We've Only Gone and Landed in the USA – Shedid & Parrish Goes Stateside

We’ve got some BIG news. The kind that makes you want to do a little happy dance. After four years of nurturing curls, coils, waves and textured tresses across the UK, we are officially crossing the pond. That’s right, Shedid & Parrish is now available in the USA.

And not just anywhere. We’ve been handpicked to launch with retail legends Macy’s and Nordstrom, two of the most prestigious beauty destinations in the country. For an independent, Black-founded brand rooted in sustainability, inclusion and clean beauty, this is a major milestone. We’re pinching ourselves and so excited that it’s really happening.

So what does this all mean? Why now? Why the US? Let’s rewind a little.

The Shedid & Parrish Story

Shedid & Parrish was born from a simple but powerful idea: to create high-performance, natural haircare designed specifically for curly and textured hair – without compromising on ingredients, ethics or aesthetics. Our founder Jessica Parrish saw first-hand how difficult it was to find premium products that celebrated curls in all their forms while also aligning with conscious consumer values.

So, in 2021, we launched our very first range. Every formulation is vegan, cruelty-free and free from sulphates, silicones, artificial fragrances and harsh chemicals. We have harnessed clean, plant-powered ingredients that genuinely nourish the scalp and strands – no shortcuts, no greenwashing, no nonsense. And with refill solutions and a focus on our aluminium packaging, we keep sustainability at the heart of everything we do.

Fast-forward to today, and we’ve grown into a purpose-driven brand trusted by salons, stylists and thousands of curl-friends worldwide. We’re continually building our community, making waves and now, we’re taking that mission even further.

Why the US?

The US market is enormous – and the demand for textured haircare is stronger than ever. According to recent research, over 65% of the American population has textured hair, whether that’s curly, coily, kinky or wavy. That’s a huge and richly diverse audience who are actively looking for products that work for their specific hair needs – especially when those products are also clean, ethical and high quality.

Yet, despite the numbers, textured hair is still underserved by mainstream beauty retailers, particularly in the professional / premium space. Representation has improved, but many people with curly and coily hair still struggle to find solutions that are both effective and safe.

Sadly many “curly” products on the shelves still rely on cheap fillers, toxic preservatives, drying alcohols or overwhelming synthetic fragrances. These can cause more harm than good – especially over time. From scalp irritation to damage, breakage and stunted hair growth, it’s a frustrating cycle.

Shedid & Parrish exists to break that cycle. We’re here to help people fall in love with their natural hair, and to do so with products that enhanced their hair health – without compromise.

The Clean Beauty Movement Is Gaining Traction

The clean beauty movement is also accelerating in the US, with more and more consumers questioning what’s inside their products and how they’re made. A report by Statista estimates that the clean beauty market in the US will reach $22 billion by 2027. Transparency, safety, environmental responsibility and ethical sourcing are no longer ‘nice-to-haves’ – they’re essential.

This intersection – clean beauty and textured hair – is exactly where we live.

That’s why entering the US market now feels so right. We’ve spent years refining our formulations, listening to our community, and building a brand that is truly values-led. We knew there was a space for us in the American market, and clearly, we’re not the only ones who felt that way…

The Ultimate Seal of Approval

To be invited to launch with Macy’s and Nordstrom – two of the most iconic retail names in the United States – is beyond exciting. These are more than just stores; they are tastemakers. Their beauty buyers have an eye for what’s next, what’s best, and what truly resonates with their customers.

Macy’s and Nordstrom champion a blend of heritage and innovation. They curate brands that reflect excellence in product, purpose and design – and we’re honoured to be included in their lineups alongside some of the most prestigious beauty names in the world.

It’s not just about shelf space – it’s about validation. These retailers understand that inclusive, sustainable, results-driven haircare matters, and they are helping lead the charge in offering better choices for all hair types.

So whether you’re discovering us for the first time or have been with us from the start, this moment is for you.

What’s Next for Shedid & Parrish?

This is just the beginning.

Expanding to the US with such incredible partners is a huge step for us, but we’re not stopping here. We’re actively seeking like-minded brand partners, salons and stockists across the country who share our passion for clean, conscious and inclusive beauty.  Now we’re geared up, we can support with product, education and more.

We started this journey with a vision to change how curly and textured hair is seen and cared for and to reach a space where anyone with any curl pattern can be fully supported. Four years later, and we’re still breaking new ground but still a long way to go. 

It’s also the time to thank everyone who has supported us so far – thank you. To those discovering us for the first time – welcome. We’re so glad you’re here.

America, Shedid & Parrish has landed. Let’s grow together.

Want to shop our range in the US?
You can now find Shedid & Parrish online at Macy’s and Nordstrom. For insider tips, product guides and curl inspiration, sign up to our newsletter and follow us on Instagram @shedidandparrish.