CVS x HUE Affair Celebrate 10th Anniversary and Everything in Black Beauty Culture and Black-Owned Business

The culture was on full display at the 10th Annual CVS x HUE Affair Experience, which returned to New York City and took over the Metropolitan Pavilion on May 30, 2026. The event brought together Black-owned beauty, wellness, and cultural brands for a day of celebration, community, and empowerment. Marking its 10th anniversary, HUE (Hair Unites Everyone) once again created a space where consumers could discover new products, connect with entrepreneurs, and support Black-owned businesses.

HUE partnered with the pharmacy retail chain giant CVS and brought more than 60 dynamic brands that celebrated Black hair and melanated skin. HUE’s Affair’s collaboration with CVS aims to offer real-life access to shop for staple cult classics, discover new lines, and provide a unique opportunity to sample and try products and purchase them at the same time. Beauty lovers were treated to special CVS discounts and swag bags throughout the event.

Check out the event recap on SHEENTV

Thousands of shoppers got a chance to get a full glam treatment with make-up and hair sessions with top talent from the field. Veteran Black cosmetic brand Black Radiance gave out makeup sessions. “It’s my favorite function!” said Pro Luxury Glam Make-Up Jeannine Mitchell for Black Radiance. She has been published in many publications like Vogue, Essence, and Vanity Fair and has done make-up for major events for NYFW and Netflix.

“It is my favorite event to see a bunch of Black-owned brands and companies trying out new products and materials,” she said. She treated shoppers to full-on glam make-up sessions and  foundation matching, making each shopper feel their best. “My favorite thing is seeing everyone leave with a smile!”

She was not the only beauty professional to perform a live demonstration.
Many Black-owned hair brands came and performed live demonstrations on how to care for Black hair and how to assess problems that Black hair faces. Design Essentials Hair Care brought beauty and science together by tackling the issue of dry scalp and dandruff. Shoppers took the beauty chair and got educated with a scalp analysis using an LED light device.

“My favorite part of the HUE event is assisting the consumers,” said Troy Joan Gilliam. Master Educator for Design Essentials with Research Laboratories. She performed live dry scalp trichoscopy for customers and give an assessment on their current scalp issues.

“I help consumers find products for their scalp and their hair. One of the avenues that they took is a scalp analysis with a  trichoscopy device, and I was able to see their scalp and see if they have any scalp abnormalities with moisture and retention issues. I was able to create a regimen based on them as an individual and customize a palette for their scalp.” She said. “ My favorite part is the energy!”

Besides HUE celebrating the milestone celebrating their 10th anniversary,  Black-owned hair care line Camilla Rose Naturals was also celebrating their 10th Anniversary and is the largest Black-owned and female led hair care brand. “I like putting a face with a name!” said Owner, Founder, Creative Director, and Product Development and Education. “It is always great to connect with people at the HUE event and meet your core audience and interact with other beauty enthusiasts. I like talking with the customers and having conversations with different hair types, and very eye-opening to understand how people are caring for their hair.” She said. “ We are expanding our brand beyond hair products into wellness and got some great tips and gave out some tips.”

Besides returning veterans at the HUE event, this year got some new faces in the crowd, and was excited to be in New York for the first time. “This is my first time here, and I am super excited!” said Gabrielle Zalina, Founder and Pro Stylist of En Love Hair Care.

She gave shoppers a chance to meet with a new audience, gave out samples, and connected with shoppers on hair concerns.

“I came today to meet the New York naturals and women from the North,” she said. “I am from the South, and seeing all the trends and all the different fashions, everyone has been really receptive and connecting with the community,” said Zalina. She had a successful day with sales at the HUE event. “One of the best things I have here is our leave-in conditioner spray, which is almost sold out, and it is a daily-use product and amazing for bond repair and hydration and backed by Aloe Vera and batana oils. Everyone seems to love it, and we’re down to our last few bottles!”

Scent was also a topic for hair with newcomer, Amanda Ambroise (pronounced um-broz), Visionary Founder of Ambroise Hair Perfume. She is a seasoned stylist who came to the HUE event for the first time to promote her brand. Ambroise was at the event helping shoppers smell the premium hair perfume made with natural ingredients, Virgin Argan Oil, Vitamin E, and castor oil. “I decided to come today because it is a great affair!” said Ambroise. “I can connect with other beautiful  and creative brands, and it is a great way and place to showcase my brand. It’s good vibes, and the people and music are great!” she said. “You can never go wrong going here as a brand or a company.”

Hair wasn’t the only topic at the HUE event. It was a showcase for new and upcoming Black-owned businesses. Success was blooming for Baltimore-native Brittany Arnett, Founder and Designer of Black-owned, hypoallergenic, handmade, and BIPOC-led jewelry line The Dappled Wood. She came and brought a splash of color with her top-selling petal earrings that came in every color in the rainbow.

“I wanted to send a message to be bold as nature!” said Arnett. “ I came up from Baltimore today to be part of a place celebrating women of color. It is a reminder to be confident and never shirk yourself. My favorite part is being in the space and seeing the different styles and energies,” she said. I see what women of color mean; it is a beautiful thing, and we all bring our own flavor!”

The event continues with fun giveaways of travel and full-size products for beauty lovers.

The 2026 event has expanded as a marketplace with new Caribbean food vendors and Black-owned  food companies.  It was a networking event of  mixing and mingling with those who didn’t talk business and beauty but celebrated creative energy and broke down boundaries, and got more Black-owned brands in more mainstream retail chains.

The goal for the 2026 event was to open the cultural marketplace, and the influence of Black beauty HUE will be announcing  upcoming tour dates soon.  After ten years, after its founding, shoppers and business owners were left with an affirmation: “I am the beauty standard.”