Style and Flow: A deep dive on African American women’s styling choices and their drivers, preferences, and behaviors relating to style switching

Express Yourself: Hair styles are important to African American women, serving as a way to express themselves, honor their cultural heritage, own their beauty, and care for  and/or manage their hair.

Style Choices

Overall, a majority of African American women said that they have worn braids (either with or without extensions) and wash n go (either with or without the addition of styling or curl enhancing products) over the past year. Other common styles include straightened (using tools or heat), quick updos like a ponytail, puff, or messy bun, and wigs.

Switching Styles

The frequency with which African American women switch between hairstyles varies significantly depending on the style/s they are switching from and to. Locs and braids with extensions are the longest wearing styles, with a majority of women keeping these styles in for at least 6 weeks. In contrast, styles like updos are usually only worn for a few days, and styles like wash n go and blow outs are commonly worn for a few days to a week. 

Switching Processes, Products and Brands

The process of switching styles varies, but typically includes cleansing and conditioning, applying some kind of leave in product (leave in conditioner, oil, moisturizer) and then restyling with the aid of products to help create and hold the new look. Other steps may include removing and /or detangling current style, deep hair conditioning or treatment, trimming ends, and leaving hair alone to “breathe” for a few days in between styles.