Latoya—a Brooklyn-based stylist, salon owner of Elle Moore’s Beauty Suite, and educator—left corporate life to help curly + coily clients embrace their natural hair expression. She’s passionate about empowering hair artists with the knowledge and skills to work with diverse textures confidently. 

This Black History Month, we invited her to share her hair story, including her top hair tips, curly hair must-haves, advice for new stylists, and more. 

tell us about your personal hair journey—how would you describe your relationship with your hair? 

Throughout my childhood, my hair was always treated with a relaxer. However, a decade ago, I made the bold choice to bid farewell to the relaxer and fully embrace my natural hair texture. Looking back, I can confidently say that this decision was one of the most empowering and transformative moments of my life. 

did you have any beauty icons growing up?

One of my biggest beauty icons is the amazing Grace Jones. Growing up, her fearless style and unapologetic attitude made a lasting impression on me. She empowered women to be themselves, embrace their individuality, and break free from societal norms. She continues to inspire me to this day, reminding me that true beauty comes from within and that being authentically yourself is the greatest form of empowerment. 

how did you get to where you are today?

After I was laid off from my corporate job, I faced a crossroads in my life. Instead of being defeated, I saw it as my opportunity to chase my dreams and pursue my true passion. 

It’s been a life-changing journey ever since. Devacurl, the first salon I worked at after graduating from beauty school, holds a special place in my heart. It was there that I discovered the art of dry cutting and how to care for natural curls. I was surrounded by talented artists who inspired me to work hard to achieve my goals.

It taught me the importance of embracing individuality and celebrating the unique beauty of each client who sat in my chair. I’m forever grateful for the journey that led me to where I am today. 

what has it been like to be a Black woman in the beauty industry?

Both rewarding and challenging. There are moments of connection, where I’ve had the opportunity to celebrate and showcase the beauty of diversity, including unique haircuts and hairstyles. These moments have been incredibly empowering as I help my clients embrace and have confidence with their hair. 

There are also areas where the industry has room to grow. It’s not always been inclusive of different skin tones, textured hair, and cultural backgrounds. The lack of representation can lead to exclusion among Black and Brown women.

Despite these challenges, being a Black woman in the beauty industry has been empowering. It’s provided me with opportunities to change, celebrate diversity, and uplift other Black women in the industry. 

what’s your favorite part about being a stylist? 

The most wonderful part about being a stylist is helping my clients love and embrace their natural hair texture. It’s so important to empower my clients to feel confident and beautiful. I live for the transformation and love to see the reactions of my clients when a style is complete. 

who inspires you both in the salon and out? 

Kim Kimble is a remarkable hairstylist and business owner. Her ability to uplift and build her brand while remaining humble is truly an inspiration. She’s shown the power of hard work, determination, and staying true to oneself.  

But it’s not just iconic figures who inspire me, it’s the clients who walk through the door of my salon every day. Their stories, their journey, and their unique beauty ignite a fire within me. They remind me why I chose this path and why I’m so passionate about what I do.

tell us more about the Curl Crew

The Curl Crew, founded in 2022, is a platform created to help and educate our natural texture hair community, encouraging them to embrace and love their unique hair. We understand that society often imposes unrealistic beauty standards, and individuals with natural hair textures often face challenges and feel pressured to conform. 

Our mission is to empower individuals with curly + coily and wavy hair to celebrate their natural beauty and gain confidence in their hair journey. Through a range of resources, tutorials, and expert advice, Curl Crew aims to provide a supportive space where professionals can learn about proper hair care techniques, styling tips, and product recommendations.

okay we have to know, what are your top hair tips?

My top hair tip is hydration. Moisture is key to keeping your hair nourished and vibrant. Taking care of your hair is crucial for maintaining its health, strength, and overall appearance. My second tip is that regular haircuts are essential—don’t skip yours. 

what does your self-care routine usually consist of?

Getting my nails done, having a facial, getting a massage, and going to the barber to get my hair cut. I always dedicate time in the evening to relax and unwind from the day’s activities. Taking time to prioritize my well-being is essential for a balanced and fulfilling life. 

any favorite products?

I love the K18 detox shampoo, molecular repair hair mask, and molecular repair hair oil to keep hair strong and healthy. The Innersence Hydrating Cream Collection and Devacurl Heaven in Hair Conditioner are my go-tos for hair hydration. For styling, I love Devacurl Flexible Hold Hair Spray and The Doux DEF Texture Foam.

last but not least: advice for someone just starting their stylist career? 

Be kind to yourself! If you see your peers are ahead of you and you’re not there yet—stay focused. When it’s your time, no one can’t take that away from you. Celebrate every win and learn from losses. Never give up, set goals, and be yourself.