Feeling Myself: Rest is Not Resisting

AA and MC women are seeking rest in 2025 from the political perspective, but there are also sentiments among AA and MC women that they generally feel exhausted from the daily struggles of life, caring for others, and mistreatment by society. This is twinned with anger generally about the treatment of women of color in society. As her desire to tackle damaged hair, strengthen the hydration/moisturization of her hair and obtain healthy skin all continue to remain high on her priority list, brands have the opportunity to deliver for a consumer who is openly seeking solutions and ready to focus on self.  

In the current climate for AA and MC women, the focus of beauty and personal care routines is not centred around aesthetical concerns, but ensuring body, hair, and skin are nourished and cared for.

The concept of “Black Women Rest” and “#RestEra” rose to prominence after the 2024 election. After Black women came out overwhelmingly in support of Kamala Harris, the outcome of the election led to a feeling of betrayal among Black women. This led to a movement of Black women stating they would be taking a step back to rest and focus on putting themselves and their own wellbeing first. High prioritization of self-care routines speaks to the value consumers place on cleansing and nourishment not only as necessary personal care practices, but acts of having a joyful livelihood.