Where we spend our money matters. It’s the very essence of initiatives such as Black Pound Day and Jamii, the online home of Black British creators, but it’s something worth thinking about when it comes to the products we use day in and day out, too.

Equality in the beauty industry, particularly when it comes to haircare, is something Stylist has long campaigned for: women with tighter textures are still paying a premium to take care of our hair, and we’re still not catered to in enough shops and salons to make wash days and style switch-ups stress-free each and every time.

It’s especially frustrating when our spending power is clear: according to data from the Office for National Statistics and Treasure Tress in 2020, Black women account for 10% of the total haircare spend each year in the UK, despite the fact we only make up 2% of the UK population.

The fact remains that the vast majority of retailers selling hair products specifically for afro textures are not Black-owned, and often we’re left to seek out haircare advice and product recommendations from people without first-hand knowledge, or alone, poring over natural hair blogs and YouTube tutorials.

The good news is that more Black-owned hair businesses are cropping up all the time, from online marketplaces to bricks-and-mortar shops where you can count on friendly service and bespoke advice. Here is our pick of some of the best to support now. 

Golden Touch is a much-loved family business in east London where recommendations are trusted and prices are fair. Whether you’re looking for a niche product you saw online or need advice on which braiding hair will suit your highlights, help is always at hand.

81 Woodgrange Rd, E7 0EP; goldentouchcosmetics.co.uk

A favourite of professional stylists when they need to stock up, Hairglo has a wide range of products from natural shea butters to industrial-sized bottles of conditioner (who doesn’t need those?). They also have their own slick online shop where you can order straight to your house or click and collect so no trip is wasted.

451 Bromley Rd, BR1 4PH; hairglo.co.uk 

Founded by Tendai Moyo and Ugorji Agbai in 2020, Ruka is a long-overdue disruptor offering exceptional quality and down-to-earth advice on kinky, coily and curly hair. Starting as an extension brand offering textures that actually match with yours, whether its 3A or 4C, it now stocks a beautiful range of clip-ins, wigs, hypoallergenic and biodegradable braiding hair, plus its own-brand edge gels, serums and styling tools. While you can order anytime online, the brand also offers in-person assessments and styling at the Ruka Curl Bar inside Selfridges on Oxford Street.

Ground Floor, Selfridges, 400 Oxford Street, W1A 1AB; rukahair.com

Warm, welcoming service is the review most often given to the couple who run Essence Of Nature, and we all know how much of a difference that can make to any shopping experience. Selling make-up and skincare alongside all your favourite hair brands, it’s a one-stop shop for a self-care haul. There are on-site stylists available for walk-in appointments, too.

48 Sydenham Road, SE26 5EX 

Award-winning stylist Charlotte Mensah promises a high-end cut, colour or styling experience at Hair Lounge, but it’s also the perfect place to grab a few bottles of her acclaimed natural hair products. If you’re yet to try the silky Manketti Oil, consider this your sign, but the shampoo, conditioner, pomade and finishing mist are all worth your hard-earned money too, lovingly formulated with organic and sustainably sourced ingredients.

347 Portobello Road, W10 5SA; charlottemensah.com 

Detangled is the brainchild of Serena Nwokoye, who set up the business in frustration at the lack of trustworthy advice and expert curation when it came to afro hair products. It’s an online marketplace where you can order hand-picked products from categories such as ‘Washing’, ‘Conditioning And Detangling’ and ‘Style And Hold’, making it easy to put together your own haircare routine to suit your needs.

detangled-hair.com 

The UK’s first subscription box for natural hair products, Treasure Tress makes wash day a joy with a collection of premium hair brands delivered to your door. You can choose a monthly subscription for £25, every two months for £29 or quarterly for £33 – or just a one-off package to try out some new products whenever you want to shake it up. Expect brands such as Flora & Curl (also Black-owned), Cantu, Pattern, Camille Rose, Shea Moisture and more.

treasuretress.co.uk 

Here you can buy everything you need for a new style and then take it across the road to the hairdressers at sister site E5 Hair Doctor to realise your vision. Small but well-stocked, you’ll find what you need without getting lost in aisles of identical-looking tubs. Bonus points for the fact it’s open on Sundays.

128 Upper Clapton Road, E5 9JY 

Images: courtesy of Ruka