“For me, hair is a means of self-expression; a tool to tell stories and explore perspectives,” says Abidjan and London-based Marie-Céline Agossa. “Hair is a form of non-verbal communication and a vessel that enables cultural exchange, preservation, transformation and transmission of heritage.” This independent researcher, creative director and entrepreneur has taken her passion for afro textured hair and its intersection within African and Afro-diasporic cultures to create her innovative community platform, Yua Hair.

Growing up in Côte d'Ivoire, Agossa’s relationship with her hair was shaped by mainstream beauty standards. "I had my hair chemically straightened from the age of eight,” she says. “But I loved accessorising it with colourful, decorative elastics and having different styles.” She then discovered the natural hair movement on Tumblr at the age of 15. ''I came across the rich cultural heritage associated with hair on the African continent and its diaspora,” she adds. As no salons in Abidjan offered natural hair services, she began nurturing her own tresses and using YouTube to learn about hair care, styling and products. In 2021 she started sharing her findings on Instagram and by 2023, Yua Hair was officially born.

Over time, Yua Hair has become a community, platform and studio specialising in storytelling around textured hair by integrating cultural research, experiential marketing, creative direction, retail and beauty services. ''It's about reshaping how consumers interact with afro-textured hair through immersive experiences." From pop-up exhibitions and screenings to panel talks and braiding workshops, Yua offers a range of events that foster conversations. This leads to new ideas and collaborations among its audience and partners.

Yua Hair’s mission is not only to preserve and innovate African hair culture but also to shape the future of the global textured hair industry. Agossa believes that solutions can come from the African continent, and specifically African women, who are both the consumers and the practitioners. However, there are significant gap in terms of hair education. “Developing this industry and optimising the training that hair stylists and braiders receive would have a positive effect on income and standard of living. This would in turn contribute to economic growth and development outcomes,” she asserts. Yua Hair does its part by collaborating with like-minded players in Côte d'Ivoire, such as Feymie's and Jikeko Beauty, who are making significant steps in developing natural products and services steeped in their local context.

Here, Nataal presents Yua Hair’s latest identity shoot. Entitled ‘Infinite Stories’, the three-part series celebrates the brand’s DNA and the region’s rich cultural heritage. An all-Ivorian creative team, including visual artist Nuits Balnéaires, shot both street cast and established models at La Manzane cultural centre in Grand-Bassam wearing designer pieces by the local brands such as Olooh Concept and Lafalaise Dion.

Agossa drew inspiration for the shoot from vintage Black glamour while staying firmly rooted in contemporary realities. She looked to retrofuturist leanings of Courrèges, to the studio photography of Sory Sanlé, Adama Kouyaté and Cornelius Azaglo, and to the poses of Femme d’Afrique, Côte d'Ivoire’s first major fashion magazine. Also woven in is the emblem of the sun. The brand’s name means ‘sun’ in Baoulé and symbol reflects the upward-growing nature of afro-textured hair. Meanwhile the use of the colour red in Akan cultures represents strength connecting it to cultural pride. The results emanate self-love, sisterhood, artistry and above all, unity through diversity.