In 1944, eleven percent of Ebony magazine advertisements were hair straightening products. Advertisements rejected naturally curly hair, as straight hair was associated with romance and beauty. In June of 1966, Ebony magazine released their cover of a model with an afro with the title reading, “The Natural Look: New Mode for the Negro Woman”. This was a direct result of the “Black is Beautiful” movement, marking a shift in the general acceptance of natural Black hair. The acceptance of natural Black hair during the 1960s and 70s Black Power and “Black is Beautiful” movements was a steppingstone towards the late 2000s “Natural Hair Movement”.