Young women of color, particularly African American girls, are so bombarded with images that negate the depth of their natural beauty. Because of decades of media, literature, images, and society looking down on the beauty of Black women – many mothers find it necessary to use chemicals to relax their daughter's hair. As a result, in our work with young women we have seen countless young women with severely damaged hair due to excessive chemical treatment without proper maintenance. The It's Natural! Challenge will help young women in their process of "hair self-discovery" and through the many phases of finding healthy alternatives to processing their hair.

We are not anti-perm, and we don't judge women based on their personal choices; our philosophy is that every woman – at some point in their life should be able to look at themselves in the mirror, exactly as God created them, and love everything they see.