Make Me Beautiful
This chapter closely engages African American beauty culture. Advertisements for beauty products such as hair pomades and skin bleaches comprised a significant portion of advertisements in African American newspapers throughout the early twentieth century. The advertisements for beauty products targeting African American women unveil a discourse and an industry that were instrumental to the materialization of a New Negro culture. Through advertisements and open discussions about African American beauty, self-presentation and adornment shifted from an individual/private sphere issue to a formidable public culture site of individual and collective expressivity during the New Negro era. African American beauty culture thrived as a site of reinvention and re-imagining for New Negro women. It also offered multiple authorial roles in which these women could partake, including: producer, consumer, and manufacturer. In Washington, this black women’s beauty culture was a thriving industry as well as a battleground and playground for black women actualizing themselves as New Negro women.