Cherice Williams didn’t set out to create a haircare empire—she just wanted to save her own hair. Originally from Jamaica, she put her college education on hold to move to the U.S., where she juggled housekeeping and waitressing jobs to make ends meet. But a health diagnosis changed everything, pushing her to develop a homemade solution that would ultimately become BLAQ Luxury Hair—a multi-million dollar brand transforming hair care for women around the world.
A Diagnosis That Sparked a Business
Williams was diagnosed with Polycystic Ovary Syndrome (PCOS) in 2018, a condition that affects millions of women but often goes undiagnosed—especially among Black women. One of the symptoms that hit her the hardest? Severe hair shedding and dryness.
At first, she didn’t realize what was causing it. But after discussing it with her doctor, she learned that her hair issues were tied to internal imbalances. The solution? Switching to all-natural hair products.
There was just one problem—the products recommended to her were outrageously expensive.
“I was working as a housekeeper and waitress at the time, and I just couldn’t afford those high-end products,” Williams recalls. “So, I started experimenting and making my own.”
Her first creation? A homemade hair growth oil infused with natural ingredients, including Jamaican Black Castor Oil—paying homage to her Caribbean roots.
She wasn’t thinking about business—she just wanted something that worked. But when she shared her struggles in a natural hair community, women started asking if they could buy her oil. She hesitated, wanting to give it away for free, but they insisted on paying.
Then, one night at 3 AM, she got an unexpected notification: someone had placed an online order. That moment marked the beginning of her entrepreneurial journey.
Growing a Brand With No Budget
Unlike big brands with hefty marketing budgets, Williams had to get creative. She relied on word-of-mouth, posting in online hair communities, and reaching out to influencers for organic shout-outs. Many turned her down or charged fees she couldn’t afford, but one risk paid off.
“I invested in a platform even though my rent was due—it was a huge gamble,” she admits. “But it gave us the exposure we needed.”
From there, she reinvested her profits into Facebook and Instagram ads, which helped her business take off.
Still, not every marketing effort was a win.
“I spent over $10,000 on influencer promotions and didn’t get a single sale,” Williams reveals. “A big following doesn’t always mean real influence. It’s better to put that money into targeted ads—you’ll see a better return.”
Scaling to a Multi-Million Dollar Business
BLAQ Luxury Hair exploded faster than she ever imagined. Within six months, she had shipped over 60,000 orders, forcing her to move out of her home workspace and into a 2,000-square-foot warehouse. Two years later, she expanded again—this time into an 8,000-square-foot facility.
Her products are now sold on Amazon, in beauty supply stores across the U.S., and internationally in the UK, South America, and the Caribbean.
Surprisingly, the COVID-19 pandemic accelerated her success. While brick-and-mortar stores struggled, online businesses flourished—and Williams was already ahead of the game with a strong digital presence.
Breaking Into Retail & Expanding the Line
Getting into physical stores wasn’t easy. Williams initially pitched directly to retailers, but many rejected her. Rather than giving up, she pivoted—partnering with a distributor who helped get her products into smaller beauty supply stores. This opened the door to wider retail distribution.
As demand grew, so did her product line. While she personally formulated her first oil, expanding required a manