Celebrating curly hair & self-love in the Latina community. In many Caribbean and Latin American countries, the term “pelo malo” or “bad hair” has long been used to describe textured hair. This phrase, steeped in colonial history, perpetuates a harmful beauty standard that favors straight, smooth hair over the rich diversity of natural textures. As Latinas and immigrants from the Dominican Republic, we have seen firsthand how this stereotype damages self-esteem and perpetuates a cycle of self-rejection.
Growing up, we internalized these deep-rooted biases equating beauty with Eurocentric features. We believed our hair was “pelo malo” and straightened it to feel beautiful. Many women share this experience, often starting hair straightening or chemical treatments at a very young age. This not only physically damages the hair but also causes emotional trauma as individuals internalize the message that their natural hair is undesirable or unworthy of love and care.
This stereotype is not just a personal issue but a cultural one that requires a collective effort to dismantle. Hair stylists rarely learn about curly hair or different textures, and resources are scarce. It is vital to teach young people about the beauty and versatility of all hair types to shift these deeply ingrained beliefs. Our brand, OCOA , is on a mission to end hair assimilation so the next generation can love and celebrate their natural hair.
Through OCOA, our Helping Hermanas platform helps reshape perceptions and promote self-love and self-care. We donate our curly hair products, provide education on proper hair care, celebrate natural beauty, and create a supportive community. By highlighting positive representations of natural hair, we hope to inspire the new generation to reject the “pelo malo” narrative and embrace their authentic selves.
It is encouraging to see a growing movement of influencers and activists championing natural hair and challenging outdated beauty standards. Legislation like the CROWN (Creating a Respectful and Open World for Natural Hair) Act in the U.S. and the recent hair discrimination ban in Puerto Rico aims to protect individuals at work, school, and in public areas.
These efforts are about more than just hair; they are about reclaiming identity, fostering self-acceptance, and celebrating the rich cultural heritage of Latin American and Caribbean communities. As we continue to spread awareness and education, our goal is to ensure the next generation grows up in a world where “pelo malo” no longer exists, and everyone can embrace who they are born to be.
Cory and Nicol Varona
Sisters and Co-Founders of OCOA
