How The Founders Of CurlFest Turned Passion Into Profit
You know you are in the presence of Black Girl Magic when every time words are spoken, clusters of gems are dropped and you realize you need a basket to catch them all. That's the experience I had when I interviewed three of the five founders of CurlFest, the world's largest natural beauty festival. Simone Mair, Tracey Coleman, and Melody Henderson can attest to the fact that the one thing that binds us all together as black women, is our hair. Whether it's kinky, curly, or coily, there is an unspoken connection we have with one another when we're in our natural state. We all have dealt with those difficult wash-and-gos, or the twist outs that didn't work out the way it did for that YouTuber.
Most importantly, we also know what it's like to feel the stares, or hear the negative comments in regards to how we choose to wear our crowns. The founders of CurlFest agreed that there was an undeniable need for a brand that empathized with the experiences of women of color. Melody, who acts as the design guru among the tribe, said, "It was really to fill a need, to fill a void. My background (career in marketing), my whole question was always, 'Why aren't we being seen, why aren't we part of the story?' And the five of us wanted to be part of that solution. How can we, as women of color, in our natural state, in any capacity, be a part of the story?"
Thus, the Curly Girl Collective was born.
The brand started with five women seeking to create a space for women of color to talk about their experiences with their hair, as well as others' perceptions. It was a judgment-free zone that they soon realized many other women probably need as well. Creative marketing consultant and freelance writer, Tracey Coleman, who makes up ⅕ of the Curly Girl Collective explained, "At first people (brands and press), weren't really interested just because they didn't deem it as important. And as the narrative has changed on what beauty looks like, it's a huge shift from when we started. You're seeing more women of color and women with natural hair in commercials and in movies and in leading roles and all over the world. That's when the media starts to listen, and we're a part of what's driving that."
"The media realized that this was an important story that needed to be told."
Tracey and her teammates have made it their mission to develop fun and unique ways to help multicultural women celebrate their natural beauty. The first CurlFest was launched in 2014, and in just four years, this tribe of girl bosses was able to take their at-home business and transform it into a staple event in the natural hair community.
The founders of CGC are proof that heavy is the head that wears the crown, even if that crown is a mane full of beautiful curls. Simone, who is also an award-winning volunteer, told us, "I think sometimes as women of color, we're kind of a double minority here and naturally have more to prove."
"We kind of have to work twice as hard as some of our counterparts, so there are challenges."
Despite these challenges, these queens are thriving honey, and they shared some gems with me that will help you flourish, too. I got to speak with these ladies more about their roots (both proverbial and natural), as well as how pursuing your passion can truly liberate you from the daily grind and ultimately allow you to develop a profitable business.
What is the secret to your success? How did your brand become so well known in what seems like such a short amount of time?
Tracey: The growth was interesting...there isn't some marketing campaign behind it, or a celebrity that's driving it, or something that happened that went viral. Honestly, it's the energy that people feel when they come to CurlFest and that feeling of appreciation and celebration of who they are. That comes through in what people say about the event to their friends and family, and what they say on social media.
One thing that we've learned is that you can market something all day long, but at the end of the day, it really speaks for itself. The fans actually drove the growth, they decided that they were coming back the next year. Every single year, they're telling their friends, and telling their cousins. It's a blessing not to have to have to market the event because the demand is there.
What do you think was the major turning point? How did you turn your passion into profit?
Melody: I believe that the passion and the profit actually are intertwined. I think we are where we are today because that passion never went away. There's five of us, and we are literally doing this around the clock: putting on something that can support the 30,000 people. But what's driving it is that passion. The turning point really came when brands started to realize that we were bringing them qualified leads.
It's not a commercial you're bringing to the masses. People are opting into CurlFest, people are looking forward to CurlFest for the entire year. So, knowing that from a brand perspective, when you start to talk about revenue and finances, we're telling them "This is your demographic and we're able to tell you what they need, we're able to tell you what's missing, and we're able to tell you how you can plug in."
When we had our first CurlFest, there were two brands on the lawn. So, now you fast forward to this year, it was in the mid-twenties. A lot of that is really based on fostering relationships, building a network, really holding true to what our brand is with no apology.
We typically see the glamour of what success looks like, but not so much the setbacks. With social media, everyone makes it look so easy. What have been some of the challenges that you've had building this business, and what are the ways that you've been able to overcome them?
Tracey: With that type of growth happening that fast, we had to learn really fast. We had to bring on other experts in other fields and people that could support us. We've learned that with the five of us, we all have full-time jobs. You realize that for us to maintain that and to support the growth of CurlFest that was happening so quickly, we had to tap into our village. Most entrepreneurs learn that as you grow, you have to expand to let people help you.
