APRIL 4, 2019

New York, NY – – Ahead of Beautycon Festival NYC 2019, Beautycon in partnership with SheaMoisture will host The Beauties, an inaugural marquee event, which will celebrate the five-year anniversary of Beautycon Festival NYC as well as honor six innovators and change-makers who have used their digital platforms to inspire others and give a voice to underserved and niche communities.

The Beautycon and SheaMoisture leadership teams have selected celebrity hairstylist and wigmaker Tokyo Stylez (clients include Cardi B, Beyonce, Kylie Jenner), Libyan American journalist and activist Noor Tagouri, creator of Flexin’ In My Complexion™  and the world’s youngest NYFW designer Kheris Rogers, and model and advocate Mama Cāx. Additional honorees and the event host will be announced.

“Our SheaMoisture partnership with Beautycon underscores our shared mission to evolve the beauty space by championing inclusivity, challenging outdated beauty standards and creating opportunities for self-expression,” says Kimberly Paige, Chief Operating and Brand Officer, Sundial Brands. “By honoring these powerful individuals who represent the force of social evolution, The Beauties aims to communicate, educate, share and inspire.”

Beautycon recently closed an investment round led by The New Voices Fund, an investment partnership between Sundial Brands (manufacturer of SheaMoisture) and Unilever focused on giving women of color entrepreneurs a platform where they can create businesses, earn incomes and generate wealth. SheaMoisture was one of Beautycon’s earliest clients, with the brand first activating at Beautycon LA in 2015, and each subsequent festival. What started as a small activation at Beautycon has grown into a robust and collaborative partnership, resulting in The Beauties and other exciting initiatives that are on the horizon.

Beautycon and SheaMoisture, both award-winning disruptors in the beauty space, have focused on changing traditional standards of beauty typically perpetrated in the mainstream, both in society and media. The Beauties is about empowerment and the democratization of beauty demonstrated by the honorees, who regardless of physical appearance, ability or the parameters placed on them by societal norms, were able to build their own platform and community to share their experiences. The synergy with SheaMoisture reinforces Beautycon’s mission to redefine beauty by creating community and providing safe and open places to join together to celebrate self-expression.

“Our journey with SheaMoisture is a perfect reflection of both our brands and communities,” says Moj Mahdara, Chief Executive Officer, Beautycon. Here at Beautycon, we love to create, educate and empower. We love to disrupt the status quo, especially in beauty, and provide a space and platform for others to do the same. The Beauties has long been a dream of ours, and we have the best partner in SheaMoisture to reinvent what award shows look like and represent — this one is all about honoring and celebrating individuals in the digital influencer community who are creating change and inspiring others.”

What:  The Beauties – an honor celebration presented by Beautycon and SheaMoisture

When: Thursday, April 4th, 2019
General Guest Arrivals/Reception: 7:30pm ET
Awards Show Presentation: 8:15pm ET
After party: 9:15-11:00 pm ET

Where:  SECOND Floor NYC
: 849 6th Avenue, New York, NY 10001; between 29th and 30th streets)  

Who: Tokyo Stylez (@tokyostylez), Noor Tagouri (@noor), Mama Cāx (@mamacaxx), Kheris Rogers (@kherispoppin), Flaviana Matata (@FlavianaMatata), Carolina Contreras (@miss_rizos), DJ Maad (@shesmaad), Dani Leigh (@iamdanileigh) and more to be announced.


Alexandra Duff & Megan Smith
Metro Public Relations
(310) 601-3211