“We aim to provide our clients with strategic support to best address overlooked populations in terms of products and messages,” explains Haweya Mohamed.

Driven by iconic personalities like Rihanna and Pharell Williams, the multicultural movement is making progress in the hair care, skincare and makeup categories. The founders of The Colors now emphasize the opportunity to breathe new life into the perfume industry which, until now, has mainly been influenced by a close circle of olfactory sensibilities.