Chontudas wants to strengthen natural hair knowledge among young black girls in Colombia.
In 2012, a champeta duo from Santa Marta, a Caribbean town in Colombia, dedicated their song "Pelo Malo" to all women that have a "bad," "weird" or "disorganized" hair. The song suggested that all these women have to use "liser" – a product to straighten their hair to make it look cool. The song neatly illustrates the stigma of wearing natural hair in Afro-Colombian communities. But these offensive categories don't represent the growing movement of Afro-Colombian women who are embracing their natural hair and all of its beautiful complexity.
During the American Civil Rights and Black Power movements in the 60s and 70s, there was a revolt in favor of wearing natural hair. The second wave of the natural hair movement has reached a global audience through social media and Colombia is not an exception. It's been five years since Mallé Beleño, an educator, and other black women created a hair collective called Chontudas—the name refers to a kind of palm tree whose presence evokes the hair of black women. The group was initially founded to discuss how to wear natural black hairstyles as well as to spread ancestral traditional hair knowledge.
This collective came to life as a Facebook group with 70 black women in 2014. Since then, it has become a place to share the experiences of making the transition to natural hair, and a place to showcase a more diverse standard of beauty as well as a place to trade hair care advice.