A Cécred Celebration: Natural Hair in the Spotlight
Beyoncé Knowles’ Cécred launch in Ulta Beauty stores wasn’t just another celebrity product drop—it was another defining moment for natural hair in mainstream beauty. The launch event in Los Angeles on April 7 was hosted by Cécred founder Beyoncé Knowles and her mother, Tina Knowles, alongside Ulta CEO Kecia Steelman and Cécred CEO Grace Ray. The event brought together a variety of influential voices in the beauty and natural hair community.
Natural Hair: Past, Present, and Progress
Purchases of natural hair care products spiked during the COVID-19 pandemic and haven’t slowed. The global natural hair care product market in the U.S. grew from $8.74 billion in 2019 to $10.17 billion in 2024 and is expected to expand by 9.4% annually through 2030, according to Grand View Research.
Natural hair’s legacy traces back to the 1960s, when African American activists like Angela Davis and Bobby Seale wore afros as symbols of pride. Despite this, chemical relaxers remained prevalent due to Eurocentric beauty standards. In 2006, Patrice Grell Yursik launched Afrobella.com, the first website celebrating Black women and natural hair.
Today’s movement includes a new wave of product brands—Carol’s Daughter, Shea Moisture, DevaCurl, and The Doux—alongside newer entries like Pattern Beauty by Tracee Ellis Ross and Cécred by Beyoncé Knowles-Carter.
In the Salon: A Stylist’s Perspective
Stylists remain essential voices in the natural hair conversation. Ulta stylist Ariah Kendall (@riahstyledyou_ on Instagram), based in Chicago, emphasizes starting with a consultation to understand a client’s hair science—porosity, texture, and type.
“Social media plays a big role in inspiration and client requests,” she says. “But it can also create unrealistic expectations.”
Kendall notes that while social media offers visibility, it also opens the door to misinformation and criticism.
“People portray themselves as hairstylists without proper terminology, standards, or a license.”
From College Discoveries to Content Creation
Beverly Coleman (@_curlybeviie on TikTok), a 29-year-old Texan, began her journey into content creation while in college in 2017. With no one to do her hair and a tight student budget, she experimented with her natural texture.
After receiving positive feedback, she started posting hair tutorials on YouTube. Just over a year later, she transitioned into full-time content creation. Coleman now has 317,300 followers on TikTok and 37,800 YouTube subscribers.
She pivoted platforms after noticing shifting preferences: “After COVID, no one wanted long tutorials—TikTok became the place to be.”
Coleman shares that while the natural hair space is full of innovation and community, it also comes with judgment. “People try to police others’ routines,” she says. “But I always remind my followers—our hair is not the same, and that’s okay.”
Turning Tutorials Into Income
Louisiana-based creator Teerachelle (@teerachelle_ on TikTok), 29, began her natural hair journey in 2014—what she calls an “accidental” transition. After noticing her curly roots and straight ends, she was inspired by a friend’s big chop and decided to embrace her curls.
Louisiana-based creator Teerachelle
Initially sharing “Tee Tutorials” on Snapchat, she began regularly posting during the pandemic, which led to monetization. “Natural hair can be blown out, colored—it’s just as beautiful as straight hair,” she says.
Partnering With Purpose
New York-based influencer Brianna Escarpeta (@briescarpeta on TikTok), 26, has worked with brands like Eco Style Gel and Carol’s Daughter and dreams of collaborating with Pattern Beauty.
“They’re doing it right—representing all textures,” Escarpeta says. “Plus, their products actually work.”
Jojo Anya (@celestialjojo on TikTok), 25, from Maryland, balances premium shampoos with small-batch butters and oils. “In college, I had to make do. Now, I have more choices—but I’m intentional.”
Texas-based Coleman shares that she’s now selective about partnerships. “I read reviews and research thoroughly. I only work with brands that respect all curl types,” she says.
Redefining What It Means to Be Natural
Through tutorials, reviews, and authentic content, these creators are shaping a modern vision of natural hair. Their message is clear: there’s no one way to go natural—it’s about honoring your own texture, your own journey, and your own voice.
About the Author
Mya Shepard is a communications graduate with a background in multimedia journalism. Her passion for writing and beauty stems from her time as a staff writer at Elmhurst University and her hands-on experience as a salon manager at Salon Lorrene.
Known as Mya Ame’rie on social media, she shares her unique perspective on community, beauty, and culture.
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