Valuing and strengthening the identity of black women through Afro-entrepreneurship in the beauty sector

Abstract

Entrepreneurship has gained increasing recognition in Brazil due to its positive impact on the economy and society. Within this context, afro-entrepreneurship stands out, emphasizing an ethnic-racial perspective. With a significant representation—50% of Brazilian entrepreneurs are Black—afro-entrepreneurship warrants special attention, particularly concerning Black women. This study analyzes how afro-entrepreneurship contributes to strengthening and valuing the identity of Black women. To achieve this objective, a descriptive and exploratory approach was adopted, combining qualitative and quantitative methods. Data were collected through interviews and questionnaires, and analyzed using content analysis and basic statistical techniques. In the beauty sector, which is the focus of this research, afro-entrepreneurship stands out by providing representation for Black women, fostering their social and economic advancement, facilitating their entry into spaces historically dominated by the white population, and boosting their self-esteem. These contributions have a positive effect on the process of reconstructing Black identity, offering a more optimistic view of self-image and racial identity.