5WPR at HUE Affair 2025: Celebrating Culture and Innovation in Beauty 

This month, 5WPR had the opportunity to attend HUE Affair 2025 at New York City’s Metropolitan Pavilion, where 5W client Bask & Lather Co. was featured as an exhibitor and partner of the event. Held in honor of Black Business Month, the expo brought together diverse brands, founders, and consumers in a celebration of Black entrepreneurship, economic empowerment, and culturally driven innovation in beauty and wellness. The event continues to grow as a platform for underrepresented creators and companies, offering a valuable space to build community and cultural relevance in an increasingly inclusive marketplace. 

About HUE Affair 

HUE Affair, which stands for Hair Unites Everyone, was founded in 2016 at the height of the natural hair movement. Created to elevate BIPOC and women-owned beauty and wellness brands, the expo has become a vital meeting ground for entrepreneurs and consumers seeking representation in the products they use every day. 

This year’s event was presented in partnership with CVS Pharmacy, reinforcing the importance of inclusive retail and the demand for multicultural beauty on store shelves and in real life. Through strategic partnerships and high-energy programming, HUE Affair continues to make space for mission-driven brands while driving visibility and cultural impact at scale. 

Bask & Lather Co.’s On-Site Impact  

As a fast-growing, Black-owned haircare brand known for its viral success and science-backed formulas, Bask & Lather Co. had a steady stream of visitors to its booth throughout the day. Consumers were excited to engage with the brand face-to-face, many recognizing its products from viral social media content and eagerly sharing their personal experiences with the line’s bestsellers. 

Attendees gravitated toward the brand’s Scalp Stimulator and Edge Control, asking thoughtful questions and sharing real-time feedback. 5WPR team members on-site spoke with consumers about their hair journeys, product preferences, and excitement over the brand’s ongoing growth.  

The authentic connections made during the event reflected the trust Bask & Lather Co. has built with its audience – both online and off – as well as the momentum that recently earned the brand a spot on the 2025 Inc. 5000 list of America’s fastest-growing private companies. 

Trends Defining the Future of Beauty 

Across the show floor, HUE Affair highlighted several leading-edge trends shaping the beauty and wellness space. Wellness-forward formulations were at the forefront, with brands like Terra Tory featuring clean ingredient profiles powered by superfoods, oils, and botanicals that support all skin types. The emphasis on holistic, health-focused beauty continues to evolve beyond surface-level care into full-body well-being. 

Innovation in cosmetics was also front and center. Ashunta Sheriff Beauty debuted its Fat & Juicy 4D Mascara, engineered with a custom Turntable Wand to deliver lift, definition, and high-impact volume. The buzz around bold, performance-driven makeup was impossible to miss. 

Meanwhile, MYAVANA offered on-site hair analysis powered by a personalized data platform, demonstrating the rising importance of tech-driven customization in beauty. By connecting attendees directly with curated product recommendations based on their unique hair profile, MYAVANA illustrated how personalization is becoming a must-have feature for brands looking to drive long-term loyalty. 

Clean beauty was another key narrative, with a notable increase in vegan and paraben-free offerings. Brands leaned into consumer demand for ingredient transparency, safety, and sustainability. As clean beauty continues to move from niche to necessity, it remains a core value driving purchasing decisions across diverse demographics. 

One of the most prominent trends of the day was the surge in scalp-first care. Several brands highlighted products designed for exfoliation, hydration, and targeted hair growth support. Palmers, a legacy brand in hair and skin wellness, showcased formulas aimed at relieving scalp irritation while promoting long-term scalp health. This emphasis on foundational care points to a broader shift in consumer priorities toward proactive and preventative routines. 

The Value of Experiential PR 

Events like HUE Affair represent more than just brand visibility. They are touchpoints that fuel PR strategy, spark cultural resonance, and build trust in a way digital platforms alone cannot replicate. These moments allow brands to listen, respond, and co-create experiences with their audience. For Bask & Lather Co., HUE Affair was an opportunity to step out from behind the screen and into the lives of its customers with authenticity and intention. 

As the brand continues to scale, experiential events will play a pivotal role in deepening consumer relationships and reinforcing its core values. Through strategic digital PR support, including content amplification, media outreach, and social storytelling, these activations extend their reach and impact far beyond the venue itself. 

Bridging the Gap Between In-Person and Digital 

The synergy between live events and digital marketing has never been more critical. Recaps, video content, social media coverage, and user-generated posts from attendees allow brands to repackage moments into assets that drive engagement long after the event concludes. These materials also contribute to long-term SEO performance, especially when embedded into blogs, press releases, and other digital properties. 

As consumer behavior becomes increasingly omnichannel, weaving in-person interactions into an integrated marketing strategy ensures every touchpoint delivers brand value. At 5WPR, we help clients maximize the return on their event investments by aligning each experience with broader storytelling and measurable outcomes. 

The Importance of Multicultural Marketing 

Above all, HUE Affair reaffirmed the importance of intentional multicultural marketing. From the product formulations to the booth experiences, every moment was designed to reflect and respect the unique needs of multicultural consumers. These audiences are not monolithic, and they deserve marketing that sees them, understands them, and speaks directly to their lived experience. 

For brands operating in beauty and wellness, participating in culturally aligned events is no longer optional. It is an essential strategy for relevance, resonance, and long-term success. Authenticity cannot be fabricated. It must be felt, and events like HUE Affair offer the perfect platform to create those lasting impressions. 

Looking Forward 

5WPR is proud to support clients like Bask & Lather Co. in amplifying their impact through intentional, culturally relevant activations. HUE Affair 2025 was a vibrant, community-driven success that celebrated innovation, representation, and consumer-first thinking. As we look ahead, we remain committed to developing integrated strategies that blend cultural insight with bold execution and measurable brand results.