Economic Power of #blackgirlmagic (Pt. 2)
Over the years, I have experienced a transformation in thought, behavior, and emotion. I’ve had the chance to learn about my hair, my ancestral traditions, and grown in conviction about my body being mine to portray as I see fit. I have now understood that the male gaze doesn’t define who I am and how I present myself to the world. In truth, along with many young women, I placed an immense value on how males viewed my body in my formative years. After ten years within the Natural Hair Movement, I increasingly have developed my self-image independent from others’ perception of me. I felt the freedom to change my appearance, the way the hair on my head and body grow, the different ways I express my style and personality. No one has enough influence to change the way I see myself. I also accept that others will do as they please with their own body and with their own hair. Over the years, there has also been a fluctuation in how I have been perceived by the people around me; I allowed myself to subconsciously connect with my ancestors and accept the certain attributes I chose not to change. There were many unexpected changes within my story from the movement being considered a more obscure “Afro-centric” trend of natural beauty to a very striking mainstay and economic powerhouse. I found that one of the objectives that I inadvertently learned during my stake in the Natural Hair Movement is my influence within a collective of other black women and our very own economic power.
My progress in self-knowledge accelerated in the summer of 2008. A few months after my “big chop”, I had more time to explore my hair — hair I’ve always had but never learned how to care for it. Gone were the days of multiple ponytail braids, barrettes, and ribbons I sported in Haiti as a little girl. I no longer wore a perm and felt a bit uneasy about the learning curve of taking care of my hair unaltered by chemicals. Without the corrosive chemicals, I slowly found that I began to limit other very toxic products in my life. I looked up “how to take care of “natural hair” online. In one of the very few links, Nappturality members shared scores of knowledge on African-derived concoctions. I became aware of raw African black Soap. This soap made washing my short hair an ease. After living in dorms for two years, I had sublet an apartment that summer, my first time living alone. I took some of that opportunity to experiment with homemade recipes of fair trade shea butter I ordered online. The products were made in Ghana by other black women that have known about it all of their lives. I felt that I had missed out on this common knowledge and was purposefully miseducated. I had part of my childhood in Haiti and some in the States; in both spaces, I used petroleum-laden hair grease, pomade, Pink Lotion, and Mane n’ Tail products marketed to black women with problematic and toxic ingredients. I realized that my mother and aunts might have been miseducated as well. I then found “Hair Story: Untangling the Roots of Black Hair in America”. This book on black hair history opened my eyes to the amalgamation of African hair tradition, compartmentalized European ideal standards of beauty, and the politics of simply existing with a black body. It sickened me to know how experiences of self-hate entrenched expectations in my family and culture without my people’s knowledge or full awareness.
While perusing message boards and online forums, I learned of other recipes derived from West Africa. I later learned of Whitney White’s YouTube page, Naptural85, she shared simple recipes with oils, raw African black soap, and raw unrefined shea butter. Raw African black soap was now my body wash and sometimes face wash after finishing the last bits of my bottled liquid soaps. My face glistened when I followed a wash with a drop of vitamin e oil and any acne began to dry up. My skin loved this ancestral treatment. I felt free; I was no longer a victim of basic elements of nature. Like many black girls, I was forbidden to go out in the rain, even with an umbrella, if I had just gotten my hair permed. As a child, maintenance in chlorinated water was covering my head with a swim cap over a heaping handful of conditioner streamed through my hair by my mother. At last, I could let the sudden Florida rainfall on my hair without my mood and especially my mother’s mood changing sour. As I learned more, I purchased mostly indie brands. I used the money I saved little by little to travel in the summer of 2009. I no longer needed plenty and regular supply of plastic bottles for shampoos and body washes. I became accustomed to cutting small blocks of raw African black soap from a large brown speckled loaf. With the new knowledge I had acquired, I would quickly put back on the shelf those products I used ritualistically since childhood after one quick reading of the label.
Over time, I began to learn that many products specifically formulated to be marketed to black women have toxic chemicals. I used the internet as a constant resource for information on chemical compounds included in the beauty products that I used regularly. As I read more, I aimed to pick up products that reflected simplicity. I actively avoided over-produced and loaded items in hair products and body care. I began to use tea rinses and heavy oils to replace the moisturizing effects of conditioners. I washed my hair with raw African black soap, rinsed my hair with cooled tea, then used heavy raw unrefined shea butter and oils to keep my damp hair soft and supple for days. I adopted this reductionist routine and sought simplification.
I now understand that women, in particular, have been sold to the huge campaign of commercial beauty products (not to mention apparel, toiletries, seasonal home decor, and even menstrual products). In 2008, While searching for natural products that fit my values, it had been really difficult to find items that weren’t full of artificial ingredients. When I looked up the toxic ingredients, many were correlated with cancer. There were products that claimed to moisturize on its label, yet, the second ingredient on the back was alcohol. Increasingly, the market has improved on the quantity and quality of natural hair products. These products are marketed to women with natural hair that seek natural ingredients in what they use on their skin and hair. I have divorced the idea that I need to be a “product junkie”, well-stocked with hair and skin goods, to be deemed beautiful. I have challenged my role in my assigned gender that dictates that I should have long straight hair that fits with what media deems as standard beauty. Many other black women experienced this with me and many did before me online on sites like Nappturality, with books, and through fellowship with other black women. Through my research, I’ve been introduced to women creating content for other black women who seek it. Women such as Nikisha Brunson of Urban Bush Babes, Dawn Michelle of Minimalist Beauty, Francheska Medina of Hey Fran Hey contribute their recipes and opinions.
