BLK launches #FreeYourCrown campaign to celebrate natural hair and cultural pride ahead of National Crown Day

BLK, the nation’s largest dating and social app for the Black community, has unveiled #FreeYourCrown. The bold new campaign honors the “beauty, resilience, and versatility” of natural hair.

About #FreeYourCrown campaign

Just in time for National CROWN Day on July 3, the campaign champions authenticity and celebrates the shifting tides of confidence and self-expression among young Black women, particularly those of Gen Z. Moreover, it highlights how cultural pride and legislative protections continue to reshape the natural hair landscape.

As media representation expands, beauty standards shift, and protections like the CROWN Act gain national traction, Black women are embracing their natural textures in ways that once drew stigma. Today, they’re showing up—at work, on first dates, and across social platforms—as their full, unapologetic selves.

Survey Reveals Cultural Shift

The campaign is rooted in findings from BLK’s recent #FreeYourCrown Survey, which captures a snapshot of this cultural evolution. Specifically, the data shows:

• 60.9% of Black women wear their natural hair all the time
• 79.5% feel very confident wearing it in public
• 83.2% rock it proudly on first dates
• 75.5% showcase their hair regularly on social media

Even so, nearly 40% still report experiencing judgment for wearing natural hair. Nevertheless, the overwhelming majority reflect a generation unafraid to lead with authenticity.

View the entire survey.

Campaign pillars center identity and empowerment

The #FreeYourCrown campaign is multifaceted, with initiatives designed to inform, inspire, and ignite pride. Together, these pillars create a cohesive push toward visibility and empowerment.

Community-Led Insights

The #FreeYourCrown Survey anchors the campaign, providing a data-driven look at how Black women are navigating beauty, visibility, and identity on their own terms. Furthermore, the results underscore the role that cultural pride and legislative protections play in driving progress.

Influencer Storytelling

BLK has tapped a dynamic group of creators—each representing a unique stage in their natural hair journey—to share stories, routines, and perspectives on confidence and self-love. In addition, these voices help personalize the movement. Featured influencers include:

• Ariana Lynee (@itslyneebtw)
• Naomi Nae (@naomii.nae)
• Janiel Audrea (@goldeyloc_)
• Adeline Din (@luxadi_)
• Dani Eliane (@thedanielaine)

Their stories will roll out across social media and within the BLK app.

Summer Haircare Giveaway

Five women who post their natural hair photos in the BLK Beauty Community will be selected to receive $500 salon credits for a hairstyle of their choice with a Black stylist—a move that further demonstrates BLK’s commitment to investing in beauty on Black women’s terms.

Natural Hair Profile Challenge

As a symbol of cultural pride and digital self-expression, BLK is encouraging users to update their dating profiles and social media avatars to showcase their natural hair—an act that not only celebrates identity but also reinforces collective visibility.

Launch of the BLK Beauty Group Chat

Inside the BLK app, a new community space called the BLK Beauty Group Chat invites Black women to connect around product recommendations, haircare tips, and shared experiences. Ultimately, the initiative reflects BLK’s evolution into a broader cultural hub, creating safe spaces for connection beyond dating.

“Natural hair has always been a symbol of confidence, individuality, and culture,” said Amber Cooper, Brand Manager at BLK.

“With #FreeYourCrown, we’re not just celebrating natural hair—we’re creating space for Black women to be seen, uplifted, and supported at every stage of their journey.”

To learn more, download the BLK app, follow @meet_blk on Instagram, and join the conversation on TikTok at @meetblk.