For many years, straight and smooth hair has dominated Malaysia’s beauty standards, often portrayed as the ideal in advertisements and reinforced by salon practices geared towards straightening textured hair. However, a growing number of Malaysians are beginning to embrace their natural curls and waves, challenging traditional perceptions about what constitutes manageable or presentable hair.
Experts in the country’s hair care industry note that curls and textured hair have long been misunderstood rather than appreciated. Soniahanim Abu Bakar, managing director of Coco Onya, recounts that growing up, straight hair was seen as the benchmark of neatness and professionalism. Yasvenaa Nagendrarao, founder of CurlFixers—a specialist curly hair studio in Kajang—and co-founder of the Curly Bouncy Malaysia product brand, attributes the prevailing attitudes to a salon industry that has historically prioritized smoothing and straightening hair through chemical treatments such as rebonding. She emphasizes that textured hair requires a different care routine, and the challenges faced by those with curls often stem from a lack of proper education rather than “bad hair.”
Dharishinni Devi Kumar, co-founder of Surul Curls, a brand focused on textured hair products, echoes these views, pointing out gaps in salon training and product development that fail to address the specific needs of curly hair. She highlights common misconceptions that regard curls as naturally frizzy or difficult to manage, and warns against treating all curl types the same, noting that what may appear as dryness or unruliness is often the natural behavior of curly hair.
The distinct structure of curly hair means natural oils travel differently along the strands compared to straight hair, making care and maintenance unique. Experts advise simplifying hair routines to better respond to the hair's needs rather than forcing it into a predetermined shape. Proper scalp cleansing focusing mainly on the scalp, conditioning the hair lengths, and detangling when wet with sufficient product slip are key elements recommended for healthy curls. Rough towel drying is discouraged as it can exacerbate frizz; instead, gently squeezing out excess water with a soft T-shirt or microfiber towel is advised. Styling products generally work best when applied to wet or damp hair, and allowing curls to air dry or using a diffuser can help preserve their natural form. Specialists caution against overusing products, which can weigh hair down and cause buildup, and advise minimizing contact with hair during drying to reduce frizz.
The expanding interest in textured hair care has also brought new discussions regarding ingredient suitability. While some online advice spotlights specific ingredients as harmful, experts say there is no universal list of banned substances for curly hair. Dharishinni explains that understanding the role of ingredients within formulations is more important than dismissing them outright. For instance, sulfates can remove heavy buildup but may be harsh if overused, while fatty alcohols can offer conditioning benefits contrary to drying alcohols. Silicones, often criticized, can provide beneficial slip and protection but may cause buildup depending on the product and hair care routine. Soniahanim adds that ingredient effects depend on concentration, product formula, usage frequency, and individual hair and scalp conditions.
The broader shift in hair culture reflects a move away from viewing one hair type as the standard for beauty, and encourages people to discover what works best for their natural texture. Embracing curls can be a personal journey, especially for those accustomed to straightening or chemical treatments. Dharishinni advises patience in transitioning to natural curls, while Soniahanim emphasizes adopting a more positive language around textured hair, moving from notions of messiness or difficulty toward understanding its unique needs. Yasvenaa reassures that past hair treatments should not lead to guilt, acknowledging cultural influences that have long equated straight hair with professionalism and beauty.
Ultimately, the emerging acceptance of curly hair in Malaysia is less about setting a new beauty ideal and more about expanding knowledge and choice, allowing individuals to define their own hair standards based on personal preference and care rather than convention.