In an effort to shape how the next generation of black women feel about their hair, digital beauty platform Un-ruly.com has partnered with hair care company Smooth ‘N Shine to release #Hairties, a series of seven videos featuring the hair stories of six women across three generations. The two brands share a mutual mission of helping women of all hair types define their own beauty standard through product offerings and hair education.

Each video charts the journey of women who have struggled with their hair over the years, and the individuals who influenced their hairstyles, known as “hairties.” In this context, a hairtie is anyone ranging from a friend to a blogger, who has played a role in the way an individual does or views her hair.

“We’re creating this message because this generation of black women–as a result of changes in technology and mass communication–plays a bigger role in creating beauty standards, so we’re in position to shape how the next generation views their hair,” said Antonia Opiah, Founder, Un-ruly.

During the videos, which range from two to five minutes, the women share insights on how mainstream beauty standards impacted their ability to appreciate their natural locks, and provide thoughtful messages they wish to pass down to the next generation.

“The goal of the project isn’t to encourage black women to be natural or to wear their hair in any one particular way, but rather to help eliminate the ‘wrong’ that might still exist when it comes to black hair and how we view it, and in doing so open up the possibilities of black hair,” said Antonia.

From June 24 to June 25, the video series was extended offline with a pop-up exhibit on the Lower East Side of Manhattan, which featured a curated selection of photos collected throughout the project and vintage photos of black hairstyles. As part of the ongoing multimedia campaign, women are invited to submit their own stories and photos for a chance to be featured in a #hairties digital gallery on un-ruly.com.