The Steam Bar, a new premium haircare brand designed for people of colour, has launched exclusively at Selfridges.

It claims to be the first haircare brand to merge the art of ‘skinification’ with steaming - a key ritual for people of colour for many generations and centuries - to deliver "exceptional scalp care".

The business was founded by British-born Nigerian Judy Koloko, after noticing that the beauty industry was underserving the haircare needs of people of colour.

By crafting a premium product line and salon space, she hopes to offer an "innovative and disruptive" experience to fill the gap in the market for natural and textured hair.

Koloko said: “Through my experiences, I have noticed a gap in the market for premium hair products and elevated destinations for my community. Thus, I have made it my mission to create a luxurious and inclusive space for all."

The brand launches with four vegan and cruelty-free products, which combine science and essential ingredients to protect, nourish and hydrate natural, curly, afro and textured hair.

Boasting skincare-based ingredients that result in "maximum scalp and hair health", the new range includes The Scalp Shampoo, The Super Scalp Conditioner, The Scalp Serum, and The Scalp Saviour Mask.

The Steam Bar will also open its first premium salon experience at Selfridges next year.

Located on the third floor of the Oxford Street department store, the new salon will provide a number of "world-class" services for scalp care, natural hair, and protective styles via a team of trichologist-trained hair experts, known as “Steam Queens”.

It comes after Selfridges added a new area dedicated to haircare and hair accessories to its beauty offer earlier this year, providing something for all hair types and textures.

The 3500 sq ft space increased the scope of the retailer's previous offer by 180%, creating an improved place for customers to discover its selection of brands and products.