More than half of black Britons agree that discrimination against their natural hair has negatively impacted their self-esteem and mental wellbeing.
L’myah Sherae is the founder and director of Enact Equality, which drives policy change through strategic partnerships with celebrities, brands, public figures and political leaders.
The organisation recently launched an Afro Hair Discrimination Reporting Platform.
Sherae tells Cosmetics Business how beauty brands can play their part in helping end hair discrimination.
What forms can hair discrimination take?
While Afro hair discrimination can take many forms, it essentially refers to discrimination against hairstyles commonly worn by people of African and Caribbean descent.
This includes not only discrimination against natural Afro hairstyles but also styles like locs, braids, cornrows, skin fades, twists and more.
It can manifest as overt racism, with teachers or colleagues making inappropriate comments, labelling Afro hairstyles as ‘messy’, ‘untidy’, or ‘unprofessional’.
On an institutional level, it can appear in restrictive school uniform policies banning Afro hairstyles, children being sent home or suspended for wearing natural hair, and adults facing reduced job prospects or promotion opportunities simply because of their hair.
These forms of discrimination deny individuals the right to embrace their identity and instead strips them of the respect and opportunities they deserve.
How widespread is the issue?
Race-based hair discrimination is alarmingly widespread.
Research by Pantene, Black Minds Matter and Project Embrace found that 93% of black people in the UK have experienced microaggressions related to their Afro hair.
Of those facing discrimination, the most common locations were school (59%), the workplace (49%) and work interviews (45%).
Additionally, 52% reported that hair discrimination has negatively impacted their self-esteem or mental health.
These statistics really underscore the pervasive and damaging nature of hair discrimination, affecting individuals from childhood through their professional lives.
What role can hair care and other beauty brands play in combatting hair discrimination?
Hair care and beauty brands can play a crucial role in combatting hair discrimination by promoting genuine inclusivity and celebrating Afro hair types.
By using their platforms to educate audiences and showcase Afro hairstyles in their natural beauty, brands can shift public perceptions. Brands should also ensure that their media presence and social media platforms feature models with Afro hairstyles.
Through authentic representation, brands can become powerful allies in the movement for equity, inspiring society to value diversity in all its forms.
Is there anything you’d like to see brands do more of?
I would love to see brands ask themselves: is your brand truly representative of our society?
Do communities from all backgrounds buy your products? If the answer is no, consider what steps you can take to change that.
Collaborating with advocacy groups, funding research, and supporting anti-discrimination policies can make your brand genuinely inclusive and impactful, empowering individuals to embrace their natural hair confidently.
How will your new platform help?
Our new Afro Hair Discrimination Reporting Platform is a powerful tool for justice, enabling individuals to report instances of hair discrimination safely and securely.
By giving users the option to request free legal advice from our partner law firms, the platform empowers those affected to take action and hold institutions accountable.
Through data collection, it also highlights patterns of discrimination, strengthening our campaigns for policy change.
This platform helps amplify the voices of those impacted, pushing for a society where everyone’s identity is respected and ensuring that Afro hair discrimination is no longer ignored.