When the US "My Hair My Way" campaign was ready to launch in the UK, we were asked to capture images with incredible women who had a range of 3C-4D coily hair. With the creative direction: "A woman's relationship with her hair", we set out to capture evocative images that brought to life the pleasure of having black, curly afro hair.


Creative vision: My relationship with my hair

Practicing tips from TRUE BEAUTY, my bespoke science-backed inclusive pre, during and post production guidelines that put talent needs before the brief, we gathered as much knowledge about each woman’s hair, skin and style pre-shoot to ensure talent felt comfortable and free to show us how much they love their hair and its versatility.

Photographer: Krystal Neuvill​