Using Afrocentric theory and standpoint theory, this article examines the effect of the White standard of beauty upon African American women. By shedding light on the salience of the effects of beauty, body image, and hair, this article questions societal definitions of beauty. Adherence to the Euro American beauty standard has had, and continues to have, devastating effects upon African American women. In addition, this standard pits African American women against the dominant cultural standard of beauty. A call to challenge the hegemonic White standard of beauty through Black beauty liberation is offered.