TikTok Star Afrolecia Wants to Dismantle Global Stigma Against Natural Hair

When Cape Town native Jade Oliver, popularly known as Afrolecia, launched her TikTok account in 2022, she was already four years deep in the world of content creation. Initially seeking styling tips for her natural hair, she quickly realized a gap in the market, and decided to fill it. As she shared her creative approaches to maintaining her ‘fro, her audience grew alongside her. This week, her expertise in natural hair styling earned her the title of Africa Rising Creator of the Year at the TikTok Top Creator Awards which took place in Johannesburg, South Africa.

Afrolecia's journey has not been without its challenges. As a champion of Black natural hair, she has navigated the, sometimes political, societal norms and expectations of hair in the context of identity, facing subtle stigmas and misconceptions along the way.

"There's still some stigma around natural hair," Afrolecia tells OkayAfrica in an interview, "but perhaps less so on the African continent than internationally.” This is particularly relevant for her, given that the majority of her audience is based in the United States.

Her content typically showcases various styling techniques tailored for ethnic hair, offering viewers a glimpse into her expertise and creativity. She reminisces about the early days when creating videos demanded a considerable amount of time and effort. However, with each passing video, the process has evolved into a seamless and effortless endeavor.

She fondly recalls the time when she took that first, bold step toward vulnerability, driven by her passion for what she loved. "I had a handful of views, but they were the ones that kept me going."

When she began monetizing her YouTube channel, she made the bold decision to leave her full-time job and focus on content creation. "It wasn't the best decision at the time," she admits, "but I remained consistent."

Her loved ones feared for her financial security. “They were worried, but because I believe in the vision so much, I was determined to focus on it. Now that they see it yielding results through interest in the media, the award and so on, they are more confident.”

Afrolecia holding her TikTok Africa Rising Creator of the Year Award.Photo courtesy of Jade Oliver.

“I feel like there's a certain vision that each of us will get for our future and you mustn't rely on other people to also see it because the vision was given to you. See it and work towards it. Also, I feel like consistency and just sticking to it, also be true to yourself because that will show in everything you do.”

After venturing into TikTok, Afrolecia quickly amassed a sizable audience. Her perseverance has led to opportunities she never imagined. “It started paying off through brand deals recently, and that’s two years down the line.”

Winning the TikTok award has gone a long way to validating her resilience and determination, but her story doesn't end with content creation. With an unwavering commitment to authenticity, the Capetonian is poised to make an even greater impact as she prepares to launch her own line of natural hair care products. Set to debut this year, Afrolecia Hair Care, will be crafted from locally sourced ingredients and will be, as she proudly tells OkayAfrica, “100 percent natural”.

At the heart of Afrolecia's success lies her strong faith. "Everything I do, I run it by The Lord,'' her voice soft, yet resolute. "It helps me make the right decisions."

Being a new mom is also a balancing act. "I am married and have a one-year-old boy," she beams. "We've gotten used to it over the years, especially now, as the work has become so full-time. My husband helps when I have some work to do and when I am free, I get very involved in my family life.”

Asked what her win means for African women of color in this field, she responds; “It shows that it's possible to do content creation as full-time work, above and beyond it being your passion. A lot of us initially took it as just a hobby, but there are opportunities to actually go global with this.”

To anyone who feels hesitant or is on the verge of giving up on their dreams, Afrolecia offers a simple yet profound message: "Stick to your vision. The Lord is able to do things that we can't even imagine. Keep going, be consistent, and above all, be true to yourself. Your authenticity is your greatest asset. In the end, that’s what really matters."

As the young creator continues to inspire and uplift others with her story, one thing is abundantly clear: her journey is not just about hair; it's about embracing one's identity, celebrating diversity, and empowering others to do the same.

Even with her recent accolades, Afrolecia remains ever humble, attributing her success to the support of her loved ones, fans and the inspiration of trailblazers like Nadia Jaftha and Aisha Baker of @BakedOnline. She tells OkayAfrica, “They were the people who showed me what is possible.”