Moriah Marshall is redefining beauty standards with Curl Cave, Charlotte’s first Black woman-owned curly hair salon. Since opening in 2019, the salon has grown into a successful six-figure business, offering both expert hairstyling and a space for clients to embrace their natural curls with confidence.
Marshall’s personal journey fueled her mission. Growing up, she faced pressure to straighten her hair, but instead, she chose to celebrate her curls. A self-taught curl specialist, Marshall honed her skills through research and YouTube tutorials, blending creativity with technical expertise.
More than just a salon, Curl Cave has become a community hub where clients are empowered to embrace their natural textures. Marshall’s work goes beyond hairstyling, challenging outdated beauty standards and fostering a culture of self-acceptance.
Building the business wasn’t easy. Marshall faced challenges in finding and training skilled curl specialists and starting the business without personal support. But with resilience and a strong connection to her clients and staff, she’s turned Curl Cave into a thriving success.
Looking ahead, Marshall plans to expand her team, increase the salon’s social media presence, and deepen its ties to the local community. With ambitious goals for growth, Curl Cave is set to continue making an impact on Charlotte’s beauty scene for years to come.
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