By Laura Onyeneho
A controversial TikTok boycott targeting African-owned businesses exposes yet again deepening tensions between Black Americans and African immigrants.
A TikTok post by a user named Shea Shelf urged Black Americans to reevaluate how and where they circulate their economic power. The post garnered tens of thousands of views on August 1 and called for a boycott of African braiding salons, restaurants and retail shops. Some suggested the boycott extend through the end of 2025.
@shea_thecreator BOYCOTT AFRICAN BUSINESSES #blackamerican #blackdollar #diaspora #culturevulture #boycott ♬ original sound – Shea's Shelf
“Since we as Black Americans are really sick and tired of being sick and tired…of being beat, battered, bullied and abused, by every ethnicity that is not a Black American, I have picked the date, and I say starting August the 1st, for the entire month of August, we boycott African owned businesses,” she said. “That includes restaurants, hair salons, braids shops, etc. It’s time to show that our Black American dollars run this damn country.”
Many who support the campaign cite years of frustration with perceived poor customer service, price gouging and a lack of mutual cultural respect in some African immigrant-owned businesses. Black hair salons have long been seen as safe havens and cultural institutions for Black women, but have become ground zero for these grievances.
However, not everyone agrees with the boycott’s approach. Critics warn that the movement, while rooted in valid concerns, risks furthering intra-community division at a time when Black unity is critical. They argue that African culture contributes to the diversity of Black fashion, food and entertainment in the U.S.
@itsnessadolly What are your thoughts on African Salon Boycotting? @swt.bby.ray #fyp #boycott #viralvideo #blowthisup #african ♬ original sound – Vanessa Mojo-Eyes
“If you’re going to start boycotting African salons, listen up. No more henna…no more Fulani or Senegalese braids, prom dresses ?…no more African (designed) dresses, said TikToker Vanessa Mojo-Eyes. “No African sponge, no Black soap, no Shea butter. No more waist beads. Don’t listen to Sadé, Don’t listen to no Afrobeats or Amapiano, Don’t claim Obama…Obama is Kenyan.”
@molashaye August 1st boycott African businesses? Chileeeeee anyways NO. 🤣🤣 #africanbraidingshop #africanbusiness #africantiktok #sheasshelf @Shea's Shelf ♬ original sound – Mo La’Shaye
Another critic, Mo La’Shaye, tells her online viewers that, as someone who is Black American, she is not in support of a boycott when African salons provide the convenience and stress-free appointment process.
“If you had a bad experience, you take that out on whoever you had the experience with. You are just [going to get mad] at an entire continent…,” she said. “Who are we? Don’t speak for me. I was with y’all when you said boycott Target…African never [did anything] to me.”
In a report from the Defender, Black women discussed the current state of Black hair salons and the challenges that keep customers away. These challenges include professionalism, communication and pricing, and a lack of understanding and respect for their hair texture and preferences. This can lead to negative experiences, hair trauma and a reluctance to seek salon services. Ethnicity wasn’t the foundational problem of the report.
Shared Struggles in the Diaspora
The Black diaspora shares a common thread of struggles stemming largely from the legacy of slavery, colonialism and ongoing racism. These shared experiences have fostered a sense of collective identity and a tradition of activism and resistance across diverse communities.
1. Systemic racism and anti-blackness
- This is a pervasive issue across the globe, with historical roots in the transatlantic slave trade and colonialism, according to Number Analytics.
- Black communities disproportionately experience police violence and state-sanctioned violence.
- Black immigrants often face additional challenges and discrimination in social interactions, at work and when seeking housing.
2. Cultural erasure and identity fragmentation
- Colonialism imposed European cultural norms, languages and values, suppressing African identities and practices.
- The legacy of historical trauma and ongoing racialization can lead to internalized racism, a devaluation of Black culture and a sense of disconnection from their African heritage.
- Pressure to “assimilate” to European norms
3. Healthcare and economic issues
- Racism is a significant public health threat and can cause avoidable disease and premature death, says the World Economic Forum.
- Black communities may also face barriers to accessing adequate and culturally competent healthcare, leading to poorer physical health outcomes.
4. Challenges in Public and Social Interactions
- Black individuals may experience unfair treatment in public spaces, including stores or restaurants and interactions with the police, potentially experiencing racially motivated criticisms and harassment.
Kate Endeley N’Kerboo, founder and host of Black and Borderless podcast, believes the boycott is a missed opportunity for dialogue.
“I think it’s really sad and unfortunate,” said N’Kerboo, whose heritage is both Cameroonian and African American. “As someone who straddles both identities, I believe this boycott skips a crucial step: Conversation. If there are real issues, they need to be addressed, but not at the cost of Black economic power.”
N’Kerboo pointed to broader systemic threats that continue to affect all Black entrepreneurs.
“Now is the worst time for us to turn on each other,” she said. “African businesses are also losing DEI funding and institutional support. We’re missing the bigger picture.”