Celebrating Black Natural Hair
Why Joshica focuses on type 4C natural afro-textured hair, self-love, and black woman empowerment
The new natural hair movement started when black women refused to chemically straighten their hair, stopped wearing wigs and hair weave, and started embracing their natural hair textures, thus beginning their natural hair journey. Some women have considered natural hair and natural hairstyles to be a trend, however, black women learning to love their hair is about more than just hair, it's about empowering black women to love themselves. For years black women have hidden their natural beauty behind hair weaves, hair extensions, chemical relaxers, and straight hairstyles. Now a new generation of black women is owning their space and redefining, once again, what it means to be black and beautiful.
That is how JOSHICA BEAUTY, got its start, with me going natural, or wearing my natural hair and later realizing natural ingredients work best on my afro hair texture. I then began to discover new oils and butters and created custom blends that were conducive to my afro hair texture. Once I finally dared to wear my natural hair I felt so empowered and free because I had learned to love and accept who I am, which gave me a new level of confidence. It was that feeling of acceptance and that newfound confidence that I want other black women to experience and share. That was when I created products that women with my same hair texture can use on their natural hair with the aim for women to “go natural".
Rediscovering black beauty and the beauty of afro hair eliminates self-hate, insecurities, and negative stigmas about black hair, that is why for me, it is not a trend, it's a movement. I started my brand because I not only wanted to find ways to manage my afro-textured hair but to encourage other black women to go natural and embrace their hair. I’m about building the black woman's self-esteem because we have been told that our hair is unattractive for most of our lives and have been told that white standards of beauty are what we should try to achieve, thus making us feel less than our female counterparts. I realize that the next generation of girls are not going to grow up with high self-esteem if they don’t see a black woman today exhibiting that, which is why I focus on building black woman's self-worth, first, and then we can work to reach the younger generation of black girls.
Even though some may feel hair talk is not important and my message is unnecessary, sometimes it's the smallest things that have the biggest impact on someone's life. Whether you're natural or not you still need to hear the message that you are beautiful with your natural hair and it's time to let the world know natural hair is not a trend, it is who you are. I talk about this and more in my new book, The Strength of Your Strands, available now.