When it comes to Afro hair, every strand tells a story — one of heritage, resilience, and self-discovery. Yet, for too long, the beauty and complexity of Black hair identity have been misunderstood or misrepresented.
That’s why Afrocenchix is proud to collaborate with trichologist and filmmaker Dammy Saint Claire on an exclusive screening of her powerful short film, UGLY. AFRO HAIR.
The event, taking place on Friday 31 October (6PM–9PM) at V2V, Wembley, celebrates Black History Month with a story that challenges, heals, and inspires.
A Futuristic Tale Rooted in Reality
UGLY. AFRO HAIR is a striking short film set in a futuristic world where chemically altered and synthetic hair has been banned.
At its heart is Eden, a Black British woman reluctantly attending a government-mandated recovery group session. She’s not there to heal — just to comply.
But as the group begins to share their stories, Eden finds herself confronted by painful memories of judgment, shame, and identity loss — experiences that resonate deeply with many women navigating the politics of natural hair.
Through a mix of raw storytelling and visionary cinematography, UGLY. AFRO HAIR explores the emotional and cultural weight carried by Black women’s hair.
It asks us to reflect: What does it mean to truly be free to wear your hair — and your identity — without apology?
A Shared Mission: Empowerment Through Hair and Healing
For Afrocenchix, this collaboration isn’t just about sponsoring a film — it’s about amplifying stories that reflect our community’s truth.
Just as UGLY. AFRO HAIR uses art to spark conversation, Afrocenchix uses natural hair care and sciencebacked innovation to empower people to love their hair as it naturally grows.
From our award-winning scalp oils and moisturisers to our community workshops and educational events, we’re committed to building confidence and care around Afro hair.
Like the film, our mission is rooted in representation, healing, and pride.
“Hair is more than appearance — it’s identity, it’s culture, and it’s deeply personal. This film captures that truth beautifully.”
— The Afrocenchix Team
The Issues Behind UGLY. AFRO HAIR — and Why They Matter
1) The Politics of Afro Hair
From childhood teasing to workplace discrimination, many Black women face pressure to conform to Eurocentric standards of beauty. UGLY. AFRO HAIR holds up a mirror to this reality, encouraging honest dialogue about internalised shame and societal bias.
2) Community as a Space for Healing
In the film, healing happens collectively — through shared stories and empathy. This mirrors the Afrocenchix community ethos: from the Afrocenchix Fam to our salon partnerships and educational collaborations, we believe in the power of connection.
3) Redefining Beauty Standards
Both Afrocenchix and UGLY. AFRO HAIR challenge outdated definitions of beauty. Together, we champion selfacceptance, natural textures, and the freedom to express one’s true self — without compromise.
Why Afrocenchix x UGLY. AFRO HAIR Is a Perfect Collaboration
This partnership embodies everything Afrocenchix stands for: authenticity, empowerment, and education. Dammy Saint Claire bridges the worlds of science and storytelling, much like Afrocenchix bridges natural haircare and wellness.
Together, we’re reimagining what Afro hair representation can look like — not just in beauty aisles, but onscreen and in society.
Join the Conversation
We invite you to be part of this powerful moment in Black beauty and storytelling.
UGLY. AFRO HAIR – Exclusive Screening
Friday 31 October | 6PM–9PM
V2V, Hirst Hall, Tower Lane, East Lane, Wembley
Book Your Tickets Here
Use code: AFROCENCHIX for 15% off tickets
Explore our collection of science-led natural hair care for Afro and textured hair at Afrocenchix.com, and follow us on Instagram, TikTok, and YouTube for more stories, tips, and inspiration.
Final Thought
UGLY. AFRO HAIR reminds us that beauty is not something we must earn — it’s something we already own. At Afrocenchix, we’re proud to stand behind that truth, celebrating every curl, coil, and kink as part of a story that continues to unfold with strength and grace.