COVID-19 prompted millions of Americans to adopt new at-home practices to reduce the risks of contracting the disease. Do-it-yourself ( DIY ) routines have become a highly sought-after trend accelerated by COVID-19. About 41 percent of African American women relied less on professional hair services and became avid in-store beauty shoppers, Neilsen previously reported. African Americans attribute $1.2 trillion in consumer power, according to a 2018 report from Neilsen. The beauty industry has often been criticized for its absence of diversity with many Black individuals struggling to find quality products. Rising tension during the Black Lives Matter movement in conjunction with COVID-19 propelled many companies to diversify their products. Proctor and Gamble (P&G), one of the world’s largest advertisers, led efforts to advocate for change within the industry. P&G launched cultural campaigns shedding light on racial bias and challenged the beauty industry’s lack of attentiveness to...