In the ever-evolving world of beauty and wellness, HUE Affair has never been just another event, it’s a cultural statement. A vibrant, intentional experience that uplifts Black-owned brands, celebrates community, and centers innovation in ways that feel personal and powerful. And this year, HUE raised the bar again.
Returning to New York City during Black Business Month, the event’s latest edition marked a bold new chapter with CVS Pharmacy stepping in as a key partner. The result? A curated, immersive experience that felt less like a pop-up and more like a cultural reset. From legacy names like CANTU to fresh indie favorites like Pardon My Fro, over 50 brands were positioned not just to be seen—but to be embraced.
“HUE Affair has always stood at the intersection of culture and commerce, and this year’s partnership with CVS Pharmacy amplifies that in a major way,” says the HUE team. “Together, we’re creating touchpoints that feel authentic to our audience, while opening up real pathways for discovery, connection, and conversion.”
But visibility is only one part of the equation. This year, innovation took center stage thanks to MYAVANA’s personalized hair analysis technology. Attendees experienced data-backed recommendations tailored to their unique hair textures—a shift that speaks to the future of beauty itself.
“With MYAVANA’s tech-driven hair analysis and personalized product recommendations, the textured hair consumer is finally being seen at an individual level, not as a category,” they explain. “This level of precision is shifting the dynamic between brands and buyers by putting science and personalization at the center of the experience.”
Still, what makes HUE special isn’t just the partnerships or the products—it’s the purpose behind every decision. This event was built to reflect, uplift, and center the needs of Black women who continue to be the backbone of the beauty industry, yet are often underrepresented in it.
“Our mission shows up in every detail we curate,” they share. “This isn’t just an event—it’s a platform where beauty is both celebrated and redefined through the lens of inclusion and intention. Black women overindex in beauty spending, but we’re often left out of the conversation. At HUE, we flip that narrative.”
That narrative also plays out in the mix of brands featured. From trusted household staples to emerging disruptors, the event delivered a lineup that sparked excitement and engagement at every turn.
“Pairing legacy brands with rising stars creates a dynamic that fuels both fandom and curiosity,” the HUE team notes. “It opens the door for real-time discovery, product trial, and authentic consumer feedback.”
And for the indie brands in the room, HUE offered more than exposure—it offered affirmation. Proof that they belong in major retail spaces, that their community is rallying behind them, and that their vision matters.
“HUE is more than a visibility play—it’s an affirmation for small businesses,” they affirm. “For brands eyeing shelves at retailers like CVS, HUE offers a platform where they can show up with cultural relevance and consumer loyalty, proving they’re not just ready for retail… they can thrive there.”
As the crowd buzzed with conversations, selfies, sampling, and celebration, the spirit of Black entrepreneurship, innovation, and sisterhood was impossible to ignore. This wasn’t just a moment—it was a movement.
“So much of our culture is rooted in Blackness—music, food, art—and beauty is no exception,” the HUE team reflects. “When beauty is created with the full spectrum of melanin and diverse textures in mind, it broadens the range of offerings for everyone.”
And that’s what HUE is really about: expanding the table, making room for everyone, and ensuring that those who’ve historically been overlooked now take center stage.
In a room pulsing with intention, representation, and next-level innovation, one truth rang louder than the rest: the future of beauty is Black, bold, and brilliantly personal. Whether through tech-powered hair care, culturally-rooted branding, or unapologetic inclusion, HUE Affair continues to be the bridge between creativity and commerce. For every indie founder, textured-hair consumer, and beauty enthusiast who showed up, the message was clear: you belong here, and the industry is better because of you.
Images Courtesy of HUE Affair
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