GU Creator’s House returned to New Orleans for its second year with a dynamic, two-day experience that celebrated creativity, connection, and community. Held on Saturday, July 5th and Sunday, July 6th at Common House New Orleans, the weekend served as a hub for digital creators, cultural tastemakers, and rising talent to gather during ESSENCE Festival.
The program featured a variety of engaging breakout panels including Going Viral: Become An Influencer IRL, Partner In Prime, What The Twitch, Mic’d Up, and DND: Loyalty Isn’t A Life Sentence. Each session offered unfiltered insight into the ever-evolving creator economy and was powered by a lineup of fresh, forward-thinking talent including Zoe Spencer, Frankie Bleu, Casey and Sydney Winbush, Mecca Evans, Jamila Bell, Justine’s Camera Roll, Justin Frett, Khiari, JC Carter, and Davey Bad.
In a special partnership with Refinery29’s Unbothered brand, Girls United hosted two standout panels that amplified authentic storytelling. My Soundtrack featured a candid conversation with Lady London, while Bothered or Unbothered brought Khiari and stylist Scot Louie together for a discussion rooted in personal style, creative growth, and learning how to block out the noise.
Brand activations throughout the weekend provided both education and elevation. L’Oréal Paris hosted a powerful session titled Stand Up Against Street Harassment, led by creator Jae Gurley and Right To Be representative Alberto Lorenzo. The moment equipped attendees with practical tools and strategies to safely respond to and navigate instances of public harassment.
Smartwater offered two immersive experiences designed to promote beauty and wellness through the lens of hydration. The Beauty Refresh Bar, an amplification of the ESSENCE Beauty Awards, featured pampering services, a curated product showcase of Black-owned beauty brands, and a comfortable lounge where guests could relax and replenish. A custom photo moment gave attendees the opportunity to capture their glow-up in real time. The second activation, Under The Shade with Smartwater, delivered cooling calm and beauty touch-ups—all powered by Smartwater alkaline with antioxidant. Designed as a breezy escape from the New Orleans heat, the experience drove home the message that smart hydration is an essential step in any beauty and lifestyle routine.
GU also teamed up with creator agency Kensington Grey to bring even more curated energy to the weekend. On Saturday evening, the House of Influencer mixer welcomed New Orleans-based influencers, visiting creators, and the agency’s roster to an all-white celebration of community and style. Juvia’s Place, CoverGirl, and Bailey’s sponsored the experience with custom drinks, photo activations, light touchups, and gifting. The following day, Kensington Grey returned to lead Influencer 101 with Kensington Grey, a conversation featuring KG employees and creators Liz Lem, Erin Garnes, Shay Nicole, Natasha Mathurent, and Nicole Bynoe. Together, they broke down the business of influence and shared what it really takes to grow a brand with purpose.
From live panels to beauty moments, GU Creator’s House 2025 proved once again that when culture, creativity, and community collide, magic happens.