Journal · Brand partnerships
Florie Partners with Sienna Naturals at Broccoli City Fest 2024
When Florie joined the Sienna Naturals Squad as a brand ambassador, it felt like a natural fit. The clean hair care brand, co-founded by Hannah Diop and Issa Rae, celebrates textured hair, self-expression and showing up as yourself, values that run through everything Florie creates. At Broccoli City Music Festival 2024 at Audi Field in Washington, D.C., she joined the Sienna team on the ground.
Culture, community and curls
Broccoli City is a celebration of Black music and culture, and it was the perfect setting for a brand built on authenticity. As someone who champions natural beauty and creative self-expression, Florie found the festival to be a dream realized.
Inside the activation
Despite the summer heat, the Sienna Naturals activation was electric. The space buzzed with product giveaways, conversations about wash day routines and live hair demos that showed how transformative the right products can be for textured hair. The signature line of the day said it best: dry Prosecco, hydrated hair.
Meeting Issa Rae and Hannah Diop
The highlight was standing alongside Sienna Naturals co-founders Issa Rae and Hannah Diop for photos and conversation. Florie has long admired Issa Rae's creativity, resilience and commitment to authentic storytelling, and sharing a moment with both founders felt like a full circle confirmation of the path she is on.
More than hair care
Every interaction at the festival, from wash day tips with festival goers to the joy on their faces as they tried the products, showed that Sienna Naturals is more than a brand. It is a community. For Florie, that is what great partnerships look like: brands that fit the life she actually lives and audiences who feel seen.
You never know when your moment will arrive. Keep going, because it's coming.
Florie
Broccoli City was one chapter in a partnership that continued with the Black Beauty Roster Creator Summit in Los Angeles. Florie is open to brand partnerships across beauty, lifestyle, travel and culture.
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