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Before the oppressive summer heat descends on Atlanta, therapist Brittanee Sims usually gets her thick, curly hair braided at a salon to preserve her healthy mane.

But it’s more expensive this year. So she’ll only pay for her teenage daughter and son to get their summer hairdos. Not having braided hair “creates more of a hassle for everything,” said Sims, who counts herself among the tens of millions of women who regularly spend on the Black hair care industry.

Now, she said, she has to “go home and figure out what I’m gonna do to my hair in the morning, after I go to the gym and it’s messed up with sweating and frizz.”