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.
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