my hair my crown report - i see...

My Hair My Crown : Natural Hair in Africa

I See Africa Report

Content

Introduction

Naturalist

Awarness

Natural hair influnce

My Hair My Crown Report

Follw the business of natural hair in Africa

Introduction

The emergence of the natural hair movement in the 21st century was first noted in 2014 with pop culture creatives such as Solange Knowleges, Pearl Thusi and Lupta Nongo embracing their fro. As we move into 2018, so the choice of African woman going natural becomes a favourable choice. The My Hair , My Crown report looks at how the socially conscious movement has created business opportunities within the black hair market. This leading to companies such as L’Oreal creating products to cater to the naturalist consumer.

‘Our tailor made recipes cover both the hair care and styling needs for the African natural hair’ L’Oreal statement

As companies start creating products that cater to black woman’s natural hair as explained by Clicks category manager for ethnic hair Ester Appels‘,there has been a definite trend towards embracing natural hair in all forms’.

There is also an increase of black woman creating platforms which allow them to interact with their fellow natural hair peers. African woman are catering to the natural hair industry by launching businesses and simultaneously gaining a percentage of the black hair industry ecosystem. The socially conscious movement is merging modern communication which enables interaction with like-minded people and the ability to embrace African identities, history thus creating business prospects in industries that were traditionally monopolised by big business such as the hair and cosmetic sector.


Introduction


The #teamnatural in Africa has seen a strong adoption of the movement from countries such as South Africa and Nigeria. In 2016 Nigeria held its third natural hair and beauty show which saw speakers from various African countries participate while the audience members received free hair products and consolations.

My hair My crown Africa will continue to see a Pan African approach to embracing the challenges, solutions and products created specifically for African natural hair.


Naturalist

Social media is at the forefront of driving the story of the naturalist hair journey. In this regard the natural hair movement is triggered by black conscious millennials who have taken the path of living a chemical free lifestyle. The naturalist consumer is a consciously ‘woke’ person who looks over product labels in search of botanically derived nourishing ingredients in avoiding the harsh, cheap chemicals found in many commercial brands. The degrees of a naturalist vary, for some it’s a lifestyle this results in conscious consumption internally and externally.

‘The natural hair movement is part of a rising global wellness consciousness. We are eating organically and we are more conscious about the ingredients in our skin and hair products’

Taryn Gill – Founder Local Hair Care product


AWARNESS

The natural hair movement has created spaces that encourages woman to appreciate their hair in its natural form. Through the discussions on the health benefits of natural products, summits that shed light on the availability of styles, products and salons which make it simpler to manage natural hair. The move to naturally made hair care for African woman has shed light to the health concerns of the traditional chemical technique of straightening natural hair.

In 2016 activists and entrepreneurs promoted natural techniques for Nigerian woman to care for their natural hair.This was due to concerns that commonly used products such as dyes, relaxers led to health issues.

My Hair My Crown Report AWARNESS

Online community Nappys de Babi is an online community created by Mariam Diaby. Based in Abidjan, Ivory Coast the platform encourages and supports African woman to embrace their natural hair instead of straightening it. The site provides tips on how to take care of natural hair , the site currently has 1700 members.

For the Swimmers

A Cape Town based mom, Nomvuyo Treffers created Swimma caps. The brand produces swimming caps which accommodates high volume African hairstyles such as locs, braids, dreads and afros. The brand was inspired by the painstaking hair maintenance Trefferes experienced with her two daughters natural hair health after getting them into water sports. Swimma caps are available in a variety of colours and sizes.

‘I thought, how it can be that in a country like South Africa with the demographic that we have, that we don’t have a product like this for black people’ Nomvuyo Treffers – founder


Artistic expression

African Krown series

African Krown is an instrgram hair series created by South African stylist Kwena Baloyi. The series looks at how people choose to wear their hair. As Baloyi describes one’s hair as an extension of their character and personality

‘ I hope black woman feel free to be whoever they choose to be through their krowns’ Kwena Baloyi – fashion stylist


Braided prints

Nontsikelelo Mutiti creates digital experiments and prints inspired by ruka which is a term in shona that describes the process of braiding. Mutiti states that similar processes are related to the development of coding languages and computation. Thus resulting in Mutiti using positions in African braided hair technique within the space of digital technology.


