CLEVELAND -- Actress Viola Davis rocked her natural hair at the Oscars and created a national buzz.

Locally, a growing number of women are finding a new sense of confidence and power -- ditching toxic products and a look they've been told their whole lives that they had to embrace.

They are getting rid of relaxers.

Courtney Cave is cutting off her chemically treated, straightened hair, leaving only natural curl.

"I had relaxed my hair and colored my hair. Some of it started falling out. I have so many women saying they wish their mother did not give them a relaxer at age 3 or 4," she said.

Marla-Lynn Green specializes in helping African American women find styles that embrace their hair's natural texture.

They never knew how beautiful their own hair was because they were taught to have it straightened out.

"I think you do feel pressure by society to wear your hair straight, especially in professional environment to where you want to fit in," she said.

Many African American women haven't seen their natural hair since they were children. For some, this is a decision that society will no longer dictate what they look like.

Those harsh chemicals used for straightening can cause their own set of problems.

Going natural can be such a life change. There are even support groups for women who say "no" to straighteners.

It's called WINKK -- Women In Natural Kinks and Kurls.

Two of WINKK's founders have seen their group grow from 20 to 120 in just 2 years and they meet bi-monthly.

The point of the group is to empower women and show them their natural hair is beautiful and accept the natural gift from God.

They say it's like an inner glow, the confidence that comes with it.

Groups share information on products and styling options, that black hair is beautiful and versatile, from classy to creative.

It's a growing trend, cutting away from stereotypes and revealing natural beauty.