This new partnership is working to address disparities for medical patients.
Premier Inc. (NASDAQ: PINC) has awarded Strands of Faith, a clean haircare brand, with a contract to supply 4,400 hospitals across the U.S. with textured hair products, according to a press release.
The partnership marks one of the first haircare companies in the new category “Ethnic, Scalp, and Skincare” to receive the contract. What’s more, the press release notes that Strands of Faith will now expand its distribution network and increase its visibility in the healthcare industry.
Founded in 2018 by Ameka Coleman, Strands of Faith includes safe, non-toxic products that allow patients with coarser hair textures to keep their tresses cleansed and moisturized during their hospital stay. The haircare line, featuring conditioners, shampoos, and stylers, is free of sulfates, silicones, parabens, mineral oil, phthalates, and paraffins.
“We’re breaking down the barriers of hair type discrimination (Texturism) by prioritizing textured hair and providing the best formulas so that everyone can feel confident in their unique beauty,” Strands of Faith’s website states.
As the healthcare industry still lacks training for needs such as hair care, Strands of Faith aims to fill the void. Prior to launching her brand, Coleman saw firsthand the inadequate representation of haircare products for textured hair while working as a clinical research professional.
Now, she’s part of supporting underrepresented patients in hospitals with products that provide comfort and dignity with the help of Premier, a leading healthcare improvement company.
“Studies have consistently revealed the presence of racial inequities and unconscious bias within the United States healthcare system,” Coleman said, according to the press release. “These biases also extend into haircare. I am super excited that this partnership will allow for a more equitable healthcare landscape.”
Following the motto of “when you look good, you feel good,” Strands of Faith has a focus on self-love and faith, and its clean haircare products aid in amplifying wellness, improving mental health, and building communities.
