If there were any doubts that curls ruled the runway during New York Fashion Week, those doubts were laid to rest when NaturallyCurly’s signature event, Texture on the Runway came to Gotham Hall in New York City on September 7. An inspired runway show and electric backstage buzz were hallmarks of what has become the hottest hair ticket in town. It was the third time that Texture on the Runway made an appearance during New York Fashion Week (NYFW) to celebrate "Real Women, Real Fashion and Real Texture." Powered by specialty retailer Sally Beauty, the runway resonated with diversity, style, top texture brands and creative looks.


Michelle Breyer, co-founder of NaturallyCurly, and host of the Texture on the Runway event, provided insight into a presentation that showcased styles, trends, and products for curls, coils and waves. She, along with Co-Emcees Monica Stevens, professional hairstylist of MoKnowsHair and Karonda Cook, director of merchandising at Sally Beauty were on hand to celebrate in style as the presentation, which drew more than 700 attendees, including VIPs, media and influencers, kicked off New York’s Fashion Week.

 
Curls Rule the Runway
 

Breyer's observations of NYFW were the genesis for the event.


“Texture on the Runway came out of my own frustration of what I saw at Fashion Week. It was all straight hair, in a ponytail or a bun or parted down the middle," she explained. "There was no texture. So, I decided to create a texture-focused event during Fashion Week that has grown and all the key influencers and brands wanted to come,” she said.


“Texture on the Runway is all about textured hair. This year’s show has grown in size and scope. It’s unbelievable,” said Breyer. “Everyone is so excited to have something like this during Fashion Week. It’s about expanding the definition of beauty and inspiring the community. Texture is not a niche. It’s the majority,” she said.


“Although more brands and designers are embracing texture, traditionally Fashion Week has been a seasonal reminder for many women that their beauty is not the right kind of beauty. NaturallyCurly has been working to change that conversation," she explained. "We feel it’s important for Texture on the Runway to take place at New York Fashion Week every year, because representation matters.”


Breyer insisted that only a few years ago there had been no curl segment in the hair care category.


“Now, through a consumer-driven grassroots movement, it has become the hottest category in the hair care sector.”


NaturallyCurly, a pioneer for 20 years in empowering, educating and inspiring its community of consumers and beauty enthusiasts, continues to connect the consumer's voice with brands and retailers in this growing beauty category and offers a digital platform catering to all things hair, where it provides original content and branded entertainment.
     

There is also a focus on healthy formulations and the ingredients founds in today's products.


“There are many ingredients that consumers look for, and others that they shy away from. Ingredients like argan oil, coconut oil, and shea butter are prominent. Consumers shy away from sulfates, parabens and some silicones," explained Breyer. "Some curlies love silicones to reduce frizz, but it’s clear the consumer is going to look at the label.”
    

To learn more about textured hair, Breyer’s new book, The Curl Revolution – Inspiring Stories and Practical Advice from the NaturallyCurly Community, will be released next month. The book explores the entire curl landscape, including identifying your curl type, building a hair care regimen, tackling hair challenges, from frizz to breakage, and helping children embrace their texture from an early age.

 
Backstage Buzz

 
Karonda Cook, director of merchandising at Sally Beauty, which was the retail sponsor of Texture on the Runway in partnership with Texture Media, explained their collaboration.


“Sally Beauty partnered with Texture Media to show our customers that we are in tune with the community and their needs. We partnered with key brands to bring their products to life and to bring hair to life on the runway,” said Cook.


“All of the products used today are available at Sally Beauty. I believe that beauty is undefined and the best hair type is your hair type,” said Cook.


Unique beauty was clearly on display both backstage and on the runway. From the stylists who created the looks, to the models who demonstrated a wide range of waves, curls, braids, and adornments, the versatility of texture was evident.
    

Brands that headlined the show included Cantu, Carol’s Daughter, Crème of Nature, Curlformers, Mielle Organics and Shea Moisture and each brand featured a unique vision for textured hair. Styles ranged from cascading waves, to wild ringlets, afros, and tribal braids, with each brand telling a different story.


The Versatility of Texture
 

Cantu showcased hair care solutions for the whole family. According to Demetria Kinsley, global marketing director at the 10 year-old Cantu, the company is all about great, healthy hair. Its women’s line features a natural hair collection designed to soften strands and focus on healthy, nourished, conditioned hair.


In addition to the women’s line, there is a gentle care line for kids, as well as a men’s line, which is gentle for head and face. Kinsley noted such ingredients as shea butter in its conditioning and styling formulations, designed specifically for textured hair, and said that the goal of Cantu is to be the textured hair care destination for the mom who is looking for something for herself, as well as for her husband and children. Cantu’s runway interpretation featured a Girl’s Trip, a Bachelor Party and a Family Vacation, all of them showcasing the brand’s all-occasion versatility.

 
Carol’s Daughter was inspired by Brooklyn, the brand's birthplace. According to Mezei Jefferson, director of education, Carol’s Daughter, “The look is all about Brooklyn, here and now, and from yesterday to today. We’ve got music to go with each look and the products featured are all about creating the looks inspired by events and themes from Brooklyn, including Street Style, Summer Festivals and Caribbean Culture.”
    

Jefferson said the featured products were from Carol’s Daughter’s Pracaxi Nectar collection, a new line for 2017, for hair styling and care, containing Pracaxi Nectar. They included Pracaxi Nectar Style Control Gel with Touchable Hold; Pracaxi Nectar Wash-n-Go Leave-In for Waves, Coils, and Definition; and Pracaxi Nectar Curl Twisting Custard to add moisture and style definition. The afros, braids and curly locks on the runway were designed to capture the vibe of festivals and street styles, while paying homage to the Brooklyn.

 
Crème of Nature was all about encouraging women to be bold and fierce, while embracing their beautiful, natural and textured hair. Jolorie Williams, vice president, marketing, Crème of Nature, described the newest additions to a line that embraces natural beauty, encouraging naturalistas to show off their curls, coils, kinks, and waves.


Williams described the new Perfect Edges Black, launched in March 2017, as the latest Edges iteration, which offers black color with argan oil, to condition edges around the hairline in a no-flaking formula, with the added benefit of color. Other recent launches included Crème of Nature Moisture and Shine Curl Activator Crème, designed for natural hair to elongate curls, fight frizz and add definition with argan oil and glycerin; Flexible Styling Snot, an alcohol-free, sulfate-free formulation designed to tame frizz, smooth curls and add definition; and new Apple Cider Vinegar Clarifying Rinse, designed to remove product build-up from the hair, seal the cuticle and refresh the scalp.

 
Curlformers was launched 10 years ago, and, according to Alexandra Malet, owner and managing director of Hair Flair, which owns the Curlformers brand, the line has been growing every year. The products are found at Sally Beauty stores, both online and brick and mortar, and are also sold internationally. Malet described the woven plastic and fabric strips that coil around the hair to form the curls.


“The strips are coiled in various degrees of tightness, corresponding to different size forms, thus creating tight or loose curls,” explained Malet.


The forms remain on the hair until dry and are then removed, resulting in the curl variations. According to Malet, Hair Flair's mission at Texture on the Runway was to showcase how Curlformers allow women to embrace their texture and add volume, definition, and length with a tool that uses no heat, leaving hair healthier and undamaged. They featured Bohemian Chic curls and waves on the runway.

 
The CEO at Mielle Organics shared her "healthier ingredients for healthier hair philosophy."


“The fact that we use natural and organic ingredients in our products emphasizes our healthy from the inside out approach,” said Monique Rodriguez.


Founded in 2014, the company offers advanced healthy hair care formulas to promote hair growth. She cited products including Mint Almond Oil, which seals in moisture and promotes hair growth; White Peony Leave-In Conditioner, to condition and promote healthy hair growth; and Avocado Hair Milk, for moisturizing hair. Rodriguez was a registered nurse for eight years, has a strong science background, and is a staunch supporter of the healthy formulation component.
    

The brand’s runway presentation showcased the new Pomegranate & Honey Collection, a line formulated to give thick, curly hair curl definition, plus intense moisture and hydration. The Cranes in the Sky theme was inspired by Solange Knowles, whose versatile hairstyles have impacted hair and culture. Models wore natural styles, including braids and pompadours, and wore gold body paint to complement their styles.

 
SheaMoisture focused on hair care and the needs of hair. Nikki Chung, director of innovation for hair care, SheaMoisture, explained that it is important to understand that there are so many different types of textures and and a range of thickness.


"I’m proud of the fact that SheaMoisture has so many products to offer," said Chung. "We know that the same thing doesn’t work for everybody. Women want choices and we’re giving them products with the best ingredients. We’ve transformed the way the industry looks at hair today and how women in turn look at products on the shelf.”


She highlighted SheaMoisture’s new Jamaican Black Castor Oil Strengthen & Restore Blow Dry Crème, with shea butter and peppermint, a sulfate free and color safe formulation to control frizz while defending against breakage and heat damage.
      

On the runway, SheaMoisture took braiding to new heights. Braids have consistently remained present across centuries, continents, and genders. Their cultural significance can be traced to African tribes, and may be a statement of identity or a chic accent. SheaMoisture showcased bold braiding as a style and symbol of the leadership of Black women in beauty, and a way to bring history to modern-day life.

 
Other brands present at Texture on the Runway included Ardell Beauty, featuring products for eyes and lips, including lashes, and lip stains. Ardell Beauty created the eye and lip looks for the models on the runway. Aphogee, Jamaican Mango & Lime, Proclaim, and Silk Elements, which highlighted its Pure Oils customizable hair care solution line, were all supporting brand partners.
    

TextureMedia, one of the largest haircare platforms in the textured-hair community, operates a range of digital properties that engage multicultural beauty enthusiasts. Its monthly social reach is 16 million, across its portfolio, of which NaturallyCurly is its flagship.


Sally Beauty is a distributor and retailer of professional beauty products, with more than 3,700 stores in 13 countries, including the US and Puerto Rico, Canada, Colombia, Mexico, Peru, UK, Belgium, Chile, France, Ireland, the Netherlands, Spain and Germany. Sally services retail consumers and salon professionals through professional lines such as Clairol, L’Oréal, Wella and Conair, as well as offering proprietary merchandise.