When culture and beauty collide, the results are nothing short of legendary. This past June, from the 25th to the 29th, the historic Beverly Hilton became the epicenter of a movement that has been decades in the making. During the 10th Anniversary of the Culture Creators Innovators & Leaders Awards and the electric atmosphere of BET Weekend 2026, Ashunta Beauty took its rightful place at the forefront of a groundbreaking celebration: the Hip Hop Beauty experience.
As an expert who has spent years behind the scenes of the industry’s most iconic looks, Ashunta Sheriff-Kendricks knows that the relationship between hip hop and beauty isn't just about trends: it’s about a legacy of innovation born from necessity. Partnering with creative producer and author Thembisa Mshaka (co-founders of Circa 1973), Ashunta co-curated an exhibition and activation that finally gave Black beauty the "fine art" treatment it deserves.
A visual legacy: The Hip Hop Beauty exhibition
Stepping into the lobby of The Beverly Hilton during BET Weekend felt like walking into a curated time capsule of glamour and resilience. The five-day photography exhibition featured the breathtaking works of legendary photographers Keith Major, Mazi Smazi, and Stacy Gray.
For too long, the contributions of Black women to the global beauty aesthetic have been overlooked or, worse, erased. This exhibition sought to combat that erasure by centering Black beauty history as high art. Each portrait told a story of a culture that redefined standards of excellence, featuring the faces that have graced the covers of Vogue and defined the "look" of an entire generation.
"This is the untold foundation of modern beauty," Ashunta shared during the event. "Born from a lack of shades, access, and representation, women like Thembisa and I were forced to innovate. That innovation reshaped the industry and the culture."
Inside the Hip Hop Beauty Bar: Luxury meets legacy
While the lobby provided the visual feast, the Wilshire Tower hosted the heart of the activation: the Hip Hop Beauty Bar. This wasn't your average "pop-up." It was a sanctuary of luxury, offering guests a high-performance beauty experience that reflected the mission of Ashunta Beauty.
Visitors were treated to complimentary beauty touch-ups using our signature vegan and cruelty-free products. From the award-winning Diamond Sponge to our skincare-infused foundations, the focus was on high-performance results for every skin tone.
The lounge was a hub of activity, featuring:
- Glamorous Touch-ups: Celebrity makeup artists, including Kiyah Wright, provided on-site hair and makeup refreshes, ensuring everyone was red-carpet ready.
- Thebo Hair Education: Stacy Gray, the founder of the luxury braiding care line THEBO, offered education sessions on protective styling and hair health.
- Premium Gifting: Guests walked away with curated kits featuring Ashunta Beauty essentials and partners like HelloBeautiful and Hip-Hop Wired.
Honoring the icons: The 10th Annual Culture Creators Brunch
The weekend reached a fever pitch during the 10th Annual Culture Creators Innovators & Leaders Awards Brunch. Often called "Culture’s Biggest Brunch," this event brought together over 400 of the most influential voices in entertainment, fashion, and business.
The 2026 theme, "The Future of Culture," was perfectly embodied by the year's honorees. The legendary Missy Elliott received the Amazon Music Visionary Icon Award, a fitting tribute to a woman whose "Supa-Dupa Fly" era changed the visual language of hip hop forever. Ashunta, who has worked closely with Missy over the years, spoke on the HelloBeautiful carpet about the sheer impact of Missy’s iconic beauty looks and how they continue to inspire the Ashunta Beauty collection today.
Other luminaries honored included fashion pioneer Bethann Hardison, music mogul Jermaine Dupri, and the incomparable Suzanne de Passe. Seeing these titans of industry gathered at the Beverly Hilton was a reminder of why we do what we do: to create space for excellence that has often had to fight for its seat at the table.
Expertise in action: Panels and partnerships
Innovation is nothing without education. A key highlight of the Hip Hop Beauty experience was the Founders Panel, moderated by the brilliant Aliya S. King. The discussion delved into the business of beauty and the importance of ownership within the Black community.
It was an opportunity to hear directly from the women who are shifting the needle. Ashunta Beauty has always been more than just a makeup brand; it is a multi-generational, skin-conscious solution for those who demand performance without compromising their values. Whether it's our UV Vegan Mascara or the 8 setting powders perfect for mature skin, every product is a testament to the "innovative foundation" Ashunta spoke about.
The event was also made possible through the support of Moët Hennessy, who notably supported the Culture Creators HBCU+ Scholarship Fund, ensuring that the next generation of innovators has the resources they need to thrive.
Essential tools for the culture
To achieve the level of "glow" seen at the Beverly Hilton, you need the right tools. During the activations, two of our standout products were the talk of the Wilshire Tower:
The Black Velvet Makeup Puff: This is the secret weapon for a flawless finish. Designed for precise, even application, it’s the tool the pros use to set makeup for those long BET Weekend days and nights.
Beauty Water Fix It Spray: No look is complete without a setting spray that actually cares for your skin. Our Fix It Spray is vegan, waterproof, and skincare-infused, providing that "longevity glow" that Ashunta Beauty is known for.
Why this moment matters
The Hip Hop Beauty Bar at the Beverly Hilton was more than just a celebrity event; it was a reclamation. By positioning our beauty history as fine art, we are telling the world that our aesthetic contributions are permanent, valuable, and worthy of celebration.
Ashunta Beauty stands as a bridge between the "OGs of Glam" and the future of the industry. We are proud to be a Black-owned, vegan, and cruelty-free brand that caters to makeup enthusiasts and professionals alike, from age 24 to 55 and beyond.
Key Takeaways from BET Weekend 2026:
- Beauty is Art: The lobby exhibition proved that our cultural aesthetic deserves museum-level recognition.
- Innovation is Essential: Products must be high-performance and skin-conscious to meet the demands of modern culture.
- Community is Power: Partnerships with organizations like Culture Creators and fellow founders like Stacy Gray are vital for growth.
As we look back on an incredible weekend at the Beverly Hilton, we are more inspired than ever to continue creating products that reflect your power, your history, and your glow.
Ready to bring a piece of the Hip Hop Beauty experience home? Shop the Ashunta Beauty Collection now and discover why we are the choice of industry insiders and beauty lovers alike.
