Abstract
The natural hair movement in South Africa is on the rise in response to the global trend of the natural hair movement which started in the early 2000s. More black African women in South Africa, especially Millennials and Generation Z, are choosing to grow their natural hair as they move away from chemical hair relaxers or straighteners. There has been a continuous decline in the use of hair relaxers and this is quite notable on retail shelves, as more natural hair products are taking up the shelf spaces. Despite the emergence of the natural hair movement, many black African Millennial and Generation Z women in South Africa do not have the knowledge to take care of their natural hair due to the influence of relaxing their hair in childhood. Thus, a knowledge gap has been created. Most women are now turning to the internet, particularly social media channels like YouTube, to educate themselves about natural hair through vlogs (online videos), namely vlogger influencers...
M.Com. (Marketing Management)