For years, many Moroccan women with curly hair grew up hearing the same comments: their natural curls were messy, difficult, or simply «not beautiful». Today, more are reclaiming their natural hair, challenging long-held beauty standards and encouraging others to embrace their curls. DR ‹ › As a child, Ghita from Casablanca did not even know her hair was «different»: not straight, painful to detangle, and simply curly. Most of the time, it was styled in a braid. But it was the comments that made her understand that «difference». Hurtful remarks like «here, take a comb» or «chaakouka» (your hair looks like a nest). Comments that, for years, made her deny the nature of her hair. «I didn't embrace my curls», she candidly shared with Yabiladi. «At the beginning of high school, I would systematically get a blowout every week», and later even attempted a straightening treatment, a decision she eventually regretted. It was only after she met another girl in class with curly hair like hers that she decided to finally give her curls a moment to shine. «We recognized ourselves in each other», she recalls. The journey was not easy. After years of damage and heat, the two started a hunt for ways to style, hydrate, and define their curls. Despite the limited resources at the time, Ghita, now in her thirties, eventually started appreciating her curls. «I also realized that I had lost a lot of it because instead of taking care of it, I had damaged it for years with blowouts and treatments». The Long Reign of Straight Hair Although straight hair has long been seen as the beauty ideal, this standard did not emerge by chance. In many societies shaped by colonial history and the spread of Western beauty standards, straight hair gradually became associated with elegance, professionalism, and modernity. Meanwhile, curly or afro-textured hair was often viewed as less «neat» or polished, reinforcing a hierarchy of beauty that persisted over time. Media representations also played a major role in shaping these perceptions. For decades, advertising, films, and women's magazines largely featured models with straight or slightly wavy hair. This constant imagery helped cement the idea of what «ideal» hair should look like, influencing beauty standards and hair practices for generations. Bullied curls, destroyed confidence For Siham, from Mohammedia, the comments about her hair hurt even more when they came from loved ones. «That destroys your confidence», she told Yabiladi. «Then when people you don't know start making negative comments about your hair, it becomes very easy to believe them». For years, young Siham believed them. Naturally curly-haired, she felt she had to hide her hair from a very young age. «I permanently straightened my hair when I was only six years old», she shared. That decision led to a ten-year journey with keratin treatments. «Every three months I would redo it during that entire period», she remarked. That destroyed her hair and her confidence along with it. «You grow up understanding that your hair is not nice», she said. «You are only complimented when you wear your hair straight, and automatically you start thinking that you only look good and beautiful when your hair is straight or in a blowout». And when the same comments are repeated by professionals, «you start believing and living this lie». «When you look around you, you see that all girls have straight hair, and straight hair becomes the norm», Siham regretted. This shift has also been accompanied by the rise of a thriving market. From chemical relaxers to more recent straightening techniques, the cosmetics industry has played a major role in normalizing the idea that natural hair texture needs to be altered to meet dominant beauty standards. But even when confidence around curly hair is fostered at home, the outside world often has a different, and sometimes harsh, opinion. «Since I was young, my mom used to take care of my hair and curls. I always found my hair beautiful, I liked my curls, but whenever I was outside, the negative comments would begin», said Yassmina, a Moroccan living in Barcelona. At school, with friends, or simply while walking outside, Yassmina would hear words that «made [her] self-conscious». It was only when she moved to Spain to pursue her studies that she decided to fully embrace her curls. «Mainly after I started receiving nice comments. People in Europe loved my hair, unlike in Morocco», she said. For many these hair choices are not simply a matter of individual preference. They reflect a broader system of representations shaped by culture, media, and social expectations. Appearance thus becomes a space where questions of identity, conformity, and emancipation intersect. Embracing the curls That moment for Siham also came abroad. She had moved to London to pursue her studies in the mid-2010s. For her, it started with a video by a foreign content creator who shared her journey restoring her curls after years of heat treatment, just like her. What also encouraged her was that frequent salon blowouts were much more expensive in London than in Morocco. After watching that video, Siham was determined. She bought scissors and chopped off every bit of her straightened, damaged hair, leaving only the curly, healthier parts. Finally breaking free from expectations of what hair should look like to be considered beautiful, Siham still encountered resistance. «Happy, I posted my new hair online. Shortly after, I got a call from my mom telling me to delete the photo immediately. But I had already decided how I wanted my hair to be». That was the beginning of Siham's journey embracing her hair, and helping many others do the same. Now a curly-hair stylist, she started sharing her journey online with friends and other curly-haired girls, many of whom were secretly hoping to take that brave step one day. Representations matters In recent years, however, this aesthetic hierarchy appears to be evolving. On social media and in the public sphere, more and more women are asserting their right to embrace the natural texture of their hair. Beyond a simple hair trend, this movement reflects a broader desire to redefine the old beauty standards. And that is exactly what happened with Siham. Particularly active in a Facebook group called Morocco Curly Hair, which brought together many girls interested in learning how to care for their curls, she, unintentionally, found there her first clients. «I remember the first girl who asked to meet me in person and wanted me to help her style her curls», she recalls. Siham did it once, then twice, and slowly more girls started reaching out to her for help. «It was never the plan, but I loved doing it because I could see their confidence grow and how happy they were when they saw the result», she shared. Eventually, it became her profession. After five years of cutting, styling, and helping many girls transition back to their natural hair, Siham opened her own salon in Mohammedia, a salon specialized in curly hair. Without a formal training and relying on her own experience, research and thing she learned online. Later, Siham enrolled in online classes and obtained diplomas in curly hair care, a type of training still not available in Morocco. Siham's journey and the content she shares online, through naturallysiham, have pushed many women to finally embrace their curls. With more representation, perceptions are slowly changing. «Mentalities are beginning to change», Ghita said. «Today, I see more and more children and young women keeping their natural curls, without trying to straighten or hide them. That is really encouraging to see». For Yassmina, this shift feels empowering. «I am happy to see content creators with curly hair and salons dedicated to it», she shared. To her, girls who wear their curly hair «empower others». «I see them as women who assert themselves and love themselves. Maybe it is this energy that sometimes bothers people, because it breaks away from what society expects women to look like». But there is still room for improvement. For Ghita, that mission starts with parents and schools, «to prevent bullying and help children understand that all hair textures are natural and legitimate». For Siham, it is about fighting «misconceptions about curly hair» and providing more professional training. «I am happy that curly-haired girls now have dedicated spaces where they feel understood. The most important thing is that curly hair specialists have real education or knowledge about curly hair», she said. Representation also matters. «Now a young girl can see her own mother wearing her curly hair proudly». Article modifié le 11/03/2026 à 22h24
