As a young mixed-race girl (Sudanese, Italian, Congolese, and Belgian) who was adopted into a Caucasian (British, Canadian) family, Jessica was very proud of her background but lacked identity. Her curly hair was so integral to who she was but she couldn't articulate why and had no idea how to look after it. As an adult, she began sharing her story and realised how recurring the narrative is. She decided to fill the gap within the curl landscape by formulating a fully inclusive range of products. This became Shedid & Parrish: hair care for the tightest coil, the loosest wave, and everything in between.