Braids of Pride

Pantene celebrates the Indigenous Muxes who have challenged gender binarism for centuries.

THE PAST

In the indigenous Zapotec community, there are men, women, and Muxes. Over the past 500 years, they have faced rejection due to their gender identity and sexual orientation. Muxes are intertwined with the roots of Mexican culture, and their hair represents this ancestral story.

THE PRESENT

Pantene has created a program for financial education and job creation for muxes. The idea was to help muxes become educators themselves, enabling them to continue teaching their community across 47 regions, making this a sustainable and circular initiative.

THE FUTURE

Now, with more job opportunities and entrepreneurial skills, their future is set to sparkle brighter than ever.

+ 100 Muxes enrolled in the program

+ 22 opened a bank account for the first time

+ 46 have found a job

+ 17 small businesses were launched (and counting!)

+ Film "Braids of Pride":  + 5MM views + 100% positive response across all social media platforms