Award-Winning Insights Firm
PARTNER WITH THE BEST
Accelerate Your Business with Data Driven Multicultural Intelligence
Driving Growth with Unmatched Accuracy
We transform complex data into clear growth decisions.
Strategic Solutions International (SSI) is an award-winning Category Management and Market Insights firm specializing in uniquely contextual data analytics, spot-on consumer insights, and custom brand research.
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Data-Driven Insights
SSI transforms generic retail data into a fully customized, culturally contextualized, and analytically robust database.
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Multicultural Expertise
Uniquely proactive consumer insights designed to uncover the true motivations and cultural influences that drive shopper behavior.
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Custom Brand Research
In-depth, actionable insights tailored to your specific needs including Focus Groups, Surveys, and Product Use Tests.
Our Services
SSI is Where Insight Becomes Action
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Syndicated Retail Data Reports
SSI transforms generic retail data into a fully customized, culturally contextualized, and analytically robust database.
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Multicultural Consumer Insights
Uniquely proactive consumer insights designed to uncover the true motivations and cultural influences that drive shopper behavior.
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Custom Brand Research
In-depth, actionable insights tailored to your specific needs including Focus Groups, Surveys, and Product Use Tests.
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Exclusive Beauty Supply Data
Independent Beauty Supply Channel Insights backed by 10 years of authentic beauty supply scan data from stores nationwide.
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Strategic Consulting
SSI serves as a true strategic partner offering dedicated consulting support for ongoing guidance, ideation, and real-time problem solving.
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Category Management
SSI provides comprehensive category management solutions that help brands optimize shelf space, pricing, and assortment strategies.
How We Work
Drowning in Data? Data without Direction Doesn't Grow Brands
Since 2004, SSI has delivered cutting-edge strategies to leading Multicultural Beauty brands, helping them uncover white spaces, identify high-value market opportunities, and align innovation with their core competencies.
Facts
We Specialize in Growing Businesses
25+
Years in Industry
$100MM+
Growth Driven
50+
Brand Partners
Portfolio
Learn Something About Our Case Studies
01. The Hair Texture Continuum
In the first texture study SSI created a total market segmentation based on all ethnicity groups. In 2021 and 2023 this report has drilled down to the core multicultural haircare consumers: African American, Latina, and multiracial women.
These consumers represent around one third of women in the United States, with this proportion predicted to increase considerably over the next 20 years.
African American, multiracial, and Latina women are heavier users of haircare, and cover the full texture continuum, from straight, to zig zag coily, and chemically altered textures.
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02. Beyond the Brand: The Influence of Social Media and Founders
SSI explores how social media shapes consumer spending habits and style choices within the MCHC hair care space. We examine whether brand awareness alone drives consumer selection—or if social media engagement has evolved into a true catalyst for purchase decisions.
Finally, we dive into consumer perspectives on brand leadership, uncovering their expectations of Black-founded brands and the role authenticity plays in building trust.
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03. The African Diaspora
In contemporary African society and the global African diaspora, hair continues to symbolize cultural pride and identity. With the resurgence of the natural hair movement, many individuals have embraced their natural hair textures and promoted products that cater specifically to African hair.
From festivals celebrating Afro hair to social media platforms showcasing traditional and modern African hairstyles, hair has become a powerful symbol of resistance, pride, and self-love.
For those in the African diaspora—particularly in the Americas, Europe, South America, and Canada—hair carries additional layers of significance. Due to historical factors such as colonialism, the transatlantic slave trade, and systemic racism, African hair—especially kinky, coily, and curly textures—has often been stigmatized or devalued.
As a result, hair has become a means of resistance and empowerment for many individuals of African descent across the diaspora.
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04. Red, White, and Blue: The Politics of Hair
There is a continued history of Black women being policed on their hair, which African American women still feel the impact of today; two-thirds believe women of color in the US are still expected to conform to white hair standards.
This has encouraged the Black hair movement to work towards growing acceptance of different hairstyles and textures, with a growing feeling that women of color have more freedom to wear their hair how they choose.
Brand trust among consumers remains high in this politically charged climate — just 16% state that they trust brands less, with 77% stating their trust in brands is the same regardless of the current social and political backdrop.
This optimistic view toward brands continues regarding the actions African American women believe brands will take. African American women are more likely to believe brands will uphold diversity programs rather than scale back or eliminate these under the Trump administration.
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05. Beauty Supply Stores: Understanding the Customers at the Beauty Supply Retail Channel
For many African American women, beauty supply stores are a cornerstone for their hair and skincare needs.
80% of African American women report using these stores for some element of their haircare needs. This channel is also popular for purchasing styling products such as edge gel.
The Beauty Supply Channel remains a viable and trusted source in the African American community.
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Why SSI
The SSI Difference
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Early Insights
We see emerging trends before they are widely recognized, giving clients a competitive edge.
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Deep Understanding
We invest time in market dynamics and consumer behavior so insights are accurate and contextually relevant.
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Clear Translation
We translate complex data into clear, actionable insights clients can use in decision-making.
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Value-Driven Approach
We focus on ongoing, data-based, actionable insights — not one-off research projects.
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Strategic Prioritization
We deliver irreplaceable signals and consumer proximity with speed and relevance.
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Omni-Channel Platform
A multi-channel data platform delivering consistent value and high-quality sustainable outcomes.
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Specialized Access
Direct access to trend-originating consumers — more valuable than sheer breadth.
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Additive Partnerships
We foster collaborative partnerships that strengthen value for all parties involved.
Testimonials
What Industry Leaders Say About SSI
“SSI has always been at the door and in the rooms when people have talked about how we better understand beauty for the consumer… With Romina Brown, we always know we’re going to be at the heart of the consumer.”
Dawn Williams Thompson
Brand Strategist & Consultant
Monique & Melvin Rodriguez
CEO & COO, Mielle
Nicole Shaw
Director of Shopper Insights, Mielle
DeeDee Cornier
Vice President of Marketing, EStyle
Leadership
Meet the CEO
Founder
Since 2004
Romina Brown
CEO & Founder, Strategic Solutions International
Romina Brown founded SSI in 2004 with a clear conviction: the Multicultural Beauty industry deserved data, context, and consumer truth that legacy research firms were not delivering. Two decades later, she leads SSI as a recognized authority — translating complex retail and cultural signals into ongoing, actionable insight for the world’s leading beauty brands.
Under her leadership, SSI has become a trusted strategic partner to retailers, manufacturers, and challenger brands shaping the future of multicultural beauty.
Leadership
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