Why were people so anti-curly hair in the late 1990s-2019?

I mean it was a good 25-30 years of this, where people with curly hair were being made fun of and people were flattening their hair and weighing it down (literally causing permanent damage) and thinning.

Guys with curly hair would cut it very short like a crew cut, so it hid their curls as they would be shamed if they were exposed.

Now I look at footage from past decades and I did not see this as much (maybe in 1968-1975 footage with white people they did this as well) but from the late 1990s-2019 it seems like most of the footage was people hiding their curls, and shaming others that had wavy or curly hair. I even remembered that in grade school as well back in the 2000s, everyone in my yearbook photos had weighed down greasy look flat hair.

Someone else brough this up and it was something I noticed but never thought of asking on here until someone else mentioned it...so I am asking it now.

Aside from damage it caused women's hair by flattening and straightening it...Some people actually look better with wavy and curly hair and if they straighten it it throws off their face and nose, chin or neck many times.

Why was that kind of discrimination accepted back then? Why did we let it happen? Why was there no outrage among women against this like there would be today?