The natural hair industry is meant to cater to all men and women with natural hair regardless of the hair texture, but people are finding that the industry may be more in favor of black hair textures. This may be caused by the increase in men and women who have embraced being natural and frequently purchase natural hair products. The demand for various natural hair products is mostly made by African American, Bi-Racial, and Hispanic men and women.
The Natural Hair Industry is constantly growing with the increase in products being sold and men and women joining the natural hair community every day. With the help of the Natural Hair Movement, the industry has become very popular and gained many loyal customers.
The Natural Hair movement was created in the United States and gained its popularity in the early 2000’s, for being a movement that embraced African-American natural hair textures. Although men and women were wearing their hair natural far before the movement was created, this movement created a platform for African-Americans to be proud of their many hair textures and wear them with confidence.
Prior to the creation of the natural hair movement, the idea of African American natural hair being something that should be celebrated was a taboo, due to the United States and many other countries Eurocentric influence. Justine Mudiay, born in Congo and new to the natural hair community says she has been a witness of what these Eurocentric beliefs can do to someone's self-image.
“In Congo everyone wears their hair naturally, so there is no controversy around that. In the U.S. I know women who are uncomfortable with their natural hair because a lot of the media glorifies that straight hair look,” says Justine.
In current times, the natural hair community has not completely escaped the stereotypes linked to their natural hair styles and textures, but there has been a huge decrease in relaxer sales, which has made a huge statement in the hair care industry. More men and women are learning to look past what society may say they should be doing with their hair.
The hair industry’s constant growth was one of the topics discussed at the Bronner Brothers International Hair Show and Convention in 2014. The Natural Hair community is defined as a group of African American and bi-racialwomen who choose to wear their hair in its natural hair texture.
These hair texturesvary from curly and coil to wavy and kinky. Recently the natural hair community and industry has received pushback from men and women within and outside of the cultural groups they serve about its diversity and inclusivity. Many argue that the natural hair industry has not yet perfected creating products for every texture of hair. Specifically, for those who have hair textures that are mixed or 4a-4ctextures.
“I have mixed hair textures ranging from 3B-4B, which makes it very hard for me to find products that can properly treat my hair. I have yet to see a hair care brand make affordable products for those of us who have multiple hair textures,” says Shaunice White.
Chinwendu Nwokeabia, also known as CJ, has been natural hair her entire life. She is a Nigerian American college student who has struggled with finding hair products that hydrate her hair and make it manageable. CJ’s 4c hair texture has caused her to find discomfort in embracing her hair.
“I grew up in a household where I was constantly told my hair was too much to manage. That didn’t exactly help me feel good about my hair,” says CJ.
There are many stereotypes that connect black hair with being unmanageable, untamed, rough and nappy. Reighhan Gillam ‘s article on Mariana Rondon’s, Bad Hair, dives into the stigma connected to natural hair that CJ has experienced. CJ has invested time and money into finding hair products that work for her. Unfortunately, she has not had any luck. Many brands such as Cantu, Cream of Nature, As I Am, and Deva Curl are extremely popular among the natural hair community. These brands range at different prices, but have gained notoriety in the natural hair community for being some of the best hair products for natural hair care.
“I think a very big issue in the natural hair industry is the marketing. For a girl with 3a-4a hair textures, it is easy to find products that work for them because so many companies use their hair textures on the box of the product. I have yet to see a woman with my hair make it to a product box, “says CJ.
Natural hair biasis prevalent in the natural hair community/industry. Women with 4a-4c hair textures are bringing attention to the type of women companies used to brand their products. Typically, hair brands are using lighter-skinned African -American or bi-Racial women as the face of products. There are a number of companies, that have brought diversity to their packaging by using women of all shadesand hair textures.
There are other ethnic groups with naturally curly and wavy hair that struggle with feeling included in the hair industry. Asian men and women are usually stereotyped as having long, dark, straight hair that tends to stay in the same style. Beedhya Bia, born in Nepal, has struggled with identifying with the hair industry. In Nepal, men and women are born with various hair textures. Beedhya, born with straight and very thick hair has always found it difficult finding hair productsthat properly treat her hair.
“In my culture, straight dark hair is encouraged, but that’s not always realistic for all of us,” says Beedhya. Growing up with a cousin who has 2A-3Bhair textures, allowed Beedhya to understand that Asian men and women can have curly, thick, and wavy hair too.
“I have always wanted to dye my hair, but I can never find a hair dye brand that will properly absorb into my hair to create a vibrant color. I want to use some of the natural hair brands because I know they’re for thicker hair, but I never see any Asian women use natural hair brands”, says Beedhya.
Most if not all-natural hair brands are usually advertised for black women, but that does not mean they cannot be used by other ethnic groups. The natural hair industry has a large African American demographic, but also attracts other ethnic groups at times.
Natural hair guru Shaunice White and Natural /Social Scientist Dawnielle Causbey believe that the disconnect between the natural hair industry and other ethnic groups stems from the very specific advertisements for certain hair brands. “The issue is not that, there aren’t any products. Natural hair products are just marketed for black women and that makes other people feel like they shouldn’t buy them,” says Shaunice.
“The natural hair community/movement was created for black people and there is nothing wrong with that. Just because it may be ours does not mean we aren’t willing to share it with other natural men and women,” says Dawnielle. Although the natural hair industry is African American dominated, there is still an opportunity for other ethnic groups to participate in the movement.