‘Mamma Mia Hair’: The Co-Opting of the Twist Out Method

The twist-out method has long been a cherished tradition among Black women of all ages. As children, many remember sitting between their mother’s legs, getting their hair twisted for school the next day. As adults, this routine continues, twisting hair in front of the bathroom mirror, preparing for an outing the next day. However, a new trend called “Mamma Mia Hair” is sending waves through the Black hair community. White women are rebranding the method and style, commonly worn by Black women, as their own.

Mamma Mia Hair?

On platforms like TikTok and Twitter, Black users have been expressing their frustrations over this cultural appropriation. The twist-out method involves twisting sections of damp hair and allowing it to set, creating defined curls once untwisted. This technique, deeply rooted in Black hair care traditions, is now being marketed by white influencers as a new, chic style dubbed “Mamma Mia Hair.”

A TikTok tutorial by Morgan Maynor popularized this trend. She showcased her overnight styling hack for achieving beachy waves without heat. With over 4.6 million views, her method mirrors the twist-out technique, but she failed to acknowledge its origins. Instead, she credited the style to the carefree aesthetic of the movie, “Mamma Mia!.”

The erasure of Black culture is a possible outcome of this trend and many like it. The twist-out is a cultural practice passed down through generations, not just a hairstyle. By renaming it and removing its cultural context, white influencers are diminishing its significance.

The Continuation of Cultural Appropriation

This is not an isolated incident. The Black community has repeatedly seen elements of its culture appropriated and repackaged. For instance, Emma Hallberg , a white influencer, faced backlash in 2019 for “blackfishing.” She presented herself with darker skin and traditionally Black hairstyles, leading followers to believe she was Black. Similarly, people misattributed Sasha Obama’s braided hairstyle at a White House event to UFC fighters, naming it “boxer braids.” The hairstyle, in actuality, was just simply cornrows.

The Kardashian-Jenner clan has faced scrutiny for cultural appropriation as well. They have frequently sported hairstyles like cornrows and box braids, which are integral to Black culture. This appropriation not only disrespects the cultural significance but also allows white women to profit from Black culture while Black women often face discrimination for the same styles.

The backlash against “Mama Mia Hair” is clear proof that Black women are fed up. They are urging those adopting the twist-out method to recognize its origins and give credit where it’s due and not erase the culture by renaming it something it is not.

Although hairstyling techniques may be universal, respect for cultural origins is essential. Acknowledging the roots of the twist-out method honors its significance and the Black women who have kept this tradition alive.

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