“This new body of research illuminates the pervasive nature and deep impact hair discrimination has on Black girls, highlighting the horrific multi-generational impact of narrow beauty standards in America.”
, the brand is finding that young Black girls experience race-based hair bias and discrimination as young as 5 years old.
For their study—conducted by JOY Collective, a Black and women-owned firm—a survey was completed by 1000 girls , aged 5 to 18. The girls were a mix of Black girls who attend predominantly Black schools, diverse schools and predominantly white schools. They were asked questions about their personalities, the presence of bias in school, school hair policies and the impact of any hair bias.
The survey found that 53 percent of Black moms whose daughters experienced hair discrimination said it happened when they were as young as 5 years old. Plus, around 86 percent of Black teenagers experience such discrimination by the age of 12. When it came to Black girls in majority-white schools, 100 percent said they had experienced hair bias and discrimination by the age of 10. It’s no secret that experiencing such hair bias and hair discrimination can negatively impact self-esteem.
Dove used these findings to release, “As Early As Five,” a short film that shows the many real stories of those who have experienced hair discrimination and bias in both schools and the workplace. It shows three scenes of race-based hair discrimination experienced by a girl, first in elementary school, then in high school and adulthood.
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