The second edition of CurlyConLA recently wrapped up in style, once again bringing together the best of the curly hair community. Founder Ava Pearl‘s vision to create a space where curl lovers can connect, learn, and celebrate their unique textures was more alive than ever. This year, was hosted by none other than the high-energy Christina “Poofy” Moffitino, and attendees were treated to an array of exciting panels, a stellar performance, and an all-star cast of industry influencers, entrepreneurs, and beauty experts. If you missed it, here’s a glimpse into this one-of-a-kind experience that’s redefining beauty and community.
Held at the heart of Los Angeles, CurlyConLA took over the weekend with vibrant energy and empowerment. The event was highlighted by an impressive main stage lineup featuring some of the most influential figures in the world of curls, beauty, and wellness. Tabitha Brown, co owner of the phenomenal hair brand Donna’s Recipe was shining bright as always! The beloved entrepreneur and wellness advocate, captivated the crowd with her infectious positivity and wisdom on embracing self-love and embracing natural beauty. Sherly Tavarez, the founder of the acclaimed haircare line Hause of Curls, shared her journey of building a brand that speaks to every curly woman’s need for inclusivity and self-expression.
Solimar Williams, known for her captivating work in haircare and personal empowerment, joined the stage, offering a unique perspective on the cultural significance of curls and how we can foster a deeper connection to our natural textures. Alongside them were panelists Jamie Yoon & Brandi Harrell who spoke on raising curly hair kids, are content creators and lover of all things curly. Sheen also had a quick chat with the radiant Persia Bella, a multi-hyphenate beauty influencer who kept the energy high and inspiring.
In addition to these dynamic personalities, special guests like Ashley Everett, Jasmin Reshae, Casey Joe, and Jeremy Pugh joined the event, each bringing their unique stories and experiences that spoke to the richness of curly culture.
The beauty brands that came to the event not only showcased their incredible products but also contributed to the overarching theme of CurlyConLA: that beauty is more than skin deep, it’s about celebrating who you are—inside and out. The event’s main sponsor, SheaMoisture, continues to be at the forefront of supporting natural hair care with their inclusive approach and dedication to sustainability. Their presence at the event was more than just promotional—it was about continuing to lift the voices and stories of those whose curls have often been marginalized in mainstream beauty standards.
Other standout brands included Pattern, the haircare line from Tracie Ellis Ross, whose focus on texture and hydration continues to break barriers for curly hair care. Maui Moisture brought tropical vibes to the event with their hydrating and nourishing products, while Cantù offered an innovative approach to styling and maintenance. Rizos Curls, the award-winning luxury brand known for its natural ingredients, was in the house! They brought the energy with a wheel of curls game, dancing, and an impressive array of products.
LOS ANGELES, CALIFORNIA – MARCH 22: Asia Shabazz attends CurlyCon LA Returns to Celebrate the Full Spectrum of Natural Texture, Sustainability, and Empowerment at Rolling Greens on March 22, 2025 in Los Angeles, California. (Photo by Leon Bennett/Getty Images for Curly Culture)
LUSH captivated attendees with its hair consultation station! Their eco-friendly, handmade haircare solutions were a hit and they provided product recommendations on the spot. Of course, Hause of Curls by Sherly Tavarez was also a major player, reminding everyone that curls are beautiful, versatile, and meant to be celebrated. There were so many great notable brands there, the list could go on and on!
CurlyConLA was a celebration of everything curly and natural—from the products that care for our curls to the people who are changing the narrative around curly hair. Ava Pearl’s vision for this event was a resounding success, creating a space where attendees could not only shop, learn, and network but also feel seen and heard in a world that is often behind in embracing natural beauty. Although she is not an actual doctor, I called Ava the “Curl Doctor” in our interview. She created a “curl community prescription” that helps heal hearts, minds, hair!
As the crowd parted ways at the end of the weekend, one thing was clear: CurlyConLA is more than just a convention. It’s a movement—a powerful reminder that our curls are our crown, and it’s about time the world recognized it.
Written By: Kassha Brown
Video Credit: Danielle Hughes
Photo Credit: provided by CurlyCon LA
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