Rabat – The hashtag #LifrassiGhandirou, launched at an event by Pantene Curlastic, “I’ll do whatever I have in mind,’’ is not just a passing trend, but a statement of freedom and identity, where all curls are seen, all hair types are recognized, and all people are empowered to be proud of their own hair.
Although the movement appears recent, the shift it represents has been quietly unfolding for years.
The movement was launched by the global brand Pantene following the release of its Curlastic line and it was significantly impacted by influencers’ presence on social media, posting childhood pictures of their curly hair, representing their individual curl types through stories.
The event itself revolved around different concepts: a runway where participants could confidently swing their natural hair, a confession wall to write freely, and a symbolic bowl allowing attendees to burn notes of past struggles, marking new beginnings.
The concept also leveraged slogans such as “Take the wheel. Your hair, your rules!” and ‘“Every curl has a story,’’ reinforcing autonomy, creativity, and self-expression.
For decades, curly and textured hair in Morocco has been viewed as a feature to hide or improve, rather than to embrace. In schools, salons, and homes, especially among teenagers, there was a strong encouragement of straightened hair.
School pictures and interviews were often moments when Moroccans sought to hide their curls and wear a more “socially acceptable” hair in order to maintain the standard expectations.
Culturally, some, if not most, children did not have the opportunity to showcase their natural curl because of societal pressures, as well as the lack of awareness about resources or relevant products of hair care.Therefore, #LifrassiGhandirou represents a significant evolution in the way that Moroccan are now able to showcase their boldness and confidence in their natural curls, either online or offline.
The younger generation is playing a major role in this transformation.
People are using platforms like YouTube, Instagram, and TikTok to explore different products and styles for their hair and are sharing that information to raise awareness.
As a result, many children and adults now find themselves leading the way in understanding how to care for natural curls.
This process has no consideration of gender roles. They have become entirely comfortable wearing their natural hair, regardless of whether they are male or female.
In Morocco, cultural norms are changing how they define beauty. The hashtag #LifrassiGhandirou presents a continuous, small yet impactful shift in the perspective of curly hair, from a feature to hide to one that is embraced.
