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Clean Beauty Is Booming, and Black Consumers Fear Being Left Behind

  • $7 billion industry grows as options for Black women are scant
  • Product use patterns may put Black women at higher risk

When Maeva Heim made the decision to stop chemically straightening her curls after two decades, the search for less abrasive products left her coming up empty. The multicultural hair aisle in her local shop had few if any options for Black hair that were free of harsh chemicals. 

“It felt like this entire category had really been left behind,” said Heim, who went on to launch her own clean hair care brand for Black women, Bread Beauty Supply. “Beauty was making strides and progressing, and this category felt like it was ten, twenty years behind.”