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There is unquestionably a buzz in US Black women’s communities about a trending “natural” phenomenon. Sales of chemical relaxers (sometimes dubbed “creamy crack” among the US Black community) have dropped 34 percent since 2009, while sales of “natural” hair care products that promise to non-chemically enhance or beautify “natural” curls are up exponentially. Corresponding to the rise in sales of “natural” hair care products are beauty blogs, YouTube instructional videos and supportive social groups—such as “natural hair” meet-ups, which have organically emerged for, and been mostly created by, Black women as a tool to support and nurture women as they take this journey. In this article, I use Black feminist P.H. Collins’s work because her understanding of the relationship between knowledge, consciousness and empowerment provides a framework or point of departure for grasping my own lived experience of going “natural” with regards to modes of oppression and methods of resistance. [ABSTRACT FROM AUTHOR]