|Angela of NaturAngi|
At the beginning of 2014, the natural hair movement in Italy took off through blogs and online communities on social media. Inspired by the natural hair movements in the US, UK, France and Belgium, AfroItalian online influencers such as Angela Haisha Adamou of Angela’s decision to launch in January 2014 was inspired by not only movements she witnessed in the other parts of Europe and the United States, but by her life experiences in Italy as an Italian with Ghanaian roots. On her award winning blog NaturAngi, she offers tutorials, product reviews, advice, and suggestions on where to find products in Italian and English. My conversation with Angela focused on various aspects of the natural hair movement in Italy, such as the importance of representation and how her experience from a small town shapes her role as a natural hair blogger.and Evelyne of Nappytalia launched their pages to increase knowledge about self-love and to build networks amongst AfroItalians, or African descendants living in Italy. In a country where the are only at the beginning of getting explored, these online resources represent some of the few places where the intersection of AfroItalian identity and womanhood are discussed through hair care.
Angela’s first book, Love is in the Hair, Volume 1, Consigli per aver ricci belli, sani e senza capricci, was published in June 2017. The book is available on Amazon in both Kindle e-book format and in print.
Initially started as her space to share about the beginning of natural hair care journey after doing a big chop, her blog became a space where other women with curl afro hair in Italy would be able to find themselves represented in the hair care and beauty fields.
The needs of AfroItalian women arethat sell hair or cosmetic products, as tints and the like are not available in dark tones. Angela describes AfroItalians as a “hidden community” not yet prioritized by major beauty companies. Even though Lancôme has been selling darker skin tones for years, these products are often of higher cost, compared to those sold by KIKO Milano. “When I went to KIKO to find products for a make up tutorial workshop I organized, I found affordable dark skinned tints. At KIKO, I matter.”
Representation is the essence of Angela’s blog, as well as other blogs and e-commerce sites such as, , and . Even though Italy does not conduct racial or ethnic statistics, research by the country’s national statistics committee, states that nearly 20%, or 1 million of the country’s immigrants are African. Much of Italy’s African population comes from West African countries such as Senegal, Nigeria and Ghana. These online influencers and e-commerce sites demonstrate how hair is political in Italy, specifically that Africans and AfroItalians are integral to the country and must be considered as valuable members of Italian society.
Angela and the founders team of the online magazine AfroItalian Souls. L-R:
Naths Grazia Sukubo, Angela Haisha Adamou, Bellamy Okot
Photo Credit: Angela Haisha Adamou
Experience as a natural hair blogger in Italy
Angela launched NaturAngi as a platform to inspire people to learn more about how to take care of natural hair, and to develop a network of other AfroItalians across the country who were learning to take care of their natural hair. She shared that most Africans and African descendants in Italy have been pressured to relax their hair, as that has been taught as easier to manage. Through NaturAngi, Angela promotes knowledge of taking care of natural hair. “If you don’t know the ways you can take of your natural hair, then how can you choose which styles are best for you? If you don’t know, you’re not free.” NaturAngi promotes the value of hair care knowledge to make the best informed decision about which hairstyles to wear.
Coming from a small town in the northeastern region of the Emilia Romagna, she used her blog as a means to reach out to other bloggers and learn from them as well. Many of her contemporaries are based in metropolitan areas, such as Milan and Rome. Most immigrant families and their children are spread out across cities in the country, compared to segregation in the United States and France. Due to the dispersement of AfroItalian communities, Italian based e-commerce sites for natural hair products have also emerged, such as, and , and ship to the doors of their customers.
The team of Roots Evolution: Sofia Bodian, Aida Aicha Bodian, Fatou Bodian, and Fatou Coly, and Angela Haisha Adamou. Photo Credit: Angela Haisha Adamou
Angela uses the relatability of her experience as a black Italian in a small town to reach out to other AfroItalians across the country. “I try to be as natural as possible [on my blog and in my videos]. I film myself in situations when most people like me do their hair, such as tired after work at the end of the day and in front of the bathroom mirror.” Due to the collection of AfroItalians through online and social media spaces, the movement in Italy revolves around social influencers such as Angela and her contemporaries Evelyne of Nappytalia and Belsya Shabani of AfroOn. For individuals or businesses interested in reaching out to AfroItalians as a target consumer, Angela suggests to contact influencers in Italy to collaborate.
In addition to founding, Angela Haisha Adamou is the Secretary of the association , co-organizer of the country’s first , member of the country’s first national body for new generation Italians , and social media manager for the online community . She is also the author of the first e-book and guide dedicated to natural hair care in Italian,
Written By Candice Whitney
Written By Candice Whitney