Trending on TikTok: Could a 1-Month Hair Product Boycott Shift the Industry?
A recent TikTok post by creator @delwboy has sparked discussion in the Black haircare community with a thought-provoking question:
What would happen if every Black woman stopped buying hair products for one month?
While the post itself is short, the discussion it started has been anything but. In the comments and across social media, Black women are weighing in on ownership, representation, and the role of intentional spending in shaping the beauty industry.
Why This Conversation Is Gaining Attention
For decades, Black consumers have been a driving force in the haircare market. From braids to twist-outs to silk presses, Black styles shape trends — and Black purchasing power influences what’s on beauty supply shelves. According to industry research, Black women spend approximately 9 times more on haircare annually than other consumer groups, yet the majority of brands and distributors are not Black-owned.
This mismatch between buying power and ownership is at the heart of the current conversation. While the original post posed a hypothetical pause in buying, many in the comments are broadening the discussion:
How can Black consumers use their spending power to push for greater diversity in leadership and ownership?
What role do small, Black-owned beauty brands play in the industry’s future?
How can conversations about equity turn into tangible action?
Intentional Spending vs. Boycotts
Not everyone agrees that a spending pause is the right path. Some argue that year-round intentional spending — actively choosing to purchase from brands that align with their values — can be more impactful and sustainable in the long run.
This approach means:
Shopping directly from Black-owned beauty brands when possible
Supporting retailers who carry and promote diverse product lines
Sharing favorite products and brands within the community
Why These Choices Matter
Every purchase is more than a transaction — it’s a vote for the future Black people want to see in the beauty industry. Whether buying braid care products, styling tools, or accessories, those choices signal which businesses will grow and thrive.
As this conversation continues, one thing is clear: Black consumers have influence, and how that influence is used will help shape the next chapter in beauty.
What do you think? How can the Black haircare community create an industry that reflects the diversity, creativity, and innovation of the people who fuel it?
