BROOKLYN - More women of color are choosing to let their natural hair shine instead of chemically processing it to make it straight.

Deitra Whyche, owner of Bohemian Soul salon in Crown Heights, says relaxers and heat will temporarily straighten hair.

Whyche says women of several ethnicities are tired of the chemical process and taking pride in their curly locks.

"Now, people are embracing their curl pattern and their texture so they are going with the curl instead of against the curl," she says. Women are also braiding their natural hair or adding weaves to it.

Whyche says social media is one major reason why women are embracing their natural hair. She says it is also inspiring hair salons to care for the beauty of natural hair.