Natural hair is not a burden – We Naturals CEO urges African women to reconnect with their roots

For decades, African women have faced pressure to straighten, relax, or alter their natural hair to fit into Eurocentric beauty standards.

In many professional and social spaces, natural hair has been labelled “unkempt” or “unprofessional,” forcing women to conform at the expense of their cultural identity.

But attitudes are changing. A growing movement across the continent and beyond is encouraging African women to see their natural hair not as a challenge, but as a symbol of heritage and pride.

It is against this backdrop that the CEO of We Naturals, Dorinda Mawuenya Quarshie, has stressed the need for African women to know their hair, embrace it, and reconnect with their roots.

Speaking at the opening of the We Naturals Hub in Accra, she emphasized that natural hair should not be seen as a burden, but rather as an identity marker and a source of pride.

“Our hair is our identity as Africans. Once we understand it and care for it, we also embrace who we truly are,” she said.

The We Naturals CEO also explained that the hub was created not as a salon but as a knowledge center, where women can learn about their hair and how best to care for it.

For many, choosing natural hair is no longer just about aesthetics, it is a bold statement of self-acceptance, heritage, and cultural pride.

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