This year, organisers are taking a bold step in reshaping beauty standards in the pageant world. In Ivory Coast, it’s common for contestants to invest heavily in their appearance, particularly on elaborate hairstyles, while natural looks often take a backseat.

The ban on artificial hair applies from the very start of the competition, including the preliminary rounds, which take place in 13 cities across the country, as well as two international locations for Ivorians living abroad.

Victor Yapobi, president of the Miss Ivory Coast organising committee, explained the reasoning behind the change in an interview with the BBC:

“We want the contestants to appear as their true selves—whether they choose braids or straightened hair, it must be their own. Real beauty should be unfiltered.”

Ivory Coast is currently the only African nation enforcing such a rule in a national pageant. “This year, we truly wanted to highlight the authentic beauty of our young women,” Yapobi added.

Other updates to the competition rules have also been introduced. The minimum height requirement has been lowered to 1.67m (5ft 4in),and the age limit has been increased from 25 to 28. In an effort to make the pageant more accessible, the entrance fee has also been reduced by over $30 (£25), now costing $50 (£39).

“This shift is in response to the financial strain many young women were experiencing just to take part,” Yapobi noted.

The decision has sparked widespread conversation in a country where wigs and extensions are not only common, but deeply rooted in fashion and cultural identity. For many women, these styles offer a form of self-expression and practicality, providing versatility and serving as protective styles that help prevent hair damage caused by daily styling.

In recent years, however, natural hair care has seen a surge in popularity. Products catering to natural textures are now more accessible, and social media has given rise to a wave of influencers offering tips and tutorials on how to care for and style natural hair.

Not too long ago, natural hairstyles were often viewed as "unprofessional" in formal or corporate settings. Seeing Black women on television or in executive roles wearing their natural hair would have been a rarity.

According to Yapobi, the response to the new rules has been overwhelmingly positive.

“The feedback has been extraordinary,” he said. “We’re receiving messages of support from all over the world, congratulating us for encouraging a return to our roots.”

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