In the United States, African-American women call for a boycott of African businesses

In the Black neighborhoods of major US cities, braid salons run by African women have become well established, in a context of fighting against hair discrimination and the injunction to go natural. African-American women like to go to "aunties" ( auntie in the original version) to have protective hairstyles done to care for their hair, limit its manipulation, its breakage or even prevent split ends. The auntie has therefore become, over time, this lady who helps frizzy heads to make their crowns bloom.

In a country where buy black has become a militant injunction for African-American prosperity, these businesses are booming. The latest French-speaking success story is that of Cameroonian Nadine Djuiko. The auntie has experienced a meteoric rise in Maryland, thanks to a viral TikTok video that has taken her from ten clients per day in 2015 to more than 150 in 2025. In her salon, she offers knotless braids, a popular type of braid, done by two hairdressers in less than