- The more we did research to figure out what's going on in the beauty industry at large, the more we saw the industry wanting to be more inclusive, but struggling to be authentic in the inclusion.

Our whole goal here was to create a community that is conscious.

(upbeat music) Hello, I'm Camille Heard, co-founder and CEO of FELOH, For Everyone's Love of Hair and Beauty.

- Hi, my name is Jacqueline Baron and I am the co-founder and Chief Operations Officer of FELOH.

- I would say the seedling for FELOH started really like 2014.

- Camille and I were freshman year roommates at the University of Pennsylvania.

So we had plenty of nights staying up in our dorm room, discussing hair.

- A thought came to my mind like, what if there was a social space where people can learn from each other, to learn, you know, what products work for them.

Help people feel empowered and comfortable to try different looks.

- That was part of like, how can we create a platform where we really streamline this information and are able to help people get the relevant information they need when it comes to hair.

Since then, we have expanded to including beauty products as well.

- After a year of really like sitting down, reflecting and seeing all these great entrepreneurs, particularly when it comes to beauty, really helped reframe our mindset to "let's not just create this social platform for beauty, let's create a vehicle to help other small entrepreneurs become nationally known."

A lot of these brands, they're minority owned, which we're finding is really important because these brands also have a lot of barriers for them to get out there and for them to get the exposure that they deserve.

- That's what I've been spending this last month doing is really seeing all of the products and being able to see the passion that each of the business owners possess.

And knowing that 'Wow, like we're really able to play a role in helping them become more successful.

They're able to play a role in helping us become more successful.'

And so it has expanded, and just all of that energy and passion is super inspiring.

- My name is Zarin Hamid and I am the Chief Admin Officer.

And my story is, I have a disability, so it was always really hard to find work.

And when I met Camille and she talked to me about FELOH, I felt like, 'What do I have to lose?'

And I just love the beauty industry, 'cause even if you're not feeling well, or you're sad, you can make yourself look good and you feel good.

We're really coming from a good head space and a good heart space.

And one of our main things being inclusion.

Not only do we strive to live an authentic lifestyle, we want others to have the courage to live an authentic lifestyle as well.

- One thing that we really wanted to do differently is be conscious in content that we're generating and not just, you know, race inclusive, but body type inclusive, ability inclusive, gender inclusion.

It's still inherently biased.

Beauty really can be for everyone.

So that was really important for us being people of color, creating a beauty platform.

- [Narrator] Ideastream public media receive support from PNC bank.

Which has made a home in the heart of Cleveland by investing in businesses, communities and people.

Focusing on giving back as part of an ongoing commitment to the communities that PNC serves.

PNC bank, national association, member FDIC.