Our Mission

At the heart of our wholesale company is a simple mission: to uplift and empower BAME-owned salons and stores by giving them the tools they need to grow. We understand that many small businesses in the Black, Asian, and Minority Ethnic communities face challenges when it comes to accessing reliable suppliers, affordable products, and the support needed to compete with larger retailers. That’s why we’ve built our platform to be more than just a wholesale service—it’s a partner in growth.

From stocking high-demand hair, beauty, and lifestyle essentials to providing consistent supply at competitive prices, we help independent BAME salons and stores stay ahead. Every order placed through us is an investment not just in products, but in sustainability, community, and growth. By working together, we enable smaller businesses to expand their customer base, strengthen their local presence, and keep their communities thriving. When our clients grow, we grow—and that’s the story we’re proud to share.

Yusuf Ahmad - Company Director