Charlotte’s Curl Cave empowers women to embrace natural curls

If you’re a black woman and have been told that your natural curls aren’t “good enough”, now’s the time to visit the Curl Cave, first Black-owned hair salon in CharlotteNorth Carolina,

Since 2019, owner Moriah Marshall has turned her passion right into a six-figure business. Customers have described her Queen City location as a “sanctuary” not only for individuals who want their hair done, but especially for individuals who want to leave stronger and higher than once they arrived. “When I work with clients, I treat their hair like a canvas, respecting the unique texture and individuality of their curls,” Marshall said.

“It’s about highlighting their natural beauty and showing them that their curls are good enough – because they always have been.”

As a self-taught curl specialist, Marshall knows firsthand what it’s like to not be taken seriously with a head filled with luxurious curls. Growing up, she was subjected to social pressure to heat her hair and straighten it. The salon owner was repeatedly told her curls weren’t “good enough.” However, Marshall didn’t let the negative noise get to her – as an alternative, she embraced her curls, making her on a mission to change the narrative about natural hair. “My creative vision comes from a deep love of art and an understanding of natural beauty,” she said.

“I am determined to change this narrative. By being the first Black-owned curling salon in Charlotte, we give people a space to embrace their natural selves without feeling embarrassed.”

Because Curl Cave is a protected space for women of all faiths to be seen and understood, when clients sit in her chair, they immediately reject the concept that curls are designed to be altered or hidden. Marshall’s clientele created a community of “curly heads” and encouraged others to follow her lead.

Each member of her staff is motivated from the bottom up to grow to be a part of the following generation of curling enthusiasts, ensuring the fervour is shared and continued. However, it wasn’t all the time easy. Marshall remembers a time when she had difficulty finding other like-minded people to work with and lacked a support system. “One of the biggest challenges was finding and training curling specialists. We are rare!” she explained.

But an increasing number of curly hair salons are popping up on the East Coast. People looking to love their curls in Florida should visit Salon Brazyl in Carrollwood. Owner Latecia Hankerson shares a passion similar to Marshall’s, she says she wants her clients to feel restored to health as they leave her chair. “I love styling too, but I feel like I’m healing my hair and making it healthier so it can continue on its healthy hair journey,” Hankerson said.

For Curl Cave, Marshall will speed up operations in 2025 by increasing the brand’s social media presence and partnering with community events. “Curl Cave is proof that natural beauty has powerful power and meaning,” says Marshall.

“Our presence in the community sparks conversations about representation and inclusivity, challenging outdated beauty standards and creating a space where everyone feels seen and valued.”