When entrepreneur Ekwy Chukwuji-Nnene was told by a major cosmetics conglomerate that "Black women buy anything we sell them", she was at first stunned and then angry. Founder of indie, vegan haircare brand Equi Botanics, Ekwy was met with scepticism when she pitched her products to a global beauty firm. Ekwy knew that they worked. Her formulations had helped resolve her own devastating hair issues and those of her daughters and had gained her a loyal community of early adopters. She knew also that there was a vast, untapped market of women of colour who were being ignored by the dominant, established beauty brands. Why is it that well into the 21st century, the beauty industry still believes it need cater only to the Eurocentric beauty ideal of a white woman with straight hair? Podcast host and Formula Botanica CEO Lorraine Dallmeier invited Ekwy onto the show to talk not only about the challenges inherent in caring for coily, textured hair, but also about the struggles facing beauty entrepreneurs of colour. To learn more about this episode, Lorraine's guest, all of the links that were mentioned and anything else, please visit the show notes on the Formula Botanica website.