BLK, a prominent social and dating application tailored for Black individuals, has unveiled a groundbreaking initiative named “Free Your Crown.” This innovative campaign is specifically designed to celebrate Black women and their diverse natural hairstyles, announced on July 3rd, a date recognized as National Crown Day. The bold endeavor seeks to elevate self-love among Black women, advocating for the unapologetic embrace of their natural curls and coils in all aspects of life.

The “Free Your Crown” campaign is rooted in a discernible cultural shift, particularly among Gen Z Black women, who are increasingly choosing to express their true selves through their hair. It aims to inspire Black women to shed any self-doubt and confidently display their authentic style, regardless of the occasion or professional setting. As a tangible form of support, BLK has committed to sponsoring the costs associated with Black women’s natural hairstyles throughout the summer, thereby facilitating the adoption of these celebrated looks.

Amber Cooper, Brand Manager at BLK, articulated the profound meaning behind this movement in a press release acquired by BLACK ENTERPRISE. She stated, “Natural hair has always been a symbol of confidence, individuality, and culture. For so long, Black women were made to feel like they had to change who they were to be accepted. With #FreeYourCrown, we’re not just celebrating natural hair — we’re creating space for Black women to be seen, uplifted, and supported at every stage of their journey.” This statement underscores the campaign’s objective of fostering an environment where natural beauty is not only accepted but celebrated.

Supporting the campaign’s premise are the compelling findings from BLK’s own “#FreeYourCrown” survey, which highlights a notable increase in confidence and preference for natural hair among Black women. The survey results reveal that over 60% of Black women consistently wear their natural hair full-time. Furthermore, a significant majority, exceeding 83%, opt to wear their natural hair on first dates, demonstrating a comfort with authenticity in new social interactions. On social media platforms, more than 75% of Black women regularly showcase themselves in their natural hair state, indicating a widespread movement towards visible self-acceptance.

Beyond financial sponsorship, the “Free Your Crown” campaign includes several immersive engagements designed to broaden participation and foster community. BLK has initiated a “Natural Hair Social Call-to-Action,” encouraging its members to update their dating app profile pictures to prominently feature their natural hairstyles, thereby promoting authenticity from the outset. Additionally, the platform has launched a “BLK Beauty Group Chat,” providing a dedicated space within the app for women to engage in conversations about all topics related to hair care, self-love, and relationships. These comprehensive components ensure the campaign is both supportive and interactive.

The launch of the “Free Your Crown” campaign is particularly timely, aligning with ongoing national discussions and legislative efforts, such as the CROWN Act, which seeks to prevent discrimination based on hair texture or protective hairstyles. Despite potential societal currents that might challenge diversity, BLK remains steadfast in its commitment to a movement that elevates natural hair as a distinguished and celebrated attribute, reinforcing that it is something to be embraced rather than concealed. The campaign solidifies BLK’s dedication to cultivating an empowering and inclusive digital space for the Black community.