Unapologetic blackness is a phrase that emphasises the beauty of black identity in a society where historico-systemic biases and discrimination have undervalued and marginalised the black experience. The phrase, ‘unapologetically black’ encourages individuals to embrace their authentic selves, thereby rejecting the idea of diluting their beauty due to whitewashed societal expectations. Being ‘unapologetic black’ can be perceived as a political resistance, affirming the value of blackness. There are countless barriers which hinder unapologetic blackness, markedly in the components of commodification of blackness, encircling ‘oppressive othering’ and ‘white standards of beauty’. (M.Laybourn, 2017) These controlling images in the media endorses white beauty standards which ‘perpetuate the commodification of black authenticity.’ (Nguyen, 2014) This imagery doesn’t represent black individuals but dilutes their ‘blackness’ by representing them in such a way they are deemed ‘safe’ for public consumption, often with lighter skin tone which is associated with higher class and beauty. This ‘safe’ presentation of black individuals in the media can constrain people from wanting to embrace unapologetic blackness.
Hair is a significant barrier of unapologetic blackness due to its racial characteristics, influencing how black individuals are evaluated and treated (kennedy, 2009). Negative associations with black hair are deeply rooted in the transatlantic slave trade where black individuals were forcibly stripped of their cultural identity, severing all ties between black hair and its powerful connotations. (Hopkins-Laboy, 2021) In doing so, the suppression by Europeans forced their ideologies of beauty standards upon Black individuals. These beauty standards have consistently cast black people as abnormal, unkept, and animalistic for not conforming to ‘narrowly defined parameters of how white people saw beauty.’ (Bero, 2021) Even after the abolishment of slavery it’s still evident that black hair is marginalised and stigmatized, labelled as ‘unprofessional’, ‘ghetto’ and ‘fascinating.’
Whilst the fascination of black hair is not entirely negative, it continues to highlight an ongoing source of judgment and lack of respect. An example of this is with many White individuals being comfortable touching Black people’s hair without them being given permission to do so. This is a continuation of the lack of respect for the basic humanity and autonomy of black individuals that is endemic throughout white supremacy (Oluo, 2018).