Black-owned hair care brands are currently experiencing a surge in popularity and growth. In recent years, there has been a growing demand for hair care products that cater to the needs of black and brown hair textures. Consumers are becoming more conscious of the ingredients in their hair care products and are seeking out natural and organic options that are free of harmful chemicals. These brands are also often founded by individuals who have personal experience with the challenges of caring for black hair, and they are able to create products that address these challenges in a way that mainstream brands may not.

However, there was also the downside where, often at the peak of their height black owned brands will sell their company, often to the detriment of their user base. Historically, when brands that are initially marketed towards a specific user base pivots to targeting a wider margin, it often results and changes in recipe which can lead to the product no longer being effective for that initial target audience.

With Good Hair, I wanted to create a brand by black femmes for black femmes. I wanted it to be overt and obvious that this brand was targeting a specific group of individuals rather than being a catch-all type of brand.