Pelo Bueno, Pelo Malo: Relation Between Latinas’ Hair-Esteem, Hair Texture, and Self-Esteem

Hair occupies a unique role in women’s lives. While a rich landscape of sociocultural knowledge about hair exists, few empirical studies have explored how women feel about their hair, such as their hair-esteem, particularly among Latinas. In our study, we examined hair-esteem among Latinas, who span a full range in terms of hair textures and navigate ideologies at the intersections of race and gender. Specifically, we examined hair-esteem and its relations to self-esteem and hair texture, and tested which demographic variables predict variability in hair-esteem. Five hundred sixteen self-identified Latinas completed an online survey, reporting demographic information, and responded to the following scales: The Hair Typing System, Hair-Esteem Scale (HES), and Self-Esteem. Despite our efforts to recruit widely, our sample was mostly of Mexican-origin, highly educated, and middle-to-upper class. Even so, within our sample, we found a large variation in hair-esteem. Hair-esteem was significantly related to self-esteem, but not to hair texture. In terms of demographic correlates, hair-esteem was positively related to age, relationship status, and the importance women placed on being Latina. Our study presents an important avenue for understanding the relationship between gender ideologies and the well-being of Latinas through the lens of hair, an understudied yet critical aspect of women’s experiences.