That's really any business, if you're trying to grow your baby, you have to let your village support that baby.
That's what we've done over the years to help us grow so fast.
What does it mean to the team to have so much support for CurlFest from black women?
Melody: A lot of times we don't realize the psychological things are happening because of how society is telling how us we should be. The fact that we're able to play a role in breaking down some of those barriers is amazing. We often marvel at the success of others wondering whether or not we also have what it takes to get into business for ourselves. Instead of being paralyzed by the fear of "what if", be empowered by it.
Turning your passion into profit IS possible. The Curly Girl Collective shows us that when you combine your passion with your drive, determination, and fearless forward progress, anything can happen. Make sure to follow the Curly Girl Collective on Facebook, Instagram, and Twitter for updates and fly content from past events.
Featured image by Cincinart/Shutterstock.com
Michelle Schmitz is a writer and editor based in Washington, DC originally from Ft Lauderdale, FL. A self-described ambivert, you can find her figuring out ways to read more than her monthly limit of The New York Times, attending concerts, and being a badass, multi-tasking supermom. She also runs her own blog MichelleSasha.com. Keep up with her latest moves on IG: @michellesashawrites and Twitter: @michellesashas
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl 100: Get To Know Some Of The Most Inspiring And Empowering Women On Our List
The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.
We often see lists featuring amazing women who are seasoned in this thing called life, and our ItGirl 100 List gives flowers to the people they’ve passed the torch to: young millennial and Gen Z women who are innovating and disrupting in today’s world of advancement.
xoNecole has partnered with Hyundai for its inaugural ItGirl 100 List to give these women their flowers today. It’s a celebration of 100 Genzennial women who have built their own tables, launched new businesses, and redefined what it truly means to be blessed, booked, and busy.
Here’s a snapshot of fun facts from a few of the women listed on the ItGirl 100, representing the East, West, Midwest, and South:
EAST
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DJ 9AM: DJ & Curator
Representing: Brooklyn
Ultimate ItGirl Song: "On My Mama" by Victoria Monét
Favorite OG It Girl: Nia Long
Zodiac Big Three: Cancer Sun, Taurus Moon, Pisces Rising
Favoring open-format, multi-genre mixes, this DJ has created a winning reputation for rocking a crowd with seamless transitions and selections, always representing Southwest musical and cultural influences.
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Tiffany James, Founder, Modern BLK Girl
Representing:Brooklyn
Ultimate ItGirl Song: "Lucky Girl" by Carlina
Favorite OG It Girl:Naomi Campbell
Zodiac Big Three: Sagittarius Sun, Leo Moon, Virgo Rising
Modern BLK Girl is one of the leading investment groups among women of color, and the founder serves as an avid investor, community builder, and advocate. Tiffany James is also a mentor, utilizing her unique combination of financial and fashion expertise.
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Kat Mateo, Casting Director
Representing: New Jersey
Ultimate ItGirl Song: "Princess Going Digital" by Amaarae
Favorite OG It Girl: Kelis, Eve, Lil Kim
Zodiac Big Three: Aries Sun, Cancer Moon, Cancer Rising
Thriving as a casting director and stylist, Kat Mateo offers a unique point of view that has shaped New York Fashion Week shows, ad campaigns, and editorials. She has also been a major contributor to cultural conversations related to fashion and inclusivity.
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Denise Stephanie Hewitt, Photographer
Representing: Brooklyn
Ultimate ItGirl Song: "Experience" by Victoria Monét
Favorite OG It Girl: Hannah Montana
Zodiac Big Three: Taurus Sun, Aquarius Moon, Aquarius Rising
This Gordon Parks Foundation scholar is a full-time student who has been working to expand her freelance career in photography. Denise is also been featured among Essence'sinaugural list of "Top 10 Creators Under 30," for her unique aesthetics and perceptions through her art.
WEST
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Nayamka Roberts-Smith, Aesthetician
Representing: Los Angeles
Ultimate ItGirl Song: "Tomorrow 2" by GloRilla & Cardi B
Favorite OG It Girl: Meagan Good
Zodiac Big Three: Sagittarius Sun, Leo Moon, Capricorn Rising
Nayamka Roberts-Smith is an award-winning professional in the skincare industry and serves as an educator, offering knowledge on beauty culture. She also is a well-sought-after speaker on beauty and women’s issues, with a following of more than 1 million on social.
