Jessica Parrish is the founder of multi award winning, sustainable hair brand Shedid & Parrish. Where science backed plant-based formulations meet the needs of curly hair. As a mixed race adoptee growing up with a British family; navigating the curl landscape, understanding what they need and their connection to personal identity has long been her focus Setting out to unite all curl patterns, along with her bio-chemist she formulated firstly for the tightest coil, ensuring the right properties and needs were met around moisture retention, strength and growth. Further developing the range to ensure it universally supports all curls patterns for all genders, ethnicities and ages. Jessica is an ambassador for World Afro Day and engaged with the British Beauty Council to help build awareness and a level playing field for those with all curl patterns. Collaborating with professional stylists, she help to educate and build knowledge for both professionals and the end consumers to better understand and love their hair as it naturally grows from their head.