The curls were popping last weekend when NYC welcomed Salwa Petersen to the Big Apple, with a host of fun pop-up events. Salwa was thrilled to meet so many new curlfriends and expand our #ChebeCircle!

We started the weekend off in the East Village at Treehouse Social Club with a well-attended press breakfast, followed by an evening soirée with some of the East Coast’s most stylish influencers. Attendees were thrilled to hit up our Braid Bar, where Treehouse founder Mischa G and her team of expert stylists used Salwa Petersen products to craft bold braids, whimsical waves and the cutest curls.

Festivities continued with two shopping events at Pretty Well Beauty in Lower Manhattan, and Rosa New York in Williamsburg. Partygoers sipped bubbly while schmoozing with Salwa herself, as they learned all about our line of ultra-hydrating shampoos, conditioners and stylers.

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