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In a world where beauty standards have long been defined by straight hair, Curl Cave is flipping the script and leading a movement that celebrates the beauty of natural curls. Founded by Moriah Marshall, the first Black woman-owned curly hair salon in Charlotte, NC, Curl Cave is not just another beauty business, it’s a cultural revolution within the beauty industry.

Since its opening in 2019, Curl Cave has become the go-to destination for curly-haired individuals looking to embrace their natural textures. With a mission to empower clients to love and care for their curls, the salon has gained a reputation for its unique services and its unapologetic approach to redefining beauty standards. In just a few short years, Curl Cave has grown from a dream to a six-figure business, with revenue steadily increasing each year and a vision to continue expanding.

Moriah Marshall’s passion for natural hair began long before she opened Curl Cave. Growing up, she faced societal pressure to straighten her hair and conform to conventional beauty ideals. Instead of giving in, Moriah embraced her curls, proudly wearing them despite the negativity she encountered. That rebellious spirit fueled her drive to start Curl Cave—a space dedicated to the celebration of natural hair.

What sets Curl Cave apart from other salons is the artistry at the core of its services. Moriah, a self-taught curl specialist, learned the intricacies of curly hair through countless hours of research and YouTube tutorials. Her creative background as an artist also plays a pivotal role in how she approaches hair. Each curl is treated like a work of art, with Moriah and her team providing personalized, curated care to enhance and maintain the beauty of every client’s natural texture.

One of Curl Cave’s biggest goals is to empower individuals to embrace their authentic selves. As the first Black-owned curly hair salon in Charlotte, the salon has become more than just a beauty destination—it’s a safe space where clients can feel seen, valued, and celebrated. In a world where many people with curly hair have been taught to hide or straighten their locks, Curl Cave offers an empowering alternative: a community where every curl is appreciated.

Moriah’s impact extends beyond her clients. She’s also shaping the future of the beauty industry by training the next generation of curl specialists. Realizing that curly hair care is a niche skill, Moriah has taken it upon herself to teach aspiring stylists, passing on the knowledge she acquired through self-study. Her salon staff is trained from the ground up, ensuring that each stylist shares the same dedication to curly hair as Moriah herself.

Curl Cave has broken barriers in the beauty industry, particularly in Charlotte, where it’s helping to shift perceptions around curly hair. For many clients, visiting Curl Cave isn’t just about a haircut, it’s about a personal transformation. It’s about learning to love hair that was once considered “unmanageable” or “unprofessional.” Under Moriah’s leadership, Curl Cave has not only become a salon but a movement toward embracing and celebrating curls in all their forms.

Looking ahead, Moriah’s plans for Curl Cave are big. She aims to grow her team, expand the salon’s social presence, and continue building her business into a brand that represents inclusivity and authenticity. By 2025, Moriah hopes to have further expanded the salon’s reach while increasing revenue and continuing to grow her community of loyal clients.

What’s most remarkable about Curl Cave is not just its success in the beauty industry, but the positive impact it has on the lives of its clients and staff. Moriah’s dedication to changing lives extends beyond the salon chair; it’s about teaching people to embrace their authentic selves, celebrate their natural beauty, and empower others to do the same.

As Curl Cave continues to take the beauty industry by storm, Moriah Marshall is poised to leave a legacy of confidence, authenticity, and empowerment. The world of beauty will never be the same, and that’s exactly how Moriah likes it.

 

Photo Credit: Courtesy of Curl Cave