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Embracing Natural Beauty: Miss Ivory Coast Bans Wigs and Extensions

Marlène-Kany Kouassi stands out as one of only two Miss Ivory Coast winners in over sixty years to don her crown with natural hair. This decision, far from conventional in the Ivorian beauty pageant scene, marks a significant shift towards honoring authenticity in beauty standards.

For years, beauty pageants in Ivory Coast have been characterized by a heavy reliance on wigs and weaves, with contestants often investing substantial sums into their hairstyles and outfits. The cultural preference has leaned towards longer, artificial hair, making the rare instances of natural hairstyles all the more remarkable. Kouassi, who claimed the title in 2022, did so while showcasing her short natural hair, setting an example that challenges prevailing beauty norms.

Slowly, the winds of change are beginning to blow. In December, Angélique Angarni-Filopon from Martinique made headlines as she was crowned Miss France at the age of 34, sporting her short Afro hair. This marked a notable transition in the ideals of beauty not just in France, but echoed sentiments felt across various beauty cultures worldwide.

This year, the organization behind Miss Ivory Coast is taking definitive steps towards redefining beauty standards. A groundbreaking ban on wigs, weaves, and hair extensions is now in effect for the preliminary stages of the competition, held across 13 cities in Ivory Coast and two international locations for contestants in the diaspora.

Victor Yapobi, president of the Miss Ivory Coast organizing committee, emphasized the rationale behind this directive: “We want the candidates to be natural. Whether with braids or straightened hair, it should be their own. Beauty must be raw.” This makes Ivory Coast the only African nation to implement such a restriction at the national level.

The drive for a more authentic representation of beauty has been long-standing among the organizers, who have historically discouraged cosmetic surgery and skin lightening practices. “We decided this year to truly showcase the natural beauty of these young women,” Yapobi added, reflecting the goal of promoting originality.

In addition to the hair ban, other modifications have been introduced, including relaxing height requirements to a minimum of 1.67 meters (5.4 feet), raising the age limit to 28, and lowering the entry fee by over $30, making the competition more accessible to a broader range of participants.

At the first preliminary event in Daloa, contestants expressed their enthusiasm regarding the new rules. Emmanuella Dali, a 21-year-old real estate agent, shared her excitement: “This rule gives me more pride as a woman— as an African woman.” Her perspective reflects a significant cultural shift in the appreciation of natural beauty.

However, this decision has also ignited spirited discussions around beauty and personal expression. While some contestants celebrated the opportunity to showcase their natural hair, others pointed out the popularity of wigs as a creative outlet and a form of protection for their hair. Astrid Menekou, a 24-year-old makeup artist and wig enthusiast, expressed her initial shock at the ban but eventually embraced her natural hair less than a week later.

The changes have prompted deeper reflections on the definitions of beauty among the contestants. For instance, Laetitia Mouroufie, a 25-year-old student, acknowledged that her previous reliance on extensions was rooted in a flawed understanding of attractiveness. “This year, I feel more confident being myself,” she said.

Yet not all feedback has been positive. Some hairdressers and salons, such as Ange Sea’s establishment in Daloa, forecast challenges for their businesses due to the decreased demand for wigs and extensions. “Many women love wigs. This will hurt our business,” she lamented, highlighting the significant economic impact of beauty standards on the local market.

The Ivorian hair industry is substantial, valued at over $300 million annually, with a considerable portion derived from the sale of wigs and extensions. This economic factor has sparked concern among those whose livelihoods depend on these beauty treatments, illustrating the complexities of cultural shifts.

As natural hair influencers gain traction worldwide and natural hair products become increasingly available, traditional notions of beauty are being scrutinized. While many women have been encouraged to embrace their natural hair, societal perceptions often still favor wigs and enhancements, especially in professional settings. Florence Edwige Nanga, a trichologist in Abidjan, noted that “these beauty enhancements are fashionable,” but they can lead to health issues such as alopecia or scalp infections.

As the preliminary rounds continue, the debate over beauty ideals—whether dictated by pageants or personal choice—remains active. The outcome may pave the way for a cultural acceptance of diverse beauty expressions, enabling women to fluidly navigate between natural looks and extensions.

Mr. Yapobi reported that the response from the public regarding the new guidelines has been overwhelmingly positive, with congratulations coming in from various corners, including international observers. “Everyone congratulates us for wanting to return to our roots,” he remarked.

Looking ahead, it remains to be seen whether the ban on wigs will extend to the final contestants of Miss Ivory Coast 2025, with the grand event scheduled to occur at the end of June in Abidjan. “If it works, we’ll continue and carry on this initiative in the years to come,” Yapobi concluded.

For contestants such as Doria Koré, crowned Miss Haut-Sassandra, the significance of winning with natural hair transcends mere accolades. “Winning with natural hair shows the true beauty of African women,” she stated. Similarly, Ms. Dali left the competition feeling enriched with self-confidence’s invaluable reward: “I didn’t win, but I feel proud. This is who I am.”

Source
www.bbc.com