The interactions between aesthetic products for curly hair and black women

Abstract

This article aims to deal with the interactions between new consumer products and black beauty, more specifically curly hair. In this way, we seek to observe and analyze the possible construction of the aesthetic identity of black women. Through a digital ethnography on Youtube channels that deal with curly hair, we seek to understand the relationship between the consumption of products for curly hair and the construction of a black beauty by black women. The purpose of making a digital ethnography, which is also related to militancy outside social networks, is to understand the uses of products, as well as the relations between black women, the media, and new aesthetic products, in order to perceive possible spaces of visibility for black beauty through consumption. Through the youtubers, a struggle for visibility and inclusion of black women is affirmed through beauty as a political and current agenda that goes beyond consumption and beyond the digital sphere.