Breast cancer survivor and African fashion business expert Jacqueline Shaw introduces new biodegradable, plant-based braiding hair extensions to revolutionize the industry, combining sustainability with personal resilience, because beauty should never come at the cost of health.
London, UK – April 28, 2025 – Is your hair harming you and the planet? This bold question marks the beginning of a new era in hair care and fashion, driven by health-conscious and environmentally aware innovation.
Introducing The Canerow Company – a new venture by seasoned entrepreneur and breast cancer survivor Jacqueline Shaw – offering plant-based, biodegradable braiding hair extensions that are as kind to your health as they are to the environment.
With synthetic hair having links to respiratory illness, hormone disruption, and cancer, Jacqueline launched The Canerow Company with a plant-based solution to offers a safer, sustainable alternative to synthetic extensions and to give Black women a healthier choice.
Shaw is a recognised business coach, sourcing agent, and leading expert within the African fashion industry. She is the pioneering author of the celebrated hardback book Fashion Africa, a work that has earned her media features across major platforms including BBC Africa, BBC Woman’s Hour, Ben TV, Arise TV, and Monocle magazine, among others. With her proven track record of championing African-made products and sustainable business practices, Shaw brings her deep industry knowledge and passion for cultural heritage into the haircare space.
Inspired by her own breast cancer journey, Shaw’s latest venture offers a healthier alternative to synthetic hair extensions, which often contain harmful chemicals that (according to research by Harvard School of Public Health, The Lancet Regional Health – Americas an Consumer Reports) have been linked to skin irritation, endocrine disruption, respiratory issues, and even cancer.
The Canerow Company’s biodegradable, cellulosic plant-based hair fibres are designed for braiding and extensions in a variety of styles and colours. Unlike traditional synthetic hair, which contains materials like Polyethylene Terephthalate (PET) and Polyvinyl Chloride (PVC), this revolutionary new product eliminates the harmful chemicals that can disrupt overall health, such as skin irritation, asthma, and reproductive issues like fibroids and endometriosis. Moreover, it’s fully recyclable, providing a sustainable solution that aligns with today’s more conscious world.
“I wanted to create something that not only made people feel good but also supported their health and the planet,” says Jacqueline Shaw, Founder of The Canerow Company.
“After my breast cancer diagnosis in 2021, I was looking for a healthier alternative for my own hair, and that’s when I realised how important it was to offer a solution that addressed both personal health and the environment. This is not just about braiding hair extensions, it’s about empowerment, healing, and raising awareness about the impact synthetic hair has on us all. The Canerow Company is for those tired of hidden toxins in their hair products. We are redefining what it means to protect your crown and your health.”
A Health and Beauty Crisis Hidden in Plain Sight
The UK Black haircare market is worth an estimated £100 million, yet Black British women face a shocking lack of regulation and safety testing in the products they use. According to a 2018 University of London study, over 80% of Black women in Britain use synthetic hair extensions—but most have no idea what’s actually in them.
A 2021 report by beauty subscription company Treasure Tress, found that black British women spent £168m a year on their hair products, six times more than white women as suggest by prior research by L’Oreal. Yet the British Beauty Council reported in 2020, that many products marketed to Black consumers still contain ingredients already banned in the EU. Since these products are often imported or not specifically tested for textured hair types, they continue to fly under the regulatory radar.
This is not just a beauty gap—it’s a health gap.
Black British women are disproportionately affected by this oversight, facing higher rates of fibroids and delays in breast cancer diagnoses compared to their white counterparts. These disparities are not isolated medical issues; they are systemic and deeply rooted in unequal access to safe beauty options.
Recent studies published in The Lancet and Environmental Epidemiology confirm the dangers: chemicals such as phthalates, parabens, and synthetic fibres commonly found in braiding hair have been linked to endocrine disruption, respiratory problems, and cancer risks. A 2023 study further revealed that synthetic braiding hair, when heated during installation, emits volatile organic compounds (VOCs) that can be inhaled by both the stylist and the client.
“I was one of those women,” Shaw shares. “Like many others, I wore synthetic hair for the convenience, for cultural pride, the fashion and the beauty. I never knew it could have been contributing to making me sick.”
The Meaning Behind the Name: Rooted in Heritage
The Canerow Company name pays tribute to Shaw’s British-born Jamaican heritage, and to the deep cultural roots that inspire the brand’s mission. In Jamaica and across the Caribbean, “canerow” is the term used for the traditional style known elsewhere as “cornrows”—a word whose origins trace back to Africa. In choosing this name, Shaw honours her African ancestry, her Caribbean upbringing, and the tradition of braiding as a symbol of beauty, strength, and community. “The Canerow Company is not just about hair extensions, but about nurturing the roots of Black women’s hair, health, and heritage” says Shaw.
The Solution is Here
Shaw’s journey has been deeply personal. After experiencing hair loss due to chemotherapy, she struggled to find a safe and sustainable solution to her styling needs. The lack of viable alternatives motivated her to launch The Canerow Company – a Black-owned, Black-made, and female-founded brand dedicated to providing healthier options for braiding hair extensions.
The brand is committed to raising awareness about the health hazards posed by synthetic hair while empowering Black women and girls to make more informed and health-conscious choices.
“I want to empower women, especially in the Black community, to make informed choices about their hair and their health. This isn’t just about hair; it’s about providing a safer, more sustainable option that reflects our values, our culture, and our heritage,” Shaw adds.
The Canerow Company is now set to launch in the UK, with plans to not only provide access to purchase the hair extensions but with an ai to also educate consumers, drive industry change, and set a new standard for beauty and health.
Consumers can soon purchase the braiding hair extension products directly via the website at the link below.
Website: www.thecanerowcompany.com
Get In Touch
Learn more about The Canerow Company and its game-changing plant-based braiding hair extensions by following the brand on social media:
- Instagram: @thecanerowcompany
- Facebook: The Canerow Company
- TikTok: @thecanerowcompany
Be the first to know when the product is live and how you can experience this healthier alternative for yourself, to transform the way we care for our hair—and ourselves.
For media inquiries, please contact:
Jacqueline Shaw
CEO / Founder, The Canerow Company ltd
Email: canerowltd@gmail.com
Website: www.thecanerowcompany.com