In 2010, Design Essentials, an Atlanta based hair-care company, commissioned a study in regards to the influx in women opting to wear their natural hair instead of receiving a chemical relaxer. According to Mintel, a consumer spending and market research firm, 36% of women said that they did not chemically relax or straighten their hair in 2011. This figure increased by 10% from the 26% of women saying the same in 2010. Mintel also reported that the purchase of do-it-yourself or “box” relaxer kits decreased by a factor of 17% between 2006 and 2011.
With an increase in women deciding to ditch the long and costly salon visits to embrace their naturally textured tresses, many are asking the question: “Is going natural just a fad?” Those in agreement might argue that going natural is merely a short-lived trend or fashion statement. With the decision to go natural weighing no differently than that of the decision to purchase a pair of earrings simply because they are in style for a particular season. A sudden public increase in the awareness of African American women choosing to embark on “natural hair journeys” makes it easy to adopt the belief that “going natural” is just a fad. Many believe that “going natural” is a temporary movement lacking longevity and permanent presence within the African American women community.
Those within the natural hair community think otherwise. Some argue that going natural is much more than merely accessorizing one’s outfit, but is rather an experience in self-acceptance and personal growth that transcends beyond the realm of physical hair growth. Those in society that disagree with the belief of natural hair is simply a trend might say that the decision to not relax their hair was not a decision made based on what was trending on the runways or in Hollywood but rather from their desire attain a healthier hair lifestyle. Some might argue that it was simply the most cost effective measure to take in an economy where hundreds of dollars allotted to hair could be used in other areas.
So who’s right? Is natural hair here to stay? Or in a couple of years will it be long forgotten like the 70s Jeri Curl and the 80s Rat-Tail? With an increase in the education of how to care for and maintain the health of natural hair, the growing network of women that are natural or are deciding to go natural, and the spike in the number of salons catering to the care of natural hair, it might be safe to say that natural hair is, in fact, here to stay. There is a plethora of resources that natural hair ladies can utilize in order to educate themselves on how to care for their natural hair. There is also a strong sense of a support system amongst those that promote long-term hair health and a turn toward a more holistic way of life. Only time will tell whether or not the increase in women deciding to sport their natural hair is symbolic of much more than a quick way to save a couple of bucks or spice up an outfit.