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The act of wearing non-natural curls, including wigs, weave, extensions or perms, and pretending the curls are natural. The term was first coined by British hair brand FYC when an advertising post featuring a customer was accused of being fake and deceptive because of the customer’s real curls. The brand called out the accuser, stating that they were not curlfishing and all images featured real users of the products and real curls.
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