Organizações & Sociedade, v. 25, n. 87, pp. 610-631. Abstract: This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.