The saying, “Beauty knows no bounds,” proves to be true with the latest trend of beauty tourism. For years, people have been traveling across city and state lines, as well as abroad, to receive more affordable cosmetic procedures, including haircare.
Whether it be for box braids, locs, hair transplants, etc, women are going to great lengths (and distances) for beauty. These destination hairstyles represent the legacy and creativity of Black culture, so it’s no surprise that consumers want the very best.
According to Mindbody’s 2024 Wellness Index, a quarter of consumers are willing to travel a significant distance for a specific beauty or grooming treatment. The data also shows a staggering 43% categorizing facials and hair services as a necessity.
Hairstyles Black Women Are Loving
Despite the beauty industry not always catering to Black women (think anti-Black messaging like “straight hair is better”), they are still top beauty consumers. Black women spend $7.5 million a year on beauty and salon products and services. On average, they visit a salon more than twice a month.
Today, Black women are willing to travel and go to great lengths to get the best of natural hairstyles. They will literally go on vacation to get the best of the best haircare and styling. Popular hairstyles include sisterlocks, baldie braids, bora bora braids, locs, knotless braids, or box braids.
@theejessiewoo Boho Braids for only $52 USD 💰😭 in GHANA 🇬🇭 Would You get This?? #Ghana #Travel #FYP ♬ Relem – Jessie Woo
The resurgence of the natural hair movement (which first began in the 1960s) challenged the idea that “straight hair is good hair” and empowered Black women to embrace their curls, kinks, and braided crowns. Beauty tourism has encouraged Black women to even further love African hairstyles. Hairstyles like cornrows and box braids pay homage to and celebrate African history and influence. They can be accessorized with cowrie shells, jewels, and beads.
@beingcrystalnicolee flying to get braids that cost $1,000 😳 was it worth it? #travelvlog #hairtok #boraborabraids #hairstyles #protectivestyles #fyp #braidstyles ♬ original sound – CRYSTAL NICOLE
Where Consumers Are Traveling
There seems to be no limit on where women are willing to travel for the best hairstyling. Some Black Americans are crossing states lines, while others are traveling around the globe. A few countries Black women have traveled to for the ultimate beauty experience include Colombia, Ghana, France, and Thailand.
@yolobyyaya Normally I think getting braids done during a short vacation is a waste of precious time but when I heard the gworlies were getting their braids done for cheap, cheap in Cartagena my frugal self thought, hmm lemme go check that out. They weren't lying. @Deyka hooked me up real good. Braids Cartagena, Travel Colombia 2024, Travel tips for Colombia, Cartagena travel solo, Travel to Cartagena, Black travel Cartagena, Cartagena solo female travel, Cartagena travel vlog #cartagenabraids #braidsincolombia #BraidsinCartagena #boxbraids #blacktravelblogger #blackgirltravel #blacksolotraveler #solofemaletraveler #minivlog #vacationvlog #cartagenacolombia #colombiatravel ♬ Vogue (Edit) – Madonna
Why Travel for Beauty?
Black women travel for beauty for various reasons — better quality of work, shorter waiting periods, the lure of visiting new places and, perhaps most of all, cheaper costs.
@thetraveltauruss Getting Braids in Thailand for under $200!! More Beauty Tourism Videos coming soon! #beautytourism #thailandbraids #blackgirltravel #thetraveltaurus #visitthailand #goddessbraids #goddessbraidsthailand ♬ original sound – Alea S | Travel Tips & Advice
In hair destinations outside of the U.S., the cost of braids are a huge travel incentive, as more intricate braids are often cheaper. Hairstylists also might have more experience with African-inspired styles and work faster on hair because of their expertise. The quality of the styling is hard to beat!
@countinghercoin OBSESSED! The Best braids ive ever had, Ghana is the second stop on my birthday tour #accraghana🇬🇭 #travel #knotlessbraids #traveling #travelvlog #iminloveimobsessed ♬ Im In Love Im Obsessed Rihanna x Casa Di Remix – CasaDi