Fleur East, the renowned host of Strictly Come Dancing: It Takes Two, had been on a fascinating journey even before she clinched the fame following her second-place victory in the 2014 series of The X Factor. Her extraordinary journey was not just toward her flourishing singing and presenting career but in her personal life as well, specifically regarding her unique curly hairstyle.
Years ago, even before she took the first step on her path towards fame, East was advised to modify her looks, specifically her distinctive curly hair. Reflecting on her experiences as a woman of color looking for her break in the entertainment industry, she said, “When I entered The X Factor, one thing I was adamant about was retaining my hair.” This belief held firm even during her appearance on I’m A Celebrity four years later. While several people suggested she braid her hair and avoid letting her afro down while in the jungle, East chose to stick to her original look.
Over time, her decision has positively affected many people. She reported that grateful parents appreciated her embracing her natural hairstyle. Their gratitude stemmed from the fact that their children now had a role model to look up to who proudly wore her culture and represented her roots. “It matters immensely to me when parents of black and mixed-race children say, ‘Thank you, Fleur, for embracing your hair, for amplifying your culture and roots. Now our child has someone to admire.’ That is indeed valuable,” she added.
However, earlier on in her career, the journey wasn’t always rosy. Before her stint on The X Factor, she was part of a band where she was told to straighten her hair. East shared that she was even told having her natural hair wouldn’t garner enough success. Despite the pressures, East chose to remain firm on retaining her natural look.
Furthering her commitment to celebrating natural beauty, East and her sister Keisha launched a revolutionary haircare brand named Kurl Kitchen earlier this year. The brand offers products that the sisters longed for during their younger days in East London. Aimed at redefining beauty standards for those with curly hair, they sourced the range’s ingredients ethically from the heart of African kitchens, specifically from Ghana.
“We’re eagerly looking forward to introducing Kurl Kitchen to the UK. Here, we will revolutionize beauty standards with a selective range derived directly from African households’ kitchens,” the excited pair announced during the launch. The duo emphasized that the range is specially designed for coily, curly, and wavy hair types. “We’re bringing African beauty to the pinnacle of hair care, from our roots to yours,” they added.
East, who married Marcel Badiane-Robin in 2019, also wore her curls proudly on her wedding day. She voiced her hopes that she and Keisha can serve as strong role models for her daughter, Nova. Reflecting on her wedding day, she stated, “I wore my curls that day, and now I’m delighted that Nova can look back at our wedding pictures and see that. I have faith that Keshia and I can set a powerful example for her.” With her journey and commitment, East continues to inspire many and disrupt conventional beauty norms.
