Embracing Natural Beauty: The Rise of Curly Hair Acceptance in Tunisia

Title: Embracing Curls: Tunisia’s Natural Hair Revolution

By AFP
Published: August 21, 2025

In a world where beauty standards are rapidly evolving, Tunisia is witnessing a remarkable shift towards embracing natural hair. Beauty salons and cosmetic brands across the country are promoting styles that celebrate curls, marking a significant departure from traditional norms.

Despite this progress, many Tunisian women still feel pressured to straighten their hair for important occasions, fearing that their natural texture might hinder job prospects or social acceptance. This phenomenon, known as “texturism,” highlights a deeper societal issue where hair texture becomes a marker of discrimination.

Nawal Benali, a journalist and host of a podcast on racism in North Africa, emphasizes that the standards of beauty have often been dictated by Western ideals. “The further you move away from what is considered Afro, kinky, or curly, the more socially accepted you are,” she explains. This obsession with straight hair, she argues, attempts to erase Indigenous and African features.

Dhouha Mechergui, co-founder of Pineapple Studio, recalls her own journey toward embracing her natural curls. Growing up, she was encouraged by her mother to straighten her hair for religious holidays. Now, as a salon owner, she plays a vital role in helping women navigate their own decisions to embrace their natural texture. “Sometimes I play the role of psychiatrist, because I know making that decision is very difficult,” she admits.

Health concerns are also driving this movement. A study by the US National Institutes of Health has linked chemical hair straightening products to a higher risk of uterine cancer, prompting many to reconsider their hair care choices.

Globally, the Black Lives Matter movement has sparked a trend of celebrating natural hair, leading to significant changes in legislation. French lawmakers recently voted to ban discrimination based on hair texture, while several US states have enacted similar laws. However, Tunisia has yet to see such initiatives, leaving women entrepreneurs to lead the charge.

In 2021, Sirine Cherif co-founded Kamaana, Tunisia’s first homegrown haircare brand dedicated to curly hair. “When we started, we were the only specialized brand on the market,” she recalls. The success of Kamaana has inspired other brands, such as Zynia and Lilas Cosmetics, to launch their own curly-hair lines.

Cherif views this boom as both a lucrative opportunity and a sign of profound social change. “We are proud to have encouraged people to be themselves, to resist societal pressure, and embrace their natural hair,” she states. With a remarkable 42% annual growth since its inception, Kamaana is leading what Cherif calls a “curl revolution.”

As Tunisia continues to navigate the complexities of beauty standards, the movement towards natural hair is not just a trend—it’s a powerful statement of identity and self-acceptance.