A growing online movement led by TikTok creator Shea Shelf (@shea_thecreator) is calling on Black Americans to boycott African-owned braiding salons starting August 1, 2025.

The campaign stems from longstanding frustrations over service quality and perceived cultural disrespect in some African-owned businesses.

Shea’s viral video urges Black American women to redirect their money to local stylists within their community, citing issues like painful braiding, language barriers, and unprofessional conduct in salons. The message quickly gained traction, sparking debates across platforms like TikTok and Lipstick Alley.

One of the salon owners at the centre of the controversy, Nadine Djuiko of Nadine’s Hair Braiding in Maryland, responded with an emotional apology. Acknowledging customer complaints, she called on fellow African business owners to treat Black American clients with dignity and to improve service standards.

Online reactions have been sharply divided. Supporters of the boycott argue it’s time Black Americans wield their spending power to demand better treatment. Critics, however, say the movement risks fueling division and harming vulnerable immigrant entrepreneurs—many of whom are refugees working under tough conditions.

The controversy has highlighted deeper cultural misunderstandings between Black Americans and African immigrants, prompting calls for unity and collaboration instead of conflict. While the long-term impact of the boycott remains uncertain, it has ignited a wider conversation about respect, accountability, and shared growth within the global Black community.