Houston Hosts HUE Affair As Expo Celebrates A Decade Supporting Black-Owned Beauty Brands

In the beauty industry, trends move fast, but community moves deeper. That is the idea behind HUE Affair, a multicultural beauty and lifestyle expo that has quietly built a loyal following over the past decade.

This year, the expo celebrates its 10th anniversary, and the milestone begins in Houston with two events.

One event, HUE Affair x Kaleidoscope Hair Products In-Store, will feature Ylorie Taylor, curator of HUE Affair, alongside Jesseca “Judy” Dupart, founder of Kaleidoscope Hair Products. The second, Building Beyond Boundaries, is a fireside chat and reception focused on leadership, growth and cultural impact.

Ahead of the Houston events, we spoke with Taylor about why she helped build the platform and why it still matters today.

A Platform Built by the Community

When HUE Affair first launched ten years ago, Taylor says the goal was not to build a national platform. The focus was simply to create something meaningful.

Like many founders, the early days were about putting an idea into the world and seeing how people responded. “The excitement in the beginning is really about creating something and seeing if people connect with it,” Taylor said.

But the response quickly showed that something bigger was happening. Black-owned and multicultural beauty brands were looking for a space built specifically for them.

Many events focused on retail buyers, while others targeted consumers broadly. Only a few centered the cultural identity and community behind these brands. HUE Affair filled that gap.

“Black-owned and multicultural beauty brands needed a platform where they could be seen and connect directly with consumers,” Taylor said. “We gave them something that was missing.”

Over time, the community kept showing up. That support allowed the expo to grow year after year.

From Visibility to Access

In its early years, HUE Affair focused mainly on helping founders gain visibility. Now the mission has expanded.

According to Taylor, the biggest challenge facing emerging beauty brands today is not just being seen; it is gaining access.

That includes access to customers, retail partners, education and the networks needed to build a sustainable business. “Visibility is important,” Taylor said. “But access is what helps brands grow.”

Events like HUE Affair aim to create those connections in one place.

In-person Events Still Matter

At a time when beauty brands can reach customers through social media and online stores, some may wonder if physical events are still necessary.

Taylor believes the answer is yes. Beauty, she explains, is a tactile experience. Consumers want to feel a product’s texture. They want to smell fragrances. They want to ask questions about ingredients or hair types.

Those moments are difficult to recreate online. “In-person marketplaces create real-time connections that digital platforms simply can’t replicate,” Taylor said.

At HUE Affair events, discovery often turns into conversation, and conversation can quickly turn into a purchase. For emerging brands, that kind of interaction can be critical.

Lessons From Founders Who Break Through

After working with more than a 100 brands, Taylor has noticed patterns among founders who manage to break through in a crowded market.

First, they have clarity - They know exactly what problem their product solves and who it serves. In an industry filled with new launches, that focus makes a difference.

Second, they adapt - Beauty trends change quickly as platforms evolve and retail strategies shift. Founders who stay flexible often have a better chance of staying relevant.

Third, they understand - A beauty brand is not just about formulas or packaging. It is about storytelling and community. The brands that build strong connections with their audience often develop the most loyal customers.

Growth in Multicultural Beauty Industry

Over the past decade, large beauty corporations have increasingly entered the market for textured hair and multicultural consumers.

That shift has sparked debate across the industry. On one hand, Taylor says it signals progress. For years, these consumers were overlooked or treated as a niche. Now the industry recognizes the scale and spending power of the audience.

But there is another side to the story. Many independent and Black-founded brands built the category long before major companies joined the space. Those founders brought cultural insight and direct relationships with their communities.

“The real opportunity going forward is balance,” Taylor explained. As the market grows, independent brands still need support, visibility and access.

Platforms like HUE Affair help maintain that connection. The Houston events mark the beginning of a year-long celebration. But they also serve as a reminder of why the platform exists in the first place.