Pantene UK #MyHairWontBeSilenced

by | Feb 2, 2021

Pantene UK have launched #MyHairWontBeSilenced, a social media campaign to support their #PowerOfHair initiative.

Gold Series, by Pantene has partnered with Black Minds Matter and Project Embrace to help end discrimination against Afro hair in the UK.


A new report shows that 93% of Black people in the UK have faced microaggressions related to their Afro hair. Hair has been shown to be key to confidence and identity, which is why we are on a mission to give more great hair days to all. We have set a goal of >50% reduction in hair discrimination in the UK by 2025 with this campaign and the Power of Hair Fund. Of those that have been or have felt discriminated against due to their hair, the top three most cited places this happened are:

  1. At school (59%)
  2. In the workplace (49%)
  3. In a work interview (45%)


With more than half of those surveyed stating that discrimination against their natural Afro hair has negatively affected their self-esteem or mental health, Pantene have partnered with Black Minds Matter and Project Embrace to highlight the power of hair on mental wellbeing and self-esteem.


The My Hair Won’t be Silenced Campaign is just 1 step in the journey to end the daily discrimination. Pantene have a goal of a greater than 50% reduction in Afro hair discrimination by 2025* enabled by;

  • increased awareness of the micro aggressions that cause discrimination and what needs to change
  • supporting organisations who help eliminate hair bias and deal with discrimination via our Power of Hair Fund


Working with Black Minds Matter, Project Embrace and other partners Pantene will share educational materials crafted by experts about microaggressions, the science and beauty of Afro hair, ways to support the mission of ending hair discrimination and fund organisations who enable this change.


Agnes Mwakatuma, Founder of Black Minds Matter said: “Many Black women are subject to racial microaggressions throughout their life – from school all the way to treatment in the workplace – with discrimination against hair and a lack of self-acceptance being an almost universal lived experience. Pantene’s campaign is much-needed to emphasise that racism isn’t always explicit and can also take the form of subtle, unspoken microaggressions. When Black people face this over time, it can be incredibly detrimental to maintaining mental health. We hope that ‘My Hair Won’t Be Silenced’ will lead the way and inspire other brands in the haircare industry to take long overdue steps to cater for, and proudly represent the Black community.”


In an Instagram post said: “MY HAIR WON’T BE SILENCED”- BMM UK X PANTENE X PROJECT EMBRACE 🖤⁠⠀ ⁠⠀ We are proud to announce that we have joined forces with @panteneuk and @projectembrace , to stimulate an end to discrimination against Afro hair in the UK through their #myhairwontbesilenced campaign.⁠⠀ ⁠⠀ A new study released by Pantene UK shows that at least 93% of Black people in the UK have experienced microaggressions related to their hair.⁠⠀ ⁠⠀ Of those surveyed, only 7% of Non-Black people were able to identify common microaggressions, of which are extremely harmful to our Black community. So we are here to help that change.⁠⠀ ⁠⠀ At BMM UK we understand the negative psychological impact that hair discrimination and other microagressions has on our community, which is why we are incredibly happy we can help increase awareness of this and stimulate the long lost-lasting change required to move towards ending hair discriminnation against Afro hair.⁠⠀ ⁠⠀ Thank you to Pantene and Project Embrace for partnering with us to allow our voices to be heard, and our hair not to be silenced 🖤⁠⠀ ⁠⠀ *Research by Pantene and Censuswide 2020/2021″


Find out more here.

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