The classic vision of a full, rounded Afro is intrinsically linked to the Black Power movement and a rejection of Western standards of beauty amongst the Black community in 1960s America. When the Afro became popular amongst predominantly younger men and women, there was concern in the Black haircare industry – from salons and barbers to product manufacturers – about their future; after all, straightening and processing hair was an expensive and valuable business. However cultivating the perfect rounded Afro required skill and savvy hairdressers soon became experts in shaping and styling natural hair, as well as creating specialist products including the Afro pick and Afro Sheen; eventual exclusive sponsor of Soul Train.