Nitya Madabhushi and the Curly Hair Confidence Movement: Behind the Niche

Hair is more than just strands—it’s memory, identity, and often, the first mirror we hold up to ourselves. It carries the scent of childhood rituals, the touch of culture, and the unspoken stories of growth. Hair can shape how we see ourselves, how we show up in the world, and how confidently we carry our roots.

For Nitya Madabhushi, hair is where her story begins.

In the ever-growing world of beauty influencers, 18-year-old Nitya Madabhushi is carving out a space of authenticity, self-love, and cultural pride—one curl at a time. Based in Florida and currently finishing up her senior year of high school, Nitya didn’t set out to be an influencer. In fact, her rise to online fame started almost by accident.

“The videos I originally blew up for were Desi jokes,” she says with a laugh. “But around that time, I was starting my self-care and haircare journey. When I started sharing that online, the response was incredible. That’s when I knew I wanted my page to be about that.”

And just like that, a new niche was born.

A Love Letter to Curls—and Culture

What makes Nitya stand out in the beauty space is not just her dedication to haircare, but how deeply she ties her content to her South Asian identity. From hair oiling techniques passed down from her mother to turmeric face masks that echo childhood rituals, her page is a celebration of both modern beauty and timeless tradition.

“Being South Asian really helped me connect with the brown girl audience,” she explains. “They want to see people who look like them, with the same skin and hair textures. I love sharing beauty secrets that aren’t so secret anymore.”

Her signature wavy-curly hair has become a symbol of self-acceptance. For Nitya, growing out her hair after the “short hair phase” was more than just a beauty decision—it was about rediscovering her roots (literally and figuratively) and creating a community of girls doing the same.

Helping Others Grow—Inside and Out

Nitya’s DMs are full of messages from followers who have seen real results thanks to her tips—and for her, that’s the biggest win.

“It makes me so happy when someone tells me I helped them love their natural hair,” she says. “That’s the best part of this journey.”

And her advice for those just getting started in the beauty or haircare space?

Know yourself.

“Learn your skin type, undertone, hair type, and porosity,” she emphasizes.

“That knowledge is everything—it’ll guide you toward products that bring out your best features and help you care for yourself properly.”

Lessons Learned and Curls Trained

One of the most surprising things Nitya has learned in her journey? That curls have memory.

“You can train your curls to look better over time,” she shares. “And things like regular trims or the right curly haircut? Game-changers.”

Another game-changer? Discovering the power of double cleansing and deep conditioning.

“Double cleansing with shampoo and letting conditioner sit for 5–10 minutes completely changed my hair health. It keeps my scalp clean and my ends moisturized—less breakage, less dryness.”

Beyond the Ring Light

Behind the scenes, Nitya is just like any other teen—joking around with friends, laughing when family members ask her for hair advice, and occasionally doing full glam just for the fun of it.

“Getting ready for no reason is my guilty pleasure,” she admits. “It keeps me feeling good and productive.”

And while she dreams of swapping hair with Jennifer Aniston circa Friends for a day, she’s more focused on helping her followers embrace their own iconic hair moments.

“There are 8 billion people in the world—no one is exactly like you,” she says. “Beauty standards are irrelevant when everyone is different. Just do what makes you feel good.”

The Road Ahead Is Wavy

The future of curly hair care? Nitya is hopeful.

“I think it’s headed in the right direction. More and more people are embracing their natural curls and waves, and influencers are playing a huge role in that.”

As for her own future, she dreams of creating a product that hydrates the scalp between wash days—without the greasy feel. And knowing Nitya, that dream is well within reach.

But beyond products and routines, Nitya’s story reminds us that hair can be a form of creativity—a canvas for self-expression, rooted in culture, shaped by care, and styled with intention. Whether it’s through a twist, a trim, or a tradition passed down, there's artistry in how we care for our hair.

So maybe the question isn’t just where curly hair care is going—but how you can create within it. What will your routine say about you? What stories will your strands carry?

xoxo, Anisha Dwarka, Social Media Manager