Social distancing has led to the closing of hair salons and many Black women have had to change their hair routines or unexpectedly go natural. For some, this is a simple task, but for a new naturalista this may be uncharted territory.

Although we know there is no one way to go natural, women often have many questions along the way, Therefore, sisters brands, Dove, SheaMoisture, and Suave, are introducing #WashDayLive, a virtual support system for women on their natural hair journey that offers expert advice about caring for textured and curly hair. 

#WashDayLive brings together master stylists, influential experts, and other inspiring Black women to share their natural hair stories, offer hair care tips, demonstrate styles, and engage in entertaining and informational conversation through virtual programming. For women, who want a more personalized experience, the brands have partnered with the SWIVEL Beauty App for on-demand 1:1 stylist access.


This is how it will come to life from May 18 to June 15:

  • #WashDayLive Instagram Live Series: Follow #WashDayLive to receive updates on this twice-weekly, series of 30-minute LIVE chats with natural hair influencers and stylists sharing tips and tricks for caring for natural hair.
  • Week 1:  With the introduction of the new Amplified Textures product range, Dove is kicking off the first week with a focus on the new naturalistas – supporting women on their natural hair journey whether they’ve just begun or are well on their way. Join celebrity stylist Ursula Stephen and The Notorious Kia on May 20 at 7 p.m. ET, and Ursula Stephen and Naturally Nella on May 24 at 6 p.m. ET. 
  • Weeks 2, 3, and 4: SheaMoisture will lead Week Two with a focus on styling, followed by Suave in Week Three with a focus on refreshing and maintaining natural hair at home. Beyond, you can catch Dove and SheaMoisture in Week Four on continuing the natural hair journey. 
  • Free #WashDayLive Virtual Appointments on the SWIVEL Beauty App: Check out the SWIVEL Beauty App or to book a free #WashDayLive virtual appointment with a textured hair expert. Limited availability, while appointments last.