Before Instagram sponsored content, natural beauties, black natural hair conferences, and Youtube product giveaways, there were black women sharing recipes and traditions solely for the purpose of sharing knowledge within our community. Though the variety of options now are astounding, helpful, and useful, I prefer simplicity. When in need of convenience and specific styles, I support quality indie brands products free of animal ingredients often from Quemet Biologics and Oyin Handmade. I reflect back on how my mother found good hair stylists; she simply asked other black women with beautiful hair who’s work it was. And as we have done before, in this interwoven network of black womanhood, I want to continue to support my own. These include black hair salons, black women’s hair bundle businesses (if hair sources are ethical), black-owned indie hair care. Black women have immense purchasing power. We not only need to be aware of this power but also realize that supporting other black women is supporting ourselves. Economic power is often misunderstood as solely wealth accumulated through corporate work, stock exchange and trading. I claim economic power as being aware of simply the exchange of resources. I often ask myself, for what purpose is my money being used for? I have been doing this throughout my life as I’ve become aware of the socio-economic power I have in my pocket. When it comes to natural hair and the many products on the shelves, I choose what I want as a consumer with every single dollar as one vote. I want products that do not have ingredients that have parabens. I also do not want those products to replace those parabens they advertise on the front with other detrimental items on the ingredients list that I don’t yet understand as harmful. I do not want products that put me at risk of any adverse health effects. I want products that are safe, effective for what I am using it for, and improve the health of my hair and skin. I want to know that I am supporting my community and fueling my belief that #blacklivesmatter by including the edict that black entrepreneurs matter, black business matters, black independent livelihoods matter, black women matter, and black bodies matter. I want #blackgirlmagic to not only encompass the physical beauty of black womanhood but the holistic power of black women in all aspects of life.
Contrastingly, advertisers of large white-owned corporations are increasingly responding to this growing self-love and knowledge by including black women in their advertisements. The intention is not empowerment but tapping into a market that spends a lot on hair. Black women too can support each other though exercising purchasing power for the benefit of other black women and the black community as a whole. Instead of benefiting large white-owned corporations marketing to black women, we can generate more economic solidarity within our community by investing in black people and their creations. How beautiful is empowering than supporting one’s own community of women through a self-love movement? We all know that supporting black women means that we’re supporting black community as a whole. According to an IMF profile, women in general “make institutions more representative of a range of voices” and women provide benefits for children “as a result of more spending on food and education”. Over all, women with economic power provide “greater provision of public goods”. Black women entrepreneurs are sure to spread the wealth to the black men and children in their lives may it be their fathers, mothers, partners, brothers, and their kin.
Furthermore, power also translates to autonomy and self-expression. Self-named “Naturalistas” such as Mahogany Curls, creates beautiful hairstyle ideas for other black women. Meanwhile, Fro Girl Ginny’s “Nia the Light” social media influencing gathers black women in different parts of the world to create unity and to sustain the Natural Hair Movement. This movement is beyond a trend. With the recent media troubles of Dove and Nivea, it is known that corporations often falter in including women of color in a good light. Corporations join in on the movement solely for profit and hardly for the health, wellness, and unity of black women. These corporations also exploit the buying power of black women. Even SheaMoisture, a brand originally created by a black woman has encountered scandal with a lack of representation in a recent ad. Many black women on social media commented on the lack of tact and representation in the brand’s shift to a wider white market. With $1.2 Trillion in spending power for black people over-all, women have purchasing power (including influence) of 70–80%. Influence in the sense that when a woman isn’t paying for a product with her own dollars, she is often the influence behind someone else’s purchase. This means black women as a community have approximately $960 billion at their disposal. Nielsen’s research breaks down the statistics thoroughly. With this purchasing power, we are able to change how products are made, what we spend on, how much money is directed towards the community resources that matter to us the most, and if the owners of the products we use are black-owned.
Before many corporations joined into the Natural Hair Movement and the #blackgirlmagic that ensued, we were here as black women with more knowledge of our roots. I have experienced an overwhelming transformation of thought and behavior from a seemingly trivial decision. I discovered that I could save on financial resources on the things that mattered more to me by making my own recipes with bulk West African ingredients and now supporting many favorite local brands such as Beijaflor Naturals and Soul Ingredients. Once again, here I am, 10 years after beginning my journey within the Natural Hair Movement. As other black women are repeatedly disenfranchised, we are also notoriously resourceful in fulfilling our own needs. We are able to change what we consume as a whole. No matter the restrictions, despite passing trends, we can build each other and our entire community up.










