Meet Good Hair Day – the collective empowering Afro-Finns to embrace their natural hair

Expression through hair is an important part of any Black person's identity, no matter which part of the globe they come from. Created back in 2016, Good Hair Day is a collective founded by Afro-Finnish women, dedicated to uplifting Black voices in Finland and empowering them to feel pride in their natural hair. Paloma Sandberg, who joined the collective back in 2018 and is now one of its core members, says it is focused on building a safe space for Afro-Finns. “I hope it helps young Afro-Finns feel a sense of belonging. A place where they can truly be themselves without any expectations and just relax," she explains.

In a country of 5.53 million, around 1 percent of the population in the country identify as either Black or of African descent, but Afro hair representation in Finnish media still remains relatively nonexistent. “Representation matters – we need representation not only to break the Nordic beauty norms, but it's also important to have all the different types of Afro hair textures represented,” says Akunna Onwen, a Good Hair Day member.

To combat the lack of representation, the collective hosts an annual event in Helsinki consisting of panels and workshops aimed at raising awareness around embracing and maintaining Afro-textured hair. This year’s event, occurring in September, will also include a variety of group discussions on topics ranging from Black identity to community and self-acceptance. There’s also Afro Blooming, which is when volunteers help put flowers into the hair of some of the other attendees in a mark of celebration. Through activities such as this one, the collective hopes to help young Afro-Finns reflect on their hair journey, as well as embrace their multicultural heritage.

As haircare for women and men with afro-textured hair in the country can be limited, the Good Hair day event is one of the few times when Afro-Finns get a chance to see and buy hair products that are suitable to their haircare needs. “The demand for [afro-textured hair] products is there, now it is up to companies to deliver on that demand”, says Onwen. Fortunately, there are a small crop of Finnish Black-owned haircare brands such as Sumilayi rising through the ranks, but they can often be difficult to access due to a lack a storefront presence and are sold almost exclusively via social media or online.

Related: 8 Black-owned Scandinavian beauty brands to know

Even as Finland has had legislation in place such as the Non-Discrimination Act since 2004, discrimination against ethnic minorities, migrant workers, and Muslim refugees still remains commonplace. Back in 2020, Non-Discrimination Ombudsman, the official committee in Finland that works to monitor and advocate for equality and civil rights, released a report showing that a majority of respondents faced afrophobic racist discrimination on a regular basis, with experiences starting as early as in the school courtyard.

“Structural racism in our society is something that has not been addressed until the last few years,” says Good Day Hair member Saida Mäki-Penttilä. “As mixed [race] women in Finland, we face various forms of racism, from direct to indirect and microaggressions to exoticization.”

But the Good Day Hair collective members are also conscious that, in a society which still largely favours eurocentric appearances, some are afforded privileges as biracial women, explains Mäki-Penttilä. Though they want to use their privileges to “stand up for those more vulnerable by engaging in discussions on a communal and societal level.” Like many racially homogeneous countries, the shift to a more diverse and inclusive society is still a slow progression.

Though Good Hair Day has accomplished so much in the few short years it's been active, the collective’s aspirations remain ambitious. The group has set its sights on finding a way to expand their workshop beyond the capital Helsinki, and host events in more isolated parts of Finland to ensure their message is heard far and wide. “We would love to also collaborate with like-minded Nordic movements and discuss Afro-Nordic experiences and shared realities,” adds Saida Mäki-Penttilä on the collective's future goals. Haircare is really just the start.