Rapper Cardi B, influencer Alix Earle, and approximately 4,000 ticketed attendees are set to gather in an undisclosed Los Angeles location on September 19-20 for the 2026 Create & Cultivate festival, a two-day event aimed at empowering women in business. Often described as the “Coachella for career women,” the festival has expanded significantly since its founding in 2012, attracting high-profile figures such as Kim and Kourtney Kardashian, Jessica Simpson, and Martha Stewart. This year’s event is expected to draw its largest crowd to date, doubling previous attendance numbers.
Create & Cultivate seeks to provide a platform for women entrepreneurs amid a business landscape where female-owned companies have grown at a faster pace than those owned by men. According to a Wells Fargo report released earlier in 2026, women own over 40% of U.S. businesses but continue to face challenges in accessing capital and balancing caregiving responsibilities.
The 2026 festival will feature a range of speakers and industry leaders, including Good American cofounder Emma Grede, Bumble founder Whitney Wolfe Herd, and Olandria Carthen of Peacock’s “Love Island.” The event also highlights returning figures, such as Marina Middleton, who will serve as CEO of Create & Cultivate for the second consecutive year.
Middleton, born in Egypt and having immigrated to the United States at age eight, described the company’s approach as distinct from traditional business conferences. “We somehow have been able to create this large-scale event to make it feel very personal, to make it feel like it is created just for one individual,” she said. Middleton’s involvement with the brand began in 2021 after attending a Create & Cultivate event and later partnering with founder Jaclyn Johnson. Together, they repurchased the company from private equity firm Corridor Capital in late 2023, following Johnson’s initial decision to sell the brand in 2021.
Since reacquiring Create & Cultivate, Middleton and Johnson have rebuilt the organization, hiring new staff and expanding the company’s vision. Middleton envisions the festival becoming the world’s largest gathering for women in business, drawing comparisons to the Cannes Lions festival, a major event in the advertising and marketing fields.
The 2025 festival featured celebrities such as singer Ciara, businesswoman Ayesha Curry, actor Sophia Bush, WNBA All-Star Chiney Ogwumike, and Olympic gold medalist Jordan Chiles. While star power remains a draw, Middleton emphasized the importance of substantive content that provides practical insights and candid advice for attendees.
The 2026 program includes sessions like “Ask a Negotiation Expert: What You’re Leaving on the Table and How to Stop” and “My ADHD Built This: A Workshop for Founders Whose Brains Won’t Slow Down.” The festival also offers VIP experiences, such as a flash tattoo parlor, and a Connect program that employs AI-powered matchmaking to facilitate up to 20 one-on-one business meetings per attendee for purposes including hiring, networking, fundraising, and mentorship.
Middleton underscored the festival’s commitment to diversity, noting the significance of representation on stage and in the event’s content. She specifically cited the importance of visibility for women of color and expressed aspirations to one day host figures like former first lady Michelle Obama and media executive Oprah Winfrey, whom she described as evolving public figures who have continually redefined their roles in society.
Attendees like Ché Elizaga Castro, a San Diego-based video creator attending her third Create & Cultivate event, highlighted the festival’s role in fostering community among professional women. Castro described the event as an important space for connection and inspiration, noting the desire of other women in her personal network to participate in future editions.
As Create & Cultivate continues to grow, its leaders aim to maintain a balance between celebrity appeal and meaningful, actionable content, positioning the festival as a pivotal event for women pursuing business success and professional development.