ST. LOUIS — Frizz Fest has become more than a festival in St. Louis; it’s also movement.

Since its start, the Natural Beauty Festival has created a safe, inclusive and vibrant space where the Black community can thrive. The event celebrates beauty, culture, creativity and entrepreneurship while fostering connections that last beyond the festival grounds.

On Saturday, Sept. 20, 2025, from noon to 7 p.m., Frizz Fest proudly celebrates its 8th year, welcoming nearly 10,000 attendees to Tower Grove Park. The free, family-friendly festival continues to uplift and empower the Black community through beauty, culture, entrepreneurship, and creative expression.

The inspiration for Frizz Fest came from personal loss. After losing her mother, co-founder Leslie Hughes reflected on how to keep moving forward when, as she put it, “your biggest cheerleader is gone.” What began as a way to honor resilience has grown into one of St. Louis’ most celebrated cultural events.

This year’s festival promises a full day of culture, creativity, and connection. Guests can explore a bustling vendor and food market featuring more than 80 local small businesses, shop handcrafted jewelry, art, fashion, and beauty essentials, and grab a bite from dozens of food trucks. Live entertainment will keep the energy high with DJs, dance performances, fashion showcases, and hair demonstrations, all leading up to a free headlining performance by Grammy-winning artist Melanie Fiona. 

Families can enjoy the Youth Zone, filled with arts and crafts, face painting, balloon twisting, and other activities for kids, while the Art Garden adds color and inspiration through murals and installations. 

The Community Circle will bring local nonprofits and organizations together to share resources, support, and valuable information to uplift attendees. From farmer’s markets to community lounges, every corner of Frizz Fest is designed to celebrate and strengthen the community.

For many, the festival represents far more than a day of fun. Leslie and Val Hughes, sisters-in-love, shared why the event is so critical for them: “Frizz Fest creates a space where we feel seen, valued, and celebrated. It’s not just about beauty, it’s about belonging, and that’s something we want our kids to experience too.”

One of the most common questions leading up to the event is whether children are welcome. Val Hughes made it clear: “Frizz Fest is a family-friendly festival. Parents can bring their children and feel comfortable knowing it’s a safe and welcoming space for all ages.”

The festival also reflects the ongoing embrace of natural hair across the country, and the legal protections now supporting it. 

Earlier this year, Missouri passed the CROWN Act, which prohibits discrimination based on natural hair textures and protective styles. For Hughes, that makes the festival’s mission even more urgent. 

“Whatever space you’re in, you should feel safe,” Leslie said. “We empower natural hair because that is a part of you. We empower whatever makes you feel joyful and beautiful.”

The Hughes family also recognized the support of major community partners including Walmart, Sam’s Club and The Little Bit Foundation, who have helped pour into the mission and keep the festival thriving.

For more details, updates, schedules, and to register, visit the official Frizz Fest website or follow along on social media.