Stormi Steele posted a video on her social media accounts in 2017 of how to use Black hair products she created herself with $800 of capital.

Her homegrown business, Canvas Beauty Brand, later brought in $435,000 in profits through a single $100 paid social media advertisement. Steele said even with this rapid progress, buyers were still asking the same question: Is this Black hair care brand Black-owned?

Instagram has been key to customers finding Black-owned businesses to support and Steele said it has been integral to her business’s growth. And now the platform is strengthening that relationship between customers and Black-owned businesses.

Instagram announced Wednesday its new “Black-owned” label that U.S.-based businesses like Canvas Beauty can add to their profiles. The company and Steele said the label will make it easier to find Black-owned businesses.

“People still ask, ‘Is this Black-owned?’ I think it’ll get rid…

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