BLK empowers black women with #freeyourcrown natural hair campaign
BLK, the social and dating app for the Black community, has announced the launch of #FreeYourCrown, a bold, unapologetic campaign celebrating the beauty, pride, and versatility of natural hair in honor of National Crown Day on July 3, 2025.
This year's campaign reflects a powerful cultural shift occurring within the Black community, particularly among Gen Z women, where authenticity, confidence, and self-expression are at the forefront.
With increased representation, growing community dialogue, and protections like the CROWN Act continuing to gain momentum, young Black women are embracing their natural hair more openly and proudly than ever before. For many, that means showing up as their full, authentic selves — in the workplace, on first dates, and across social platforms — without compromise.
The campaign is rooted in insights from BLK's recent #FreeYourCrown Survey, which highlights the growing confidence and pride around natural hair:
60.9% of Black women wear their natural hair all the time
79.5% feel very confident wearing their natural hair in public
83.2% proudly rock their natural hair on a first date
75.5% showcase their hair regularly on social media
While nearly 40% have still experienced judgment for wearing their natural hair, the overwhelming confidence and visibility among Black women — particularly Gen Z — reflect how far the culture has come, and how platforms like BLK can help continue to drive that progress.
#FreeYourCrown Campaign Elements
Community-Driven Insights: The #FreeYourCrown Survey: At the heart of the campaign is BLK's #FreeYourCrown Survey, offering a window into how Black women — especially Gen Z — are rewriting the narrative around natural hair. With insights on confidence, visibility, dating experiences, and evolving beauty standards, the survey informs every element of the campaign and highlights the progress fueled by cultural pride and protections like the CROWN Act.
Influencer Storytelling: BLK has partnered with a group of influential Black women — each at a different stage of their natural hair journey — to share their stories, routines, and experiences across social media and inside the BLK app. From loc maintenance to first-time transitions, these creators will spark real conversations about beauty, confidence, identity, and showing up exactly as you are.
Summer Haircare Giveaway: To make self-expression more accessible and celebrate natural hair in all its forms, BLK will cover the cost of summer hairstyles — from protective styles to natural looks — for five women who share their natural hair photos inside the BLK Beauty Community. Winners will receive a $500 credit for a salon visit with a Black stylist of their choice.
Natural Hair Social Call-to-Action: BLK is encouraging members and the wider Black community to update their profile pictures on dating apps and social platforms to proudly showcase their natural hair. This simple yet powerful show of pride reflects the cultural momentum toward authentic beauty and visibility.
BLK Beauty Group Chat
The newly launched BLK Beauty Community inside the app provides a dedicated space for Black women to connect, swap hair care tips, share product recommendations, and celebrate their natural hair journeys together. As BLK continues to evolve from a dating app to a social and cultural platform for the Black community, this space reflects that growth — offering users a place to engage beyond dating, build meaningful connections, and express themselves authentically.
Amber Cooper, Brand Manager, BLK: "Natural hair has always been a symbol of confidence, individuality, and culture. For so long, Black women were made to feel like they had to change who they were to be accepted. With #FreeYourCrown, we're not just celebrating natural hair — we're creating space for Black women to be seen, uplifted, and supported at every stage of their journey."
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