Same Roots, New Rules celebrates Afro and textured hair

SheaMoisture launches a photo series to spark conversations around representation and self-confidence

SheaMoisture Same Roots New Rules Jamelia

After a recent study revealed a surprising generational contrast among black and mixed heritage women regarding societal hair standards – women over 45 are 24 times more likely to conform to these standards than their 18–21-year-old counterparts – Afro and textured hair care brand SheaMoisture has launched a photo series titled ‘Same Roots, New Rules.’

The powerful photo series aims to provoke conversations around representation and self-confidence, showcasing women who are inspired by their daughters to finally embrace hairstyles that may challenge conventional beauty norms, and features British R&B singer Jamelia.

For a third (29 per cent) of over 45-year-olds with Afro and textured hair, the pressures included being teased or facing negative remarks when they wore certain hairstyles. In contrast, today’s younger generation, nearly three-quarters (70 per cent) of 18–21-year-olds say they feel confident enough to wear their choice of hairstyles without fear of judgement.

The development around positive representation in the media is clear as almost three quarters (72 per cent) of women over 45 believe the next generation will feel even more empowered to wear their hair how they want.

“Having spent a majority of my life in the entertainment industry, I rarely saw women that looked like me wearing their hair naturally. As such, I spent most of my career straightening my hair because I never had the confidence to rock my afro,” says Jamelia. “Throughout the years, I’ve come to embrace my natural hair, and this really changed when I became a mother. I’ve always wanted my daughters to have a better relationship with their hair than I did when I was their age. To do so, I had to become the representation I wanted them to see. It makes my heart sing seeing my daughter’s embrace their natural textures and seeing them have fun with their hair is one of my favourite things.”

SheaMoisture Same Roots New Rules Esther

SheaMoisture Same Roots New Rules Carleen

To share the beauty of the natural hair community, SheaMoisture has launched a virtual affirmation board and is urging people with afro and textured hair to write a love letter for their curls and coils. “For so long, the representation of afro and textured hair within society and media has been so limited,” says Loraine Frimpong, assistant brand manager at SheaMoisture EU. “The lack of this representation has led to a lack of confidence for women with curly and coily hair to wear their hair naturally. Now, more than ever, women with Afro and textured hair are learning to fall in love with their natural hair.

It’s important for us to shed a light on the relationship mothers and daughters have with their hair. Mothers have been uplifting their daughters and supporting them to wear the hairstyles they truly desire – we want to celebrate mothers and allow them to finally wear the hairstyles that they have always wanted but were never encouraged to wear when they were growing up.”