S.T.R.A.N.D.S. Takes ESSENCE: A New Era of Haircare

By: Angela Walker

Article based on an interview conducted by Angela Walker with Susan Peterkin-Bishop and Eugene Salas.

When Susan began working with prominent brands years ago at massive ESSENCE festival activations, she never imagined that one day she’d be leading her own—this time, for a company she helped build from the ground up. Fast forward to this summer, and that’s exactly what happened. 

If you haven’t yet heard of S.T.R.A.N.D., allow us to introduce you to this game-changing company. S.T.R.A.N.D.—short for Stylist Training and Researching and Networking with Dermatologists—connects dermatologists with stylists; who are often the first to notice early signs of hair and scalp issues. The mission? To provide stylists with science-based education on what to look for, bridge the gap between doctors and hair professionals, and elevate the client journey with deeper care and holistic support.

While in a planning meeting with their sponsors, the team at S.T.R.A.N.D. was asked to create a community activation in:

• New Orleans

• Houston

• Miami

That’s when co-founder Dr. Kindred spoke up: “Let’s do ESSENCE!” The idea sparked immediately. Susan jumped in with the concept, Eugene—their program manager—designed the buildout, and the sponsors loved it. With just under two months to execute, Susan presented S.T.R.A.N.D.'s sponsor with the plan and plainly stated, "The time to act is now!" Just like that, the wheels were in motion.

Now, keep in mind: ESSENCE Festival activations are typically planned a year in advance. They got to work immediately and secured a $25,000 rental at a gorgeous art gallery just a block and a half from the convention center.

Knowing that Black women typically arrive at ESSENCE with their hair already styled, Susan knew they needed a different draw. The theme became:

Your Scalp. Your Skin.

Free hair consultations. Free festival styling.

They recruited S.T.R.A.N.D. Certified stylists and dermatologists to activate in the salon, and a street team to draw in attendees, and it work!

Once inside the S.T.R.A.N.D. Salon Pop-Up, attendees were offered style touch-ups and consultations—then guided into conversations with licensed dermatologists. Susan and her team expected maybe 50 guests. Instead, they had 268 attendees. Of those, 70% consulted with a dermatologist, and only three left without a diagnosis.

“It wasn’t just about looking good,” Susan explains. “It was about feeling good from the inside out.”

The experience was enhanced through their partnership with WellnessWorx, a healthcare advocacy organization that joined just one month before the festival. They brought speakers, mental health advocates, and dynamic panel discussions that added dimension to the activation.

There were hiccups, of course. “We didn’t get the sponsorship funds in time to secure the building,” Susan admits. “So I had to front the costs myself. And then, the shampoo bowls we ordered never arrived.”

But in true S.T.R.A.N.D. fashion, the setback became an opportunity. They pivoted to Natural Hair Restoration's Dry Shampoo Elixir, a product created by S.T.R.A.N.D. Certified Stylist Anita Hill Moses, which not only worked—it cleared scalps and left hair bouncy. That unexpected win has Susan wanting to put this dry shampoo in more stylists’ hands. 

Reflecting on the experience, Susan shared:

“S.T.R.A.N.D. was built for professionals. But now that we’re engaging the community, we realize we need to stay in this space too. Stylists already engage with the community—so we need to be right there alongside them.”

Following the success of ESSENCE, S.T.R.A.N.D. hosted another powerful community event at their headquarters in Maryland. (Click here for the recap.)

Next stop: Birmingham, Alabama, from August 9th - 11th to participate in the Magic City Expo and host a community weekend in partnership with Darrius Peace at Hayah Beauty.

To learn more about S.T.R.A.N.D., collaborate, or support future activations, visit their website https://www.thestrandnetwork.org/ The Gist: At this year’s ESSENCE Festival, S.T.R.A.N.D.—an organization bridging stylists and dermatologists—launched its first-ever solo activation led by co-founder Susan Peterkin-Bishop, offering free scalp consultations and styling in a pop-up salon just steps from the convention center. Despite challenges, the team drew over 260 attendees, most of whom received a medical consultation and diagnosis. With a focus on holistic beauty and community health, S.T.R.A.N.D. is charting a new path in haircare—one rooted in science, connection, and care.