Personalities including boxer Ramla Ali, Black Minds Matter co-founder Agnes Mwakatuma, and EastEnders star Jessica Plummer have teamed up with Pantene, Black Minds Matter and Project Embrace to launch the My Hair Won’t Be Silenced campaign, helping to end discrimination against Afro hair in the UK.

Mwakatuma commented 'Pantene’s campaign is much needed to emphasise that racism isn’t always explicit and can also take the form of subtle, unspoken microaggressions. When Black people face this over time, it can be incredibly detrimental to maintaining mental health. We hope that "My Hair Won’t Be Silenced" will lead the way and inspire other brands in the haircare industry to take long overdue steps to cater for, and proudly represent the Black community'.