The Afro-Brazilian hair industry is undergoing a remarkable transformation, driven by a growing awareness of cultural diversity, individual expression, and the increasing demand for products and services that celebrate the unique beauty of textured hair. At the forefront of this movement is Solange Dias, a seasoned professional with over 30 years of experience in the ethnic beauty industry, specializing in curly and coily hair. Her journey embodies the evolution of the industry, reflecting the growing acceptance and appreciation of natural hair textures within Brazilian society.
Solange’s passion for hair care stems from her family legacy, her mother Eva Dias, a renowned hair expert from the 1970s, a period marked by the rise of the Black Power movement in Brazil. This legacy paved the way for Solange’s own success, receiving a scholarship from SoftSheen, a leading multinational company specializing in ethnic hair care products, ultimately becoming a technical director responsible for innovating techniques and products tailored to the ethnic market.
Solange’s commitment to celebrating Afro-Brazilian beauty has earned her recognition as a leader in the field, having worked with national and international celebrities. “My career has been defined by creating solutions that value Afro-Brazilian beauty (what we can now call hair visagism). The expertise in preserving cultural identity and facial structure, taking into account skin color and each person’s choice, has allowed me to lead the development of innovative products, always striving for excellence and the valorization of each individual,” she explains.
The strides made in embracing natural hair are evident in the changing attitudes within the corporate world. While there was once a pervasive bias against natural hair textures, a growing awareness is fostering inclusivity. A 2022 study by Suellen Aguiar at the Federal Fluminense University, titled “E aí, o que você vai fazer com esse cabelo,” reveals that women with curly hair are increasingly asserting their right to embrace their natural texture in the workplace. While prejudice persists, the study also highlights a shift in the post-pandemic era, with more women opting to abandon chemical treatments and embrace their natural hair, regardless of volume or style.
This movement is fueled by the expanding availability of products specifically designed for textured hair. A 2022 survey by Tudo para Cabelo, published on the SEBRAE portal, reveals that 9 out of 10 black individuals have witnessed a significant increase in the availability of products catering to curly and coily hair since 2015. This surge in product availability has not only broadened the market but also created new opportunities for professionals who specialize in understanding the diverse textures and needs of textured hair. This growing sector is providing much-needed services to adults and children, who previously faced limited options due to a lack of representation and suitable products.
The recognition of Afro-Brazilian hair diversity extends beyond the market. In 2018, São Paulo passed Law 16.682, establishing July 26th as “Dia do Orgulho Crespo” (Curly Pride Day), a testament to the ongoing fight for cultural acceptance and recognition. This law was championed by artist and state deputy Leci Brandão, a staunch advocate for promoting black aesthetics and empowerment.
The beauty industry is embracing this shift, offering a wider array of products and services to cater to diverse tastes and trends. From braids and locs to weaves and chemical-free styles, the focus is on celebrating the unique beauty of each individual. This evolving landscape challenges conventional notions of beauty and fosters a greater understanding of cultural diversity, paving the way for a more inclusive and representative beauty industry that celebrates the beauty of all hair textures.