The countdown to ESSENCE Festival of Culture 2024 is here, and it’s a thrill to be back. NaturallyCurly is bringing a wave of excitement with its unique and thrilling hair activities! Curlies, Coilies, and protective styles wearers prepare for an unforgettable booth experience at the convention center for the 4th of July weekend.
We’re prepping for hair essentials like our exclusive swag bags, edge touch-ups to enhance your protective styles, a thrilling new collaboration with SOTRO, and much more! Just like the NOLA weather, this event will be sizzling!
Join us and the other Essence community members as we proudly and passionately celebrate the richness of Black beauty, culture, hit-making headliners, and trends within the vibrant streets of New Orleans.
What In Store for Our Booth Experience
Image Source: @sotroinnovations
NaturallyCurly is partnering with SOTRO, a revolutionary curl-friendly company whose philosophy is making natural hair care accessible and innovative despite hair texture or type. Founders Stephanie Louis and Alicia Davis created a 2-in-1 mist steamer and hooded dryer with cutting-edge technology to treat and hydrate textured hair.
Image Source: SOTRO
The dryer is travel-friendly and collapsible for healthy, at-home hair care. She and her team of stylists will demonstrate the hair tool while treating those with protective styles. They will handle edge touch-ups while rejuvenating your protective styles. These powerhouses will nourish your strands in humid weather, offering you the best of both worlds.
To supplement your hair experience, go to the main booth, grab some hair essentials for your stay at ESSENCEFest 2024, and travel back home. We’ve concocted “swag bags”— a tote bag with our NaturallyCurly imprint filled with curly hair goodies from brands like Mixed Chicks, DevaCurl, Innersense, ORS, The Doux, and more.
Check out our booth for an immersive experience with the NaturallyCurly team and the opportunity to support Black women’s businesses and leaders in natural hair care.
Powerful Panels
Our editor, Desiree Johnson, will lead two unique panels dedicated to our curly community. Johnson’s will commentate on Passion to Profit: Leaders in Curls and Hair Tok: Ask a Curl Expert x Social Arthouse Panel. These panels will feature lead stylists and hair mavens Michelle O’Connor and Tippi Shorter. Johnson will dive into the latest hair trends, summer hair care, product essentials, and more! Join us on July 5th at noon to educate yourself on a better hair regimen.
Hit The Catwalk With Textured On The Runway
It’s time to hit the Naomi Campbell walk with fresh tresses during ESSENCEFest 2024. Our annual Texture On The Runway programming is back and bigger than ever. Our collaboration with BeautyCon made this phenomenal event a reflection of Black editorial beauty while paying homage to our textured hair and the stylists who’ve paved the way for cultural change within the beauty industry.
Texture On the Runway debuted in New York City in 2012 during Fashion Week as a rebellious, theatric high-fashion concept that tackles beauty standards while uplifting Black creators and their artistry. Now, NaturallyCurly brings Texture On The Runway as an opportunity for Black and underrepresented creators to be seen by the audience.
Natural hair is the central concept for this event, making coils, curls, protective styles, and locs a safe space under the Superdome. The event will premiere on July 6th—so grab your tickets because you don’t want to sleep on this avant-garde, intergalactic, and energetic activation.
ESSENCE Festival of Culture 2024 will celebrate its 30th year. This moment impacts culture’s biggest night, our sponsors, and the attendees who’ve supported the ESSENCE Venture community for decades. NaturallyCurly will have more in store for culture’s biggest night. Stop by our booth to indulge in summer vibes while receiving cool gifts. You don’t want to miss it!
