With Christmas quickly approaching and shoppers hunting for deals, Leslie Hughes, founder and CEO of Frizzy By Nature, saw an opportunity. She created a holiday solution that puts local Black businesses and community fellowship at the forefront.
Her answer was Frizzmas, a holiday extravaganza held Saturday, Dec. 6, across two levels of the Cortex Innovation District. Sponsored by Cortex Innovation District and Lillibridge Healthcare Services, Inc., the event combined commerce, culture, and community.
“Frizzmas is more than just a holiday event,” Hughes said. “It’s a way to celebrate local entrepreneurs, support small businesses, and give back in a fun, family-friendly atmosphere.”
More than a dozen small businesses were featured in the Frizzmas Blooming Business Market.
“These local businesses don’t have the support of a big marketing firm,” Hughes told KMOV’s Damon Arnold. “They aren’t in big box retailers, so we want to give them the shine they deserve.”
She did exactly that. Skin & Wicks, a luxury skincare line, greeted guests with floral aromas and products like Blossom Bliss lotion and Citrus Agave massage candles.
Other vendors included The Good Life Candle Company, which offered an interactive station where shoppers layered oils like mandarin or linen to create custom sprays. Deecee’s Cookies Made With Love brought holiday treats such as Jordyn’s Chocolate Dipped Pretzel and Magnolia’s Million Dollar SuperBar, a white chocolate confection with candied pecans.
Music set the festive tone. Four students from the HEAL Center for the Arts performed swing versions of R&B classics like Stevie Wonder’s “Isn’t She Lovely.” Saxophonist Kelvin Evens followed with smooth jazz covers of Black Christmas staples, including St. Louis native Donny Hathaway’s “This Christmas” and Boyz II Men’s “Let It Snow,” which features Brian McKnight.
Frizzmas also offered family fun. Big Brothers Big Sisters of Eastern Missouri sponsored an activities room, which included a coloring station where children decorated Christmas trees with stickers. Ready Readers distributed more than 100 books focused on celebrating Black joy, including “My Beads and Me” by Amber Bogan and Karla Bivens—aligning with Frizzy By Nature’s mission of honoring natural hairstyles.
Nearby, families lined up for photos with Mr. and Mrs. Claus. They were dressed in evergreen robes trimmed in white fur—and seated on a gold-accented chair with crimson-wrapped gifts at their side. The couple laughed and posed, filling the space with cheer as children embraced the tradition of holiday photos with Black Santa.
Instead of a toy drive, Hughes organized a Black hair care drive for the Little Bit Foundation, collecting shampoos, creams, and tools suited for curly hair. “We want to make sure these kids get products best for their texture,” Hughes told KMOV.
True to Frizzy By Nature’s mission, vendors specializing in textured hair were also present. Cynthia Bishop consulted with Ti of Natural Ti’s Loc Gallery about sisterlocks. Ti reassured her: “There is so much more versatility than there was even ten years ago.”
Frizzmas ultimately proved to be more than a holiday market—it was a living example of what Frizzy By Nature stands for: creating space where Black businesses, families, and culture are not only visible but celebrated. The event blended joy, tradition, and empowerment under one roof.
By centering community and amplifying entrepreneurs who rarely get the spotlight, Hughes and her team reminded St. Louis that supporting Black businesses is not just seasonal—it’s a year-round commitment to resilience, pride, and collective growth.
“Today was beautiful,” Hughes said. “It looks like this may turn into one of our bigger (rather than smaller) events come next year!”
Living It content is produced with funding by the ARPA for the Arts grants program in partnership with the Regional Arts Commission of St. Louis and the Community Development Administration.
