Consumer Behavior

More Than Just Hair: Exploring Motivations, Benefits, and Challenges of Natural vs. Synthetic Hair

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Abstract

Black hair holds deep cultural, social, and psychological significance for Black people, serving as a symbol of identity, self-expression, and confidence. Because tightly curled or kinky hair contrasts with dominant Western beauty standards that value long, straight hair, Black Americans have historically faced pressure and discrimination that encourage adopting Eurocentric hairstyles. Although many straighten or wear synthetic hair for social acceptance and access to opportunities, the growing natural hair movement challenges these norms. This study explores how Black female college students choose between natural and synthetic hairstyles. Using qualitative responses from 11 participants, findings show that both groups view hair as central to identity and emotional well-being. Synthetic hair is valued for convenience and protection, while natural hair is associated with cultural pride, healthy texture, and reduced chemical exposure. Challenges include upkeep, irritation, and high maintenance. Future research should examine economic factors and how preferences shift over time.

Keywords: Black Hair, Cultural Beauty Standards, Natural vs. Synthetic Hair

How to Cite:

Seo, S. & Clinton-Scott, B., (2025) “More Than Just Hair: Exploring Motivations, Benefits, and Challenges of Natural vs. Synthetic Hair”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21623