By ASHLEY JIMENEZ, PopSugar
Afro-Latinas are very much a part of the Black diaspora, yet there’s still a major lack of representation. Growing up, I rarely saw Afro-Latinas in television series, movies, books, or advertising campaigns. Although I recall seeing Afro-Cuban singers like Celia Cruz and La Lupe in music, there was still a massive part of the media counting us out. Pop culture consciously spoke to Latinas who saw themselves reflected in celebrities like Jennifer Lopez, Shakira, and Mariah Carey. Although these A-listers are glamorous, respectfully, they do not represent the diversity of Black beauty within our community. They cater to Euro-centric beauty standards such as fair skin, light eyes, and straight hair.
Hence Afro-Latinos within the Dominican Republic, Cuba, Honduras, Panama, and Colombia, to name a few, are curating their own spaces. And this is especially true of the hair, makeup, and skin-care industries, where influencers and entrepreneurs are forging a representation path for those who identify with these experiences. Here, we collected the perspectives of Afro-Latinas who turn to Black women for inspiration and are honoring the African diaspora and embracing their Black beauty through their brands and the content they share on social media. Because, as Lulu Cordero points outs, “Our hair, skin, hips, etc., are a part of Black beauty.”
When Alexa Dolma came to Houston from Honduras, she did not see any representation of herself among the masses. The influencer identifies as Garifuna, a mix of African and Indigenous ancestry, mainly from the Caribbean coast of Honduras, Guatemala, Nicaragua, and Belize. Over the years, Dolma tells POPSUGAR, she’s grown to be more vocal and confident about celebrating her Afro-Latina roots on her page and Garifuna Bosses, the platform she created to represent and highlight other Garifuna women. Dolma has featured Black women like Kalifa Marin and Eunice Suazo, the founders of Tru3 B3llas, a hair-care brand that offers detangler brushes, edge controls, and bonnets. “I felt the need to do this because, as a blogger, I always came across pages that highlighted other bloggers, and I never saw one who did the same thing for my people,” she explains.
As a proud Black Latina, Dolma says she saw herself in the rom-com “Nappily Ever After” featuring Sanaa Lathan. Based on Trisha R. Thomas’s novel of the same name, the film illustrates the relationship between Black women and beauty standards imposed on them by society. “This movie shows that our hair is beautiful whether bald or full of coils,” the beauty influencer says.
Lulu Cordero, the CEO of Bomba Curls, wasn’t always proud of her natural hair. Like many, growing up she heard the word pajón when people referenced her hair, but when she stepped into womanhood, Cordero decided to let go of the relaxer and embrace her natural texture. Being an Afro-Latina from the Dominican Republic, she always knew the beauty benefits of natural ingredients, and that’s how she decided to formulate her line of curly-hair products featuring fundamental formulas such as cafecito, rosemary, and more.
“Our hair, skin, hips, etc., are a part of Black beauty. These are all gifts from our ancestors, and by celebrating said gifts, I honor them,” says Cordero, who remembers watching Dorothy Dandridge in “Carmen Jones” as a pivotal moment in celebrating Black beauty and representation. The 1950s American musical features an all-Black cast and tells the story of a parachute-factory worker and an Army corporal. “I’d never seen anything like it before. Before that, I’d only seen Latino media, which has a history of erasing us.” Seeing the iconic Black actor sport a sultry red lip and epitomize retro glam gave the beauty entrepreneur hope.
Like many Afro-Latinx women, Sherly Tavarez grew up hearing the phrase pelo malo, which means “bad hair.” After years of chemically treating her gorgeous curls, the fashion stylist decided to design apparel to debunk the notion of “bad hair” once and for all. The Dominican blogger created Hause of Curls and is now known for her shirts and accessories that read “Pelo Malo Where?” and her feed that features diverse women within the natural hair community.
“My first time appreciating the beauty of my Afro-Latinidad was when I watched the Netflix series ‘Celia,'” Tavarez says. “It taught me about my background, roots, what it was like to be an Afro-Latina back in the day, and how much we have had to fight to be seen.” She adds: “Back when I was straightening my hair all of the time and honestly being a slave to my hair, I didn’t feel like my true self. I felt like I was celebrating a version of myself that other people told me to be. I didn’t even know what my natural hair looked like until I stopped applying heat and relaxing my hair. Now I celebrate by sharing my journey to natural hair with others and by building this community we have at Hause of Curls.”
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