Relationship complexities are not unique or limited to human interactions alone but extends to how we see ourselves. For generations, curly hair and textured hair more broadly has been almost a relationship of love and/or hate. It's almost as if curly hair lives in two mirrors - one that celebrates heritage and natural beauty, passed down in family histories. In another, curly hair is controlled, manipulated and straightened to fit Western beauty standards for weddings, school pictures, social gatherings and other big life events, all in the name of acceptability.

But over the last 5-6 years, a major shift has been brewing.

This shift we are beginning to see is bigger than beauty. It's cultural, generation and deeply tied to identity. Just as our In Her Mirror series explores the private intimacy of a curly haired woman with her curls, this story asks what curls mean in public: How Arab women and expats alike are reclaiming their natural curls and texture as an expression of heritage, confidence and belonging.

A moment of reflection: the opening frame from our In Her Mirror series - exploring what it means to truly see your curls.

[ Watch Episode 1 of In Her Mirror - Reflected Twice ]

The Evolving Landscape of Curly Hair in the Middle East

For as long as we can remember, curly hair in the region was rarely affirmed in mainstream culture. This could largely be as a result of Western influence on representation in the media. Though, what is interesting to discover is that decades before the infiltration of Western influence, curly hair was celebrated and recognised as feature that symbolised traditional beauty, vitality and heritage. However, with the passage of time, perceptions changed with curly hair often deemed as unruly as such was pulled and brushed back to bring it back into submission, to create a more neat and refined appearance.

Are we now seeing a reversion or the start of something new? From media prints to social ads we’re seeing greater representation of curly hair textures, of course there is some way to go, but change has begun. Other indicators of change include, the increase in availability of curly hair products in Dubai and the Middle East more generally, people with curly hair now have access to products that enhance their curls, allow them to embrace their curly hair more confidently.

At Emerson, The Middle East's 1st Curl Lifestyle Destination , we are so proud to be part this shift, a shift that allows us to reshape the narrative around curly hair in the region. In the last few years alone, Dubai in particular has become home to over 4 dedicated curly hair salons in the UAE - where you will find women embracing their curls, asking for curl specific treatments for both themselves and their children rather than defaulting to chemical straightening. 

What we often like to highlight is the diversity and versatility of curly hair. Embracing your curly hair doesn't mean you can't wear it straight when you choose to - Variety is the spice of life after all!  What we encourage is more a message of self love and care - reminding you that your curls are your power, they are your uniqueness. If you periodically choose to straighten them, opt for ways to protect them before straightening and nourish them after. 

Embrace Your Curls: Marketing Slogan or Cultural Shift?

Let's turn to the concept of embracing one’s curly hair - this has almost become a marketing term in the curly hair community but it’s important to strip this back and understand where this sentiment stems from. Dana Sharawneh poses a similar question of what does it actually mean to “embrace your curls”, as if to say your curls weren’t normal to begin with? From a separate lens, Dana, in her article states the obvious in that - you never hear women with naturally straight textures “embracing straight hair”.

Though, the concept of embracing one’s natural curls has been watered down to a mere marketing term, it holds significant meaning for those of us who have undergone chemical treatments to conform to western and mass media beauty standards. We are now slowly moving to a place where what was once considered a frizzy mess is now viewed as beautiful. This is becoming more evident with the rise of curly hair salons in Dubai, however this is only one part of the story.

There’s a deeper shift taking place in the form of awareness, education and on going conversation. More women, men and children with curly hair are seeking out trusted sources of curl education. We see it first hand here at Emerson, not just in sales but in  consultations as well as online and offline conversations.

This is exactly why we do what we do at Emerson, we go beyond simply retailing curly hair products, we are a curl hub - for curl community, education and culture - one we continue to help share in the Middle East region. 

A Generational Shift in Curl Perception

For years and years, Arab women grew to believe that straight hair was more "presentable" or was the "goal" and curly hair required too much effort. Even outside of the Arab world, this is known to have been the case. Many of us can recall sitting in the salon chair ahead of a graduation, job interview or wedding, where the scent of a chemical relaxer or keratin treatment engulfed the salon, ready to transform what was viewed as untamed and unprofessional texture. Today, this belief and narrative is being disrupted.

Across the Middle East and Africa, women and mothers are becoming more aware and informed on the dangers of chemical straightening treatments. Curly haired women are now more empowered than ever to push back against this notion that curls need to be fixed, and are taking time out to learn more about curly hair texture through consultations, social media and curl focused events.

Now curls are being affirmed again as part of identity and heritage. Where one generation felt overwhelming pressure to suppress, the next is being empowered to embrace.

This generational shift is almost tangible, we witness this on social platforms such as Tiktok where teenagers are sharing their curly hair hacks - from finger coiling to experimenting with different styling products. Women in both creative and corporate spaces are more confident showing up with their curls styled and not hidden. From every life stage we see a reflection of a deep cultural movement, beyond trends.

At our Mummy & Me Curl Experience: Edition One, we saw this powerfully demonstrated. Mothers showing up for themselves and their little ones, not just passing down beauty lessons, but pride, confidence and identity . When a child learns to value their natural curls early on, they value a part of their identity. This transcends the home, it extends to school and wider society, supported by business like ours and by salons.

This is how real, meaningful movements are orchestrated, not only through taglines and visually appealing campaigns but everyday practices that celebrate natural hair.

What This Shift Means For the Future 

The perception of curly hair in the modern Arab world is no longer about fitting in, its about standing out with confidence and pride. Where curls were not acceptable, they are now being recognised as a reflection of heritage and individuality. There is way to go in reshaping the narrative but the trajectory is clear, better representation, more education and more curl pride at every stage of life.

At Emerson, we own our part in the reshaping and our role is to continue leading this conversation in the Middle East, not just with curated curly hair products but with education, events and cultural storytelling to reinforce one key message: Your curls are uniquely yours, they are your power.

We invite you to explore, learn and celebrate your curls with us.

Follow us on Instagram @emerson.beauty

Shop our curated selection of high performance curly hair products HERE