Ivory Coast Beauty Pageant Breaks New Ground with Natural Hair Mandate
The organizers of the Miss Ivory Coast pageant have banned wigs, weaves, and hair extensions in the early stages of the 2025 competition—marking a significant shift in a country where Western beauty ideals have long reigned supreme.
For decades, contestants in Ivory Coast’s nationally celebrated pageants have graced stages in elaborate wigs and flowing hair extensions, often spending exorbitant amounts of money on their appearance. The natural look, by contrast, has been a rarity. In the pageant’s 60-year history, only two women have made headlines for embracing their natural hair—most recently Marlène-Kany Kouassi, who won the crown in 2022 wearing short Afro hair with no adornment but the crown itself.
This year, the Miss Ivory Coast organizing committee is taking a definitive stand. As preliminary rounds unfold across 13 Ivorian cities and two international locations, contestants must now present themselves with their own natural hair—braided, straightened, or otherwise, but entirely their own. The directive is the first of its kind among African nations.
“We want the candidates to be natural—whether with braids or straightened hair, it should be their own. Beauty must be raw,” said Victor Yapobi, president of the Miss Ivory Coast organizing committee.
Yapobi explained that the initiative is part of a broader effort to celebrate African beauty standards and discourage the pursuit of artificial enhancements. Cosmetic surgery is discouraged, and skin lightening is strongly frowned upon.
The new guidelines also come with other inclusive reforms. The minimum height requirement has been reduced to 1.67 meters (5.4 feet), the age limit raised from 25 to 28, and the entrance fee lowered from more than $80 to just $50, all in an effort to make the pageant more accessible to young women from diverse backgrounds.
The impact of these changes is already being felt. In Daloa, a major city in western Ivory Coast, contestants expressed a mixture of relief and empowerment. “I would see other girls with long, artificial hair, and they looked so beautiful,” said 21-year-old Emmanuella Dali, a real estate agent. “This rule gives me more pride as a woman—as an African woman.”
Still, the rule has sparked debate in a country where wigs and extensions are not just a fashion statement but a billion-CFA industry. Many women enjoy the creative possibilities and protective benefits that wigs and weaves provide.
“I’m a wigs fan. I love wigs,” admitted 24-year-old contestant and make-up artist Astrid Menekou. “I didn’t expect this rule! But now? I like my hair, and that’s OK.”
Some contestants, like 25-year-old student Laetitia Mouroufie, found that the rule helped redefine their understanding of beauty. “Last year, I had extensions because I thought that’s what beauty meant,” she said. “This year, I feel more confident being myself.”
But not everyone is celebrating. The hair industry, valued at over $300 million annually in Ivory Coast, could face economic strain if natural hair continues to trend in pageantry and beyond. “This rule is not good for us,” said Ange Sea, a hairdresser in Daloa. “Many women love wigs. This will hurt our business.”
The natural hair movement has gained global momentum in recent years, and influencers across social media platforms have been advocating for Afro-textured hair care and styles. Yet in Ivory Coast, natural hair is still rarely seen in mainstream media or high-profile professions. “Turn on the TV, and you’ll see almost every journalist wearing a wig,” noted Florence Edwige Nanga, a scalp specialist in Abidjan. She also highlighted the potential health issues linked to prolonged wig use, including alopecia and scalp infections.
As the debate unfolds, many hope the pageant’s influence could spark a cultural shift. For some, like Doria Koré—who was crowned Miss Haut-Sassandra—the new rules represent a deeper statement. “Winning with natural hair shows the true beauty of African women,” she said.
Though the final decision on whether the wig ban will apply to the 15 national finalists remains pending, Yapobi said the response so far has been “extraordinary.” He’s received messages of support from around the world praising the return to authenticity.
“If it works, we’ll continue and carry on this initiative in the years to come,” he affirmed.
As for Emmanuella Dali, while she didn’t win the crown, the experience left a lasting mark: “I feel proud. This is who I am.”
The grand finale of Miss Ivory Coast 2025 will be held in Abidjan this June and broadcast nationwide—potentially setting a new standard for beauty, not just in Ivory Coast, but across Africa.
