Long-reigning beauty standards in West African pageants are undergoing a transformation as the Miss Ivory Coast competition enforces a groundbreaking rule: contestants are no longer allowed to wear wigs or hair extensions. For years, the tradition of using long, flowing artificial hair has dominated the catwalks of Ivorian beauty contests, with the overwhelming majority of entrants investing heavily in their appearance to meet these established ideals.
A significant shift was highlighted with the recent crowning of Marlène-Kany Kouassi as Miss Ivory Coast in 2022, who wore her natural hair. Her win represented a rare occurrence in a landscape where Western ideals of beauty often overshadow local authenticity. Similarly, Angélique Angarni-Filopon from Martinique made waves when she was crowned Miss France at the age of 34, flaunting her short Afro.
The president of the Miss Ivory Coast organizing committee, Victor Yapobi, announced that the primary stages of the competition would commence with this new "natural beauty" ethos — barring wigs, weaves, or hair extensions. "We want the candidates to be natural...beauty must be raw," he stated, as the competition seeks to promote a self-acceptance narrative among young women.
This shift comes as a surprise within a country where beauty rituals involving wigs and extensions are culturally entrenched. Some contestants, like real estate agent Emmanuella Dali, expressed excitement at being empowered to showcase their natural selves without the influence of artificial enhancements. "This rule gives me more pride as an African woman," she shared, celebrating the renewed focus on authenticity.
Despite positive feedback, the rule's implications extend to the Ivorian hair industry, projecting potential economic challenges. With a hair market valued at over $300 million, feedback from professionals like hairdresser Ange Sea indicates concerns over declining business as the focus shifts away from wigs and extensions.
While the new contest rules promote self-confidence and cultural pride, they also spark a debate regarding personal expression and beauty choices. Contestant Astrid Menekou, fond of wigs, felt initially apprehensive but later acknowledged a growing acceptance of her natural hair. This dialogue electrifies the community and raises pressing questions surrounding strict beauty formulations and personal autonomy.
As the preliminary evaluations unfold, reactions continue to pour in. Yapobi noted a wave of support even from international spectators, suggesting a broader cultural resonance with this new direction. The upcoming final Miss Ivory Coast competition, scheduled for June and broadcast nationally, is set to determine whether this shift will firmly establish itself in future contests.
For many, this movement toward honoring natural beauty is not just a cosmetic change but embodies a deeper celebration of identity. "Winning with natural hair shows the true beauty of African women," stated Doria Koré, a contestant celebrating her ethnic heritage. Ultimately, these changes bring forth a new narrative: one where women can express pride in their identity without the weight of societal expectations.
