But as more of us invested in these small businesses, the high street started to listen up and take note of the pounds rolling in from women willing to shell out for their haircare routine . Initiatives like Superdrug’s Shades of Beauty campaign, for example, have seen an influx of big brand products that cater to afro hair appear in store, and although there is still some way to go, it seems afro hair is being catered for more than ever before.