Nationwide — On Saturday, August 2, 2025, the energy in NYC shifts as HUE Affair takes over the Metropolitan Pavilion (110 W. 19th Street, New York, NY 10011) for an unforgettable day of beauty, culture, and connection. Presented by CVS Pharmacy and powered (tech) by MYAVANA, this curated one-day experience invites attendees to shop, discover, and vibe with the best in Black-owned beauty and lifestyle.
“HUE Affair is where culture, community, and commerce converge,” says Ylorie Taylor, longtime beauty executive and this year’s event curator. “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.”
Spanning hair, body, wellness, and more, HUE Affair is not your average expo—it’s where legacy meets the next wave, and commerce is powered by community. From 1–6 PM, nearly 1,000 guests will immerse themselves in a space designed to spotlight 50+ dynamic brands, celebrate textured hair and melanated skin, and remind the industry where innovation is really happening. HUE Affair’s collaboration with CVS Pharmacy elevates this year’s experience for both brands and attendees, centering the community consumer by offering real-life access to shop their favorite products and discover new ones. It’s a unique opportunity to drive trial, awareness, and sales all in one place.
HUE (short for Hair Unites Everyone) was created to amplify the voices of Black entrepreneurs and build direct bridges between brands and the consumers who love them. After activating in cities across America over the years (previously hosted in Austin, Chicago, and Philadelphia), the event returns to New York during Black Business Month for its most elevated experience yet.
“Tech-driven innovation is redefining what beauty looks like for textured hair consumers—delivering personalization, precision, and empowerment for our personal hair journeys like never before. 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,” says Candace V. Mitchell, Founder & CEO, MYAVANA.
This year’s lineup includes leaders like Camille Rose and CANTU, emerging names like Kativa Curly Plex and Pardon My Fro, and cult favorites like Bask & Lather Co., allowing attendees to shop brands you’ll find on CVS Pharmacy shelves and beyond IRL. Guests will enjoy an enhanced marketplace experience featuring on-site hair analysis powered by MYAVANA, delivering personalized hair care insights, curated swag bags filled with coveted products, a live DJ setting the vibe, and a brand-new food alley offering small bites and bold, flavorful fare.
Whether you’re a beauty lover, a brand loyalist, or just want to see what the future of beauty looks like, you belong at HUE.
Tickets are on sale now:
Visit hueaffair.com for details and tickets. Follow @hueaffair for updates and exclusives.
Event Details:
HUE Affair NYC
Saturday, August 2, 2025, 1-6pm
Metropolitan Pavilion, 110 West 19th Street, New York, NY 10011
Tickets range from $25 and up; tickets on sale now at: https://events.eventnoire.com/e/HUE2025
For media inquiries, please contact:
Jen Holder, PRAssociate@wilsonmarshallpr.com
Kim Marshall, PRDirector@wilsonmarshallpr.com