Shopping experiences in beauty retail stores are often imagined as frivolous, temporary pursuits of pleasure. Yet, from the perspective of millennial Black women, and in the context of predominantly Black neighborhoods, the consumer experience is impacted by issues related to representation, location, and ownership. Reed’s work revolves around the historical and cultural relevance of the Black beauty supply store and how to improve beauty retail store design and community and business partnerships.

Reed is an assistant research professor in the Department of Fiber Science & Apparel Design. Her primary research interest is in millennial Black women’s beauty culture and beauty retail spaces. Her interdisciplinary research focuses on connecting human geography, feminist studies, and merchandising in the fashion, apparel, and textile industries.