Celebrating the #PowerOfUs at the 25th Anniversary ESSENCE Festival

Tap into the #PowerOfUs.

We believe that the impact of beauty is bold and that we are capable of creating change when we work together. With that in mind, Unilever is converging several of their biggest beauty brands to create a change-minded beauty destination at the 25th Anniversary ESSENCE Festival.

In addition, Dove is becoming a leading voice as a proud co-founder of the CROWN Coalition. This effort is driving actionable change to make hair discrimination illegal. Attendees of the ESSENCE Festival will be invited to partake in doing work to pass this legislation.

All Things Hair will also be making an appearance, so read on for more info.



essence festival black hair
Photo credit: Arianna Sharfman

On the beauty front, attendees will visit a Dove station for a 10-minute foot massage. Additionally, there will be a TRESemmé hair styling station. As an ode to generations of black women who have adorned their crowns with colorful scarves, each woman will receive her own scarf. An all-black team of stylists will be available to style her strands. There will also be a Vaseline moisture hand massage bar.

Style satisfaction at the TRESemme booth
Style satisfaction at the TRESemme booth. Credit: Shaquille Dunbar

Finally, in an effort to give back to the New Orleans community, Vaseline will host a one-day free clinic for local residents in partnership with Direct Relief. Clinicians will also be available to provide skin consultations. Additionally, there will be a #MyHairMyCrown day, where real girls creating change within their communities will work with self-esteem experts. These workshops are designed to help girls overcome anxieties and insecurities surrounding their hair.

We at ATH are also taking part in this amazing event. We’re partnering with a beautiful trio of influencers – Kineatra Jones, Samjah Iman, and Jazmine Boutte (jdseries) – to bring you exclusive content from each day of the festival. Don’t forget to check back in to get the scoop on all that went down, plus the best and badass hairstyles from attendees.

Check out the ESSENCE festival and purchase tickets to attend!

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