SIENNA GIRL JONES
There’s a New Standard of Business
Beauty is economic. It's political. It's deeply personal. The brands that will define the next decade are the ones willing to reckon with it all. We help you do exactly that.
We work where wellness, strategy, and impact converge. Our partners aren't looking for surface-level representation; they're building something that changes the industry from the inside out.
Why This Work Matters
The numbers are impossible to ignore.
The U.S. beauty market is valued at approximately $60 billion and growing — projected to reach $73 billion with a compound annual growth rate of 5%. Black consumers represent a driving force within that market, spending an estimated $7.5 billion on beauty products annually and nearly nine times more on hair care than the average consumer.
Yet the industry has consistently failed to protect the communities that power it most.
Beauty products marketed to women of color have been found to contain a disproportionate number of potentially harmful ingredients, including chemicals linked to breast and ovarian cancer, uterine fibroids, and other serious reproductive health concerns. This is not incidental. It is a systemic failure that demands a strategic, culturally informed response.
This is the work. And it's why we do it.
Our Work. Our Impact.
We bring deep industry expertise and strategic counsel to organizations ready for meaningful, measurable change. Every engagement is grounded in research, informed by lived experience, and designed to create results that endure.
Industry Expertise. Strategic Precision. Lasting Impact.
We don't offer generic playbooks. Every engagement begins with a deep understanding of your organization, your audience, and the cultural landscape you're operating in. From there, we build strategy that is specific, executable, and designed to hold up over time.
Our mission is clear: equip brands to make better decisions, craft authoritative narratives, and drive enduring transformation — converting communities into confident, engaged consumers who trust you because you've earned it.
Sources: McKinsey & Company, "Black Representation in the Beauty Industry"; Campaign for Safe Cosmetics.
The standard of beauty is shifting. The brands that lead that shift will define the next era of the industry.
If you're building something that matters and you're serious about doing it right— we want to be in the room.
Dr. Astrid Williams | CEO & Founder
Partnering Agencies
SIENNA GIRL JONES
Dr. Astrid Williams | CEO & Founder
LET’S BUILD WHAT MATTERS
Let’s Build What Matters
We Work With Leaders Who Are Ready to Build Something Real.
Not performative. Not surface-level. Not trend-chasing.
We partner with forward-thinking brands, organizations, and leaders who understand that beauty, wellness, and identity are deeply connected — and that the most powerful brands are the ones brave enough to reflect that truth. If you're ready to invest in strategy that is culturally intelligent, equity-driven, and built to create lasting impact, you're in the right place.
Who We Serve:
Beauty & Wellness Brands You're navigating evolving consumer expectations around inclusivity, representation, and transparency — and you need more than a rebrand. We help you develop strategies that authentically engage diverse communities, strengthen brand trust, and ensure your messaging aligns with your values at every touchpoint.
Brand Founders & Executives You have a vision. We help you refine it, articulate it, and build the identity, storytelling, and market presence to match. We work with founders and C-suite leaders who are committed to standing out in competitive markets — without compromising who they are or what they stand for.
NGOs, Nonprofits & Community Organizations We partner with organizations working at the intersection of beauty, wellness, and community impact to develop campaigns, initiatives, and messaging that drive both awareness and meaningful change. If your work serves communities that have been historically underrepresented, we want to be in the room.
We offer carefully curated services tailored to each client's specific needs:
Strategic Brand Advisory — Advising CEOs, founders, and high-impact organizations on brand positioning, identity alignment, and market strategy.
Creative Direction & Campaign Advisory — Shaping the vision, narrative, and execution of high-impact campaigns rooted in culture and equity.
Speaking, Fireside Chats & Panels — Bringing expert perspective and thought leadership to stages, conferences, and brand activations.
Event Activations & Pop-Ups — Designing immersive brand experiences that build community, drive awareness, and leave a lasting impression.