Events

The natural hair movement has created a host of events which introduced African woman to African natural hair products, consultations and creating spaces which embrace the sharing of ideas and stories of self-love as an African woman.

African hair summit

The summit was created to raise awareness about the use of harmful chemicals in hair products used by African woman. 2017’s theme was focused on growing the African hair industry through strategic thinking and safe practice. This was achieved through challenging the notion that natural hair is unmanageable. Woman attending the event were challenged to spend two months taking care of their hair with the correct regime and moisturizers.

Loc appreciation day

Loc appreciation day is an annual event hosted by African blog/ salon Loctitude. The event is a space in which people with locs embrace their natural hair journey by sharing their challenges and growth.


Hair that moves

Hair that moves is a South African film that highlights the struggles young African girls experience with their natural hair. The short film follows a young girl Bhule as she embarks on a journey to transform herself to look like her favourite popstar. The film is available on Amazon Prime.

Free to embrace

Free to embrace campaign is a visual audio campaign series of woman sharing their journey of accepting and loving their natural hair.


Natural Hair Influence

Tress App

Created by three West African woman: Priscilla Hazel, Esther Olatunde and Cassandra Sarfo connects woman to the latest hairstyles, tips and salons in their area. In the first year, Tress attracted more than 60 000 users from Africa as well as the UK, US, Caribbean and Europe.

Natural African products

The products mentioned were created by entrepreneurs who saw the gap in the market within catering to African woman’s hair. As the market continues to grow, start-ups will need to branch out into various sectors or services that will cater to the naturalist consumer.


Earth by mummy – South Africa

The Earthly range has a variety of products such as hair oil which contain arnica oils, hair butter, satin scarves, pillow cases, moisture mist and shampoo bar. Founder Mthembu Fawkes also educates naturalist through her YouTube channel.

Luaguah Naturals – Kenya

The company produces natural hair and body products such as lip balm,hair butter and body scrub. Which contain rich ingredients such as strawberries, vanilla, black castor, peppermint and cinnamon.

Heat free hair

Heat free hair is the first company to specialise in creating kinky, curled and coiled textured hair for different types of natural hair. Currently leading in the South African and Nigerian hair market, the Washington based company manufactures hair extensions for African woman with natural hair.

Natural Hair Influnce


Natural hair movers

The natural hair movement in Africa has been propelled by social influencers creating an African narrative for naturalists in the continent. Bloggers, social media influencers and entrepreneurs have created spaces that cater to the depiction, celebration of the African naturalist.

Mane Chick

Mane chick is an online platform that provides tips, styles and transitional looks for African woman. While creating an archive of images capturing local African woman who embrace their natural hair.

Lumo hair salon

Lumo is a one of the niche salons popping up to cater to naturalists. Based in Nigeria the salon was created in conjunction with the campaign warning Nigerian woman on the health risks of applying chemical based hair products. Hairdressers at Lumo use natural based ingredients and avoid heating their client’s hair.

Salons such as Hairural in Johannesburg, South Africa and O’Naturals Natural hair salon also abide by the use of natural products for their clients as well as not applying heat and using combs during hair treatments.


Conclusion The business of natural hair in Africa has great potential specifically for African female entrepreneurs. The consciousness of the naturalist consumer allows for start-ups to branch into a holistic perspective of the interests, aspirations and lifestyle of the naturalist consumer.

As we have seen, companies expanding their products from simply supplying hair products to adding body products and hair accessories. This will set an additional opportunity and challenge for businesses moving into this sector. Businesses should consider how they will position themselves as an accessible, reliable brand that caters to the naturalist clientele. As well as how they will continue to evolve with their client as they progress within their hair, body and naturalist’s lifestyle shifts.

For more information or for more African trends stay connected with I See Africa:

@isee.africa

[email protected]

@isee_africa

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