they start writing things down, you realise ‘Ok, we have a voice.’ It’s a really amazing place to be at the company right now because they’re actually listening.”  

Celebrity hair stylist Dionne Smith also used her extensive years of knowledge to help Dyson with the innovation behind the afro hair attachment. The first fully black woman to be signed as a stylist to a high end UK agency, Dionne’s impressive list of clients seeking her out through Instagram and choosing her over the recommended industry stylists resulted in that agency calling her in and offering her a space.

In her words, the process had the sentiment of: “we can’t beat her, so let’s join her.” And she took that space. She was out there killing it without them, but she’s also now opening doors and shaping things from the inside, working with brands and professionals to educate, linking them together on her membership community, The Coiffeur Group.

The bubbling industry and culture that was born from the platform given to black women by the internet and social media means they’ve gone over the heads of the powers at be, to share the knowledge and products they need. Now, the powers at be have come knocking and rather than telling them to jog on, people are sharing and communicating.

Trina, one half of influencer duo @curlture, spoke about how she has personally experienced more and more brands seeking advice, testers and focus groups as well as sponsored content creation. She explained how decisions on when and who to be involved with were heavily influenced by prospects of mutual gain, authenticity and aligned goals.

Supporting black owned business isn’t about closing off from the rest when there may be opportunity for mutual or wider positive change to come from collaboration. “I guess it’s just about being vocal, continuing to be vocal, and making sure that things are happening the way we want them to,” says Trina.

“Supporting black owned business isn’t about closing off from the rest when there may be opportunity for mutual or wider positive change to come from collaboration.”

Yes, strides have been made in black-owned hair care, and it re-invests into the community – so maybe it seems foolish to be giving that knowledge and potentially business to the brands that neglected it. But if brands are going about this the right way, experts, consumers and employees are ready to share and support, and they’re offering a wealth of resources, it makes it mutually beneficial. Being properly catered for isn’t just about great hair, it’s about worth and belonging. Ultimately, spreading knowledge and making sure everyone has access to products that work for them is the goal.

Does it make me nervous about independent black owned brands competing? Maybe a little. But if big brands are finally wanting a piece of that £88m pie they’ve been leaving to go cold for decades, they’re only going to achieve it by bringing in black women. And these women are taking these opportunities on their terms.

And hey, it’s a big pie. Reference: Stylist>co.uk