Curly Culture and Society 18 Form Strategic Partnership to Elevate Natural Hair Creators

Women-led organizations join forces to amplify multicultural beauty voices, starting with CurlyCon LA

LOS ANGELES--(BUSINESS WIRE)--Curly Culture, the trusted digital destination for multicultural beauty education founded by digital pioneer Ava Pearl, today announced a strategic partnership with Society 18, the premier influencer management and marketing agency focusing on multiethnic and multicultural influencers and talent. The collaboration unites two women-led organizations committed to celebrating natural hair and amplifying multicultural beauty voices across platforms.

The partnership will feature its first activation at this year’s CurlyCon LA on March 22, where Society 18 creators will participate in a dedicated Creator Lounge that offers attendees opportunities to connect with diverse beauty influencers, including Alyssa Marie and Yanina Oyarzo. With a collective reach exceeding 20 million, both organizations will create new monetization opportunities for creators while offering brands expanded access to authentic voices in the beauty space. Beyond CurlyCon LA, the companies will team up to fuel additional activations throughout the year, providing Society 18's roster of creators with speaking, hosting, and content creation opportunities.

“Partnering with Society 18 aligns perfectly with our mission of celebrating textured hair and its cultural significance," said Pearl. “This collaboration allows us to expand our community by introducing new voices who understand the journey of embracing natural beauty while creating more opportunities for creators to connect with brands and audiences who appreciate authentic representation.”

Founded in 2019, Society 18 currently represents more than 40 creators who are predominantly women of color. The agency has helped increase creators’ revenues by up to five times their previous earnings through strategic brand partnerships, with over 3,000 brand campaigns executed to date.

“The natural hair community has always been at the core of Society 18, with about 70% of our creators starting in the natural hair space," said Pamela Zapata, founder and CEO of Society 18. “By aligning with Curly Culture—which celebrates all textures and types of natural hair—we can create meaningful opportunities for our creators while furthering our shared mission of making natural, curly hair seen as beautiful across all cultures.”

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About Curly Culture

Founded by digital pioneer and entrepreneur Ava Pearl in 2023, Curly Culture has established itself as a trusted digital destination for multicultural beauty education and empowerment. Through its popular series, including Curlfessions and Between Us Curls, the platform brings authentic voices and experiences to a global audience seeking community and expert guidance on textured hair care.

About Society 18

Founded in 2019, Society 18 has emerged as the premier talent management and marketing agency for brands and partners seeking collaboration with multiethnic and multicultural content creators and talent. Boasting a roster of diverse creators, the bicoastal agency remains at the forefront of the talent and influencer landscape. Society 18 delivers unparalleled one-on-one strategic counsel for talent management endeavors and businesses aiming to enhance their brand presence through meticulously crafted and impactful creator and digital campaigns.