In a world where beauty standards often tip toward conformity, Moriah Marshall is a revolutionary force redefining perceptions of natural hair with her venture, Curl Cave.
Located in Charlotte, NC, Curl Cave proudly holds the distinction of being the city’s first Black woman-owned curly hair salon, serving as a radiant beacon for honoring the beauty of natural textures.
Having operated since 2019, the salon has grown from a passion project to a six-figure business and sanctuary for clients seeking more than just hairstyling—they also come seeking empowerment.
The Artist Behind the Curls
Moriah’s journey to creating Curl Cave is deeply personal. Growing up, she faced societal pressures to straighten her hair, with messages that her natural curls weren’t “good enough.” Rather than conforming, she chose to embrace her curls—a decision that shaped her identity and inspired her mission to change the narrative around natural hair.
“My creative vision stems from my deep love for art and my understanding of natural beauty,” Moriah shares. “When I work with clients, I approach their hair as a canvas, respecting the unique texture and individuality of their curls. It’s about enhancing their natural beauty while showing them that their curls are good enough—because they always have been.”
As a self-taught curl specialist, Moriah honed her skills through relentless research and countless hours spent watching YouTube tutorials. Her artistic background further informs her work, blending technical expertise with an eye for creativity.
Building a Movement, One Curl at a Time
Moriah’s work at Curl Cave goes beyond haircuts and styling. The salon has become a community hub, offering clients a safe space to feel seen, valued, and celebrated. By rejecting the notion that curly hair must be hidden or altered, Moriah has sparked a movement that challenges outdated beauty norms.
“Growing up, I was told to straighten my hair because my curls weren’t ‘good enough,’” she recalls. “I’m determined to change that narrative. By being the first Black-owned curly salon in Charlotte, we are giving people a space to embrace their natural selves unapologetically.”
Moriah’s influence extends beyond her clients. Recognizing that curly hair care is a niche skill, she has made it her mission to train the next generation of curl specialists. Each member of her staff is taught from the ground up, ensuring they share the same dedication to celebrating natural textures.
Overcoming Challenges and Scaling Success
Scaling Curl Cave into a six-figure business hasn’t been without its hurdles. From the challenges of finding and training skilled curl specialists to starting her business without a personal support system, Moriah’s journey required resilience and resourcefulness.
“One of the biggest challenges was finding and training curl specialists. We are rare!” she explains. “I taught myself through YouTube and had to completely train my staff from the ground up. Another challenge was starting my business without a personal support system—no family or friends to lean on. Over time, I found that support in my clients and employees, which helped me push through those moments of doubt and keep scaling the business.”
Vision for the Future
Looking ahead, Moriah has ambitious plans for Curl Cave. By 2025, she aims to expand her team, increase the salon’s social media presence, and deepen the connection with the local community through events and education.
“My top priorities are growing my team with more skilled curl specialists, enhancing our social media presence to reach a broader audience, and deepening our connection with the local community,” she says. “I also aim to see consistent growth in revenue year after year, ensuring the salon remains a thriving and impactful part of Charlotte’s beauty landscape.”
Redefining Beauty, One Curl at a Time
Moriah’s mission at Curl Cave is more than business—it’s a revolution within the beauty industry. By celebrating natural textures and fostering inclusivity, Moriah is challenging societal norms and empowering individuals to embrace their authentic selves.
“Curl Cave is proof that natural beauty is powerful and valid,” she asserts. “Our presence in the community sparks conversations about representation and inclusivity, challenging outdated beauty standards and creating a space where everyone feels seen and celebrated.”
As Curl Cave continues to thrive, so does the legacy of Moriah Marshall. Not only is she redefining beauty for those with curls, but she’s also proving that authenticity and artistry can change lives—and industries—for the better.
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