Rochelle Humes has been announced as the new Curl Ambassador for Frizz Ease, John Frieda’s longtime serum. Good for her – girl, get your coins. But this has not gone down well with some folk who are annoyed that she has been chosen to represent this brand.
You see, Rochelle is mixed-race and has loose curly hair. But many black women are not happy about her new role as they feel she does not represent them or their hair, and that Frizz Ease been on the market long enough to start doing so. At first, I was a little swept up by the row and could see their point. There is a feeling that Rochelle was picked as an ambassador because she is the more ‘acceptable’ face (or hair) of black hair: curly and malleable, but not too Nubian, kinky and ‘unmanageable’, which is what my hair type (4c/4d) is perceived as. It is the in-between level, straddling both spheres and seen as desirable and palatable. As I said, I understood why people are wound up by this, but then I thought the rage about this needs to calm down – and let me tell you why.
I bought Frizz Ease curl serum for the first (and last) time several years ago. I wanted something to help tame my curls as I was growing my hair out. At the time, there was not as much choice on the high street for women with natural hair like mine (thick, kinky and coily) as there is now, so I was in trial and error mode most of the time. I quickly realised that the serum was not right for me and found it to be a waste of money.
Since then, – judging by his appointment of Rochelle as ambassador – Frieda must have updated the product to be suitable for mixed-race hair, but I knew years ago that Frizz Ease was not the one and I still do. It is mainly for Caucasian hair and is now suitable for mixed-race follicles, but not for women like me with kinky Afro hair – and that’s OK.
This trifling serum was never meant for me or for us. Rochelle’s hair is very different to mine, in terms of curl type and texture. What I need for my hair differs to what a Caucasian or mixed-race woman would require. I would rather use something that is specifically suited for my hair type than a generic ‘for all hair types’ product that works on everyone’s hair but mine. Not everything in the mainstream will work on my hair – that’s just the way it is.
Thanks to social media, things have changed and black women (and girls) are more knowledgeable regarding the best products for our hair. There are more ranges than ever on the high street which cater for Afro hair and it’s late, but great. We can protest by not putting our hands in our pockets for the products that do not cater to us. Also we don’t always have to rely on the mainstream, as we can make or own products (though buying hair food in Boots is less problematic than whipping something up at home).
Now before anyone says this situation is similar to that of, say, make-up – no, it is not. Skin is skin – the only difference is in our skin tones, therefore all make-up brands should be catering to people of all colours as far as I am concerned. With hair, there are different factors to take into account: the texture, how curly or straight it is and the porosity levels of your barnet. What works on Caucasian hair will most likely not work on my Blackity-Black hair because we are at different ends of the spectrum.
Some of the women berating Rochelle for taking the ambassador role are the same ones who claim that her hair type excludes her from the natural hair movement, because they see her as ‘not black enough’. Make up your minds! One minute it’s, ‘you’ve got mixed-race hair, you can’t sit with us’ – the next, you say she should be representing all of us. It does not make sense. To my fellow black women: this product is not worth ranting about. You are getting upset over a product that was never meant for us in the first place. Save your breath and spend your money on what is meant for you.