For many women, hair is considered a crowning glory – a prized jewel which does not only make them feel good about themselves but is a form of agency that helps them make political statements.
Women, locally and globally are opting for their natural hair resulting in a decline in the sales for relaxers and chemical hair products.
According to an article by Lynsey Chutel, the increase of women going natural has caused relaxer sales to drop by 18,6 per cent during the period of 2013 and 2015.
Chutel reported that the lack of options offered by hair care producers reflected a culture that shunned natural black hair for decades.
“There were few, if any, products that nurtured natural black hair, but countless options that offered to permanently alter it,” Chutel said.
She said women of colour all over the world were increasingly choosing to wear their hair naturally – a cultural transition that has as much psychological value for them as commercial value for the manufacturers and stores finally catering to them.
“This booming cultural and commercial revolution is one that both consumers and the industry are just beginning to experiment with and understand,” concluded Chutel.
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