New York, NY — On Saturday, August 2, 2025, New York City will host a vibrant celebration of Black-owned beauty, lifestyle, and culture as HUE Affair takes over the Metropolitan Pavilion for a day of community, commerce, and connection. Presented by CVS Pharmacy and powered by beauty tech leader MYAVANA, the one-day marketplace promises an immersive experience that shines a national spotlight on Black-owned brands.

“HUE Affair is where culture, community, and commerce converge,” said Ylorie Taylor, veteran beauty executive and curator of this year’s event. “People come for the brands, but they leave with inspiration, real connections, and the joy of being in a space that celebrates beauty on their terms.”

Running from 1 PM to 6 PM, the event will showcase over 50 Black-owned brands across beauty, hair, wellness, and lifestyle. Nearly 1,000 guests are expected to explore the marketplace, celebrating textured hair, melanated skin, and the innovation reshaping the beauty industry.

This year’s partnership with CVS Pharmacy brings an elevated shopping experience, giving consumers direct access to beloved and emerging brands, driving both trial and real-time sales. MYAVANA’s advanced hair analysis technology will also be featured, offering on-site, personalized hair care insights to attendees.

HUE, which stands for Hair Unites Everyone, was founded to amplify Black entrepreneurial voices and connect brands directly with the communities that support them. The event has previously activated in Austin, Chicago, and Philadelphia and now returns to New York during Black Business Month for what organizers describe as its most impactful edition yet.

“Tech-driven innovation is redefining beauty for textured hair consumers,” said Candace V. Mitchell, Founder and CEO of MYAVANA. “At MYAVANA, we’re proud to power this movement where Black-owned brands aren’t just participating in the beauty industry—we’re leading it, shaping it, and setting the standard for the future.”

The 2025 lineup includes major names like Camille Rose and CANTU, emerging favorites such as Kativa Curly Plex and Pardon My Fro, and cult-loved brands like Bask & Lather Co. Guests will enjoy curated swag bags, a live DJ experience, and a new food alley featuring small bites and bold, flavorful cuisine.

HUE Affair invites beauty lovers, brand supporters, and curious consumers alike to be part of a community-driven event that reimagines the future of beauty—one that is inclusive, innovative, and unapologetically Black.

Event Details:

HUE Affair NYC

📅 Saturday, August 2, 2025 | 🕐 1 PM – 6 PM

📍 Metropolitan Pavilion, 110 West 19th Street, New York, NY 10011

🎟️ Tickets start at $25 and are available at: hueaffair.com

📲 Follow @hueaffair for updates and exclusives.