In a city that hosts countless events every year, longevity means something.
Trends come and go. Businesses open and close. Attention shifts quickly.
Yet for ten years, HUE Affair has continued to create a space where entrepreneurs, creators, beauty brands, wellness companies, and consumers can come together to learn, discover, and support one another.
This year’s HUE Affair NYC 10th Anniversary Celebration, presented by CVS Pharmacy, was a reminder of exactly why the event continues to thrive.
My experience began before I even stepped inside the Metropolitan Pavilion.
The train ride into Manhattan felt like the beginning of a journey. Outside the venue, attendees gathered while Birria-Landia and STUFD Truck welcomed guests with incredible aromas and long lines of people eager to begin the day. Conversations filled the sidewalks. New connections were already being made.
Once the doors opened, the energy inside immediately felt different.
This wasn’t simply a room full of vendors.
It was a room full of vision.
Every table represented an idea that someone believed in enough to build.
Every founder carried a story.
Every product represented years of work, sacrifice, and dedication.
One of my first impressions came from Oseno Jerk.
Before I even reached the booth, the aroma introduced itself first. It was one of those moments where a brand makes an impression before a conversation ever begins. The experience reminded me that some businesses create memories through all of the senses.
Not long after, I met Brittany from The Dappled Wood.
Her warm personality and welcoming spirit immediately stood out. The dappled wood specializes in handcrafted faux stone and floral statement earrings made out of clay. What impressed me most wasn’t only the craftsmanship behind the brand but also Brittany herself. Her energy reflected the same sense of authenticity and connection that could be felt throughout the event.
That feeling followed me from booth to booth.
Beauty, Haircare, and Wellness With Purpose
One thing that became clear throughout the day was that many of these brands were built to solve real problems while helping people feel more confident in themselves.
Butter + Lye represented the entrepreneurial spirit that could be felt throughout HUE Affair.
Founded during the uncertainty of the 2020 pandemic, the brand began with a simple but powerful philosophy: create products the founder genuinely loved first, then share them with family, and eventually, consumers. That foundation of authenticity remains at the heart of the brand today.
During our conversation, founder Monique shared her vision for the future of Butter + Lye. Over the next five years, she hopes to establish the company as a leading skincare and beauty brand while continuing to grow its reach and impact. She also spoke enthusiastically about plans for an official launch celebration, marking another milestone in the brand’s journey.
Listening to Monique speak about her goals made it clear that Butter + Lye is more than a business. It’s a brand being built with intention, purpose, and a long-term vision for growth.
Luxury haircare brand Ambroise brought a unique perspective to self-care and hair wellness.
During our conversation, founder Amanda Ambroise shared that her products were created to help consumers keep their hair nourished while also smelling incredible—without relying on harsh chemicals. The brand’s nourishing hair fragrance mists, infused with ingredients such as Castor Oil and Vitamin E, offer an alternative approach to haircare by combining healthy hair practices with luxury fragrance.
Amanda’s passion for creating products that allow consumers to feel confident while prioritizing the health of their hair was evident throughout our discussion. It was a reminder that beauty doesn’t have to come at the expense of hair wellness.
The brand’s latest fragrance, Divine, featuring notes of Desert Lily, Cashmere Woods, and Eastern Musk, continues that philosophy by blending nourishment, luxury, and self-expression into a single experience.
One of the most memorable experiences of the day came while visiting Ashunta Sheriff Beauty.
Founded by Emmy-nominated celebrity makeup artist Ashunta Sheriff, the brand focuses on inclusive beauty and confidence. During my visit, the team helped me identify a foundation shade that matched my complexion. It wasn’t just a product recommendation—it was a personalized experience that reflected the brand’s commitment to making consumers feel seen and understood.
Eco Style’s presence at HUE Affair felt especially significant.
While the brand remains one of the most recognizable names in haircare, representatives shared that Eco Style is entering a new phase of engagement with consumers. They acknowledged that while many people already know and trust the brand, the company has been relatively quiet in recent years and is now making a more intentional effort to reconnect directly with the communities it serves.
That renewed focus includes participating in more events and activations where consumers can interact with the brand firsthand, ask questions, discover products, and receive personalized recommendations. During my visit, representatives took the time to explain the product line and even helped me identify which products would work best for my own hair needs.
It was a reminder that even established brands understand the importance of showing up, listening, and maintaining genuine connections with the people who have supported them throughout the years.
ORS Hair Care’s booth was represented by Swan, whose enthusiasm for both the brand and the event was infectious.
As we spoke, she explained that ORS continues to serve consumers of all hair textures, backgrounds, and ages. One of the most powerful observations she shared was that many customers who started using ORS products as children are still loyal to the brand decades later. Some are now 45 years old and continue to trust the products as part of their regular haircare routines. In an industry constantly chasing trends, that kind of multigenerational loyalty says a great deal about the impact and consistency of the brand.
KISS Colors & Care highlighted the depth and versatility of its product offerings through a conversation with Alicia, who took the time to walk me through several of the brand’s solutions.
From heat protection products and wrap foams to styling mousses and the popular Edge Fixer line, Alicia explained how the brand continues to create products designed to support a variety of styling needs and hair textures. She also spoke about the Edge Fixer 24-Hour Hold, one of the brand’s standout products known for helping consumers maintain sleek styles throughout the day.
What stood out most was the brand’s commitment to providing practical solutions for everyday haircare while continuing to innovate for textured hair communities. Combined with offerings such as the Healthy Hair Fixation Trio and Multivitamin Oil Collection, KISS Colors & Care continues to demonstrate why it remains a trusted name in beauty and haircare.
Bask & Lather continued its mission of supporting healthy hair journeys through moisture-rich and growth-focused solutions. Their recent XL Cleanse & Growth Bundle reflects the brand’s dedication to helping consumers strengthen and care for their hair over time.
Creme of Nature showcased innovation through products such as the Double Duty Elongate & Define Curl Jelly, designed to help address shrinkage-prone 4C hair while maintaining moisture and definition. One of the brand’s models, Fatim Seck also stood out during the event. Her beauty, confidence, and positive energy perfectly reflected the spirit of the brand.
Kativa USA impressed me not only with its products but also with the representatives behind them.
Trish and Niah were knowledgeable, engaging, and genuinely passionate about helping consumers understand the brand’s offerings. From the Brazilian Straightening Kit for Brunette Hair to the Curlyplex collection designed for curly, wavy, and coily textures, Kativa continues to develop solutions for a diverse range of hair needs.
Pattern Beauty remained a strong advocate for curls, coils, and natural textures, continuing its mission of encouraging consumers to embrace their hair unapologetically.
Haiama Beauty left one of the strongest impressions of the day.
Founder Allison’s dedication to her brand was impossible to ignore. Throughout our conversation, her passion for what she does was evident in every response. Even with a busy schedule ahead, she remained focused on sharing her vision and educating attendees about her products.
One of the most exciting developments she discussed was the return of Leona 2.0, recognized as the first scalp simulator designed specifically for curly hair. The innovation reflects Haiama Beauty’s commitment to addressing the unique needs of textured hair while continuing to push the conversation around hair and scalp health forward.
Learning that Allison was preparing for a Roland Martin interview just days later made her drive and commitment even more inspiring. Her enthusiasm for her brand, combined with her infectious smile and determination, made Haiama Beauty one of the most memorable stops of the day.
Creativity, Fashion, and Entrepreneurship
Creativity was woven throughout the venue just as strongly as beauty and wellness.
Black Girl Vitamins represented another important aspect of self-care: wellness from within. The brand’s recent expansion into liquid wellness products, including D3 + K2 with Omega-3 and Liquid Chlorophyll, reflects a continued commitment to creating health solutions specifically designed with Black women in mind.
The founder and artist behind the brand, Jorja Zee, shared the story behind her artistic journey and spoke about where her passion for creating began. Listening to her discuss her path served as a reminder that many successful businesses begin with a simple love for a craft.
Kicks & Fros immediately caught my attention with Melissa’s signature pink hair and unforgettable smile.
Her vibrant personality reflected the individuality, confidence, and creativity that her brand celebrates.
Shayla Ansah Collection brought fashion and motherhood together in a meaningful way.
When Shayla shared that her children were a major source of inspiration behind her work, it resonated deeply with me as a mother. It was a powerful reminder that some of the most meaningful businesses are built from love, family, and purpose.
The Wicked Scent showcased beautifully crafted candles designed to create comfort, warmth, and atmosphere. The brand served as a reminder that fragrance has the power to transform spaces and create lasting memories.
All Things Kaps stood out because of the founder’s energy, enthusiasm, and willingness to educate attendees about the services she provides.
During our conversation, she shared how the business works with schools, students, families, and individuals looking to create custom graduation caps and personalized designs for some of life’s most important milestones. From graduations to special celebrations and memorable life events, her work helps people express their individuality while commemorating significant achievements.
What made the interaction especially memorable was her passion for helping people bring their visions to life. It was clear that All Things Kaps is about more than customization; it’s about helping people celebrate moments they’ll remember for years to come.
Salt XO’s representatives created one of the most enjoyable experiences of the day.
They embraced the atmosphere completely and created a space where people felt free to be themselves. Their energy reflected the welcoming environment HUE Affair has spent years building.
A Taste of Community
Mama’s One Sauce turned a quick sample into one of the day’s most memorable experiences.
I had the opportunity to speak with Felicia about the brand and learn more about its story. Created by legendary Harlem entrepreneur and cultural icon Vy Higginsen, Mama’s One Sauce is proudly Harlem-made and available in three flavors: Mild, Spicy, and Fire.
As someone who loves salmon, I couldn’t pass up the opportunity to sample the sauce paired with one of my favorite foods. One taste was enough to grab my attention.
The conversation with Felicia made the experience even more enjoyable. Her enthusiasm for the brand and knowledge of the product reflected the pride behind a sauce that has become a favorite for many consumers.
By the end of our conversation, I had purchased a bottle of the Mild flavor for myself.
Since bringing it home, I’ve found myself reaching for it regularly and adding it to far more than just salmon.
That’s often the sign of a great product. It doesn’t stay at the event; it earns a place in your everyday life.
For those looking to try it themselves, Mama’s One Sauce is also available at Whole Foods locations, making a taste of Harlem accessible far beyond the neighborhood where the brand’s story began.
Moments like that are part of what makes events like HUE Affair special.
You arrive expecting to discover brands.
You leave having discovered favorites.
The Legacy Continues
At the center of it all was Ylorie.
During our interview, she spoke openly about the responsibility of carrying the HUE Affair legacy forward after the leadership of the event was passed on to her.
What stood out most wasn’t simply her commitment to the event.
It was her commitment to the people.
She spoke about creating opportunities for entrepreneurs, increasing visibility for businesses, and building spaces where the community can flourish.
That mission could be seen everywhere throughout Metropolitan Pavilion.
Founders encouraged one another.
Consumers intentionally supported small businesses.
Strangers exchanged resources, ideas, and opportunities.
For ten years, HUE Affair has created a place where those interactions can happen.
In a world increasingly driven by digital interactions, that matters.
As the day came to a close, attendees left carrying products, samples, business cards, and tote bags filled with discoveries.
But the true value of HUE Affair couldn’t be measured by what fit inside a bag.
It was measured in conversations.
It was measured in relationships.
It was measured in the opportunities created when people come together with purpose.
Ten years later, HUE Affair continues to prove exactly why it matters.
And after experiencing it firsthand, it’s easy to understand why people continue to show up year after year.
Congratulations to Ylorie, CVS Pharmacy, the HUE Affair team, every participating brand, and every attendee who helped make this milestone celebration possible.
Here’s to the next decade
Photos courtesy of Shatimah Monaé Brathwaite