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Desiree L. Talley, Esq., Vice President, Legal & Business Affairs, Revolt TV
Representing: Los Angeles
Ultimate ItGirl Song: "Nice" by The Carters
Favorite OG It Girl: Issa Rae
Zodiac Big Three: Cancer Sun, Scorpio Moon, Cancer Rising
An attorney and storyteller, Desiree L. Talley meshes relatability with her legal smarts for the culture. She advocates for cultural advancement and societal change through her POPLAW Podcast while balancing her executive duties at Revolt TV.
Marley Rae
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Marley Rae, Organizer, WalkGood
Representing: Los Angeles
Ultimate ItGirl Song: "Nice For What" by Drake
Favorite OG It Girl: Mariah Carey
Zodiac Big Three: Capricorn Sun, Taurus Moon, Leo Rising
Marley Rae is a Nike Athlete, certified yoga instructor, COO, and Director of Health and Wellness for WalkGood LA, a family-founded non-profit organization. She is dedicated to fostering understanding and care in local and global communities.
MIDWEST
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Shawnee Dez
Representing: Chicago
Ultimate ItGirl Song: "FreeBody Freestyle" by Shawnee Dez
Favorite OG It Girl: Toni Morrison
Zodiac Big Three: Cancer Sun, Aquarius Moon, Cancer Rising
Shawnee Dez is an artist who's all about captivating her audience through encouragement and empowerment. Her music features fluid harmonic layering, live instrumentation fused with digital production, and her unique multi-talented voice in an alto melodic tone.
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Bianca Pastel, Visual Artist
Representing: Chicago
Ultimate ItGirl Song: Anything by Whitney Houston
Favorite OG It Girl: Grace Jones
Zodiac Big Three: Taurus Sun, Leo Moon, Sagittarius Rising
Bianca Pastel's artistic portfolio includes fine art, illustrations, and animation, and she's worked with clients including Disney Pixar, and the NFL, to name a few. Her focus is "empowering the experience of being a Black child and dealing with mental health issues."
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Donyale Walton, Founder, Hoop Mobb
Representing: Detroit
Ultimate ItGirl Song: "Yeah I Said It" by Rihanna
Favorite OG It Girl: Aaliyah
Zodiac Big Three: Virgo Sun, Libra Moon, Capricorn Rising
Donyale Walton's brand Hoop Mobb, celebrates the Black and Brown fashion and cultural impact and presence of hoop earrings. It's grown to earn more than seven figures in annual revenue and a nationwide community of loyal consumers.
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Ticara Devone, Content Creator
Representing: Chicago
Ultimate ItGirl Song: "She's a Bitch" by Missy Elliott
Favorite OG It Girl: Ananda Lewis
The Zodiac Big Three: Libra Sun, Taurus Moon, Virgo Rising
A trusted sneaker enthusiast and content creator, Ticara Devone uses dynamic storytelling to hold space for others with a passion for sneakers. A published writer, she’s worked with brands including Nike and Footlocker and inspires us all by ensuring women are vocal and seen in the multi-billion dollar shoe space.
SOUTH
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AllyiahsFace, Content Creator
Representing: Atlanta
Ultimate ItGirl Song: "Go Off" Doja Cat
Favorite OG It Girl: Gabrielle Union and Halle Berry
Zodiac Big Three: Gemini Sun, Leo Moon, Scorpio Rising
AllyiahsFace's YouTube channel has more than 830,000 subscribers, and she's been hitting the ground running since 2015. Her content creation, which centers on beauty, fashion, and lifestyle, has led to a lucrative career and drawn a close-knit social and real-life community to view and be inspired.
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Jaycina, Executive Director, Tender
Representing: Atlanta
Ultimate ItGirl Song: "All I Got" by Amel Larrieux
Favorite OG It Girl:Tracee Ellis Ross
Zodiac Big Three: Leo Sun, Sagittarius Moon, Sagittarius Rising
Jaycina is a signed model with a nonprofit that works to provide support and community for single mothers in Atlanta. She's also appeared in campaigns for brands including Fenty and GAP as well as features in all your favorite magazines and on billboards across the country.
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Asha Christian, Founder, Coily App
Representing: Atlanta
Ultimate ItGirl Song: "It's My Life" by Mariah Carey
Favorite OG It Girl: Toni Childs (Girlfriends)
Zodiac Big Three: Sagittarius Sun, Leo Moon, Leo Rising
Asha Christian created Coily to provide beauty recommendations utilizing social data. It offers a more personalized, AI-driven experience for users and part of her mission is to provide solutions related to diversity and put the focus back on the consumer. Meshing tech and culture, Christian is innovating with options that exemplify the Black girl magic needed in tech.
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Featured image by FG Trade/Getty