Speaking for myself, I will not be supporting a lot of brands that aren't owned by people who look like me. Why do others lust after creating hair products for us when they are not us? No thank you mister capitalism. There are more than enough black women in the haircare business that understand my culture and the textures of a black woman's hair. I will purposely support them in their efforts to gain generational wealth.
I thought the brand Cantu was black owned but it is not. They say it is black-led. Can those black folks control the ingredients in the product? Alex Tosolini can. He is the owner of Cantu. African Pride is not black owned. A European man started it, now an Indian man runs and owns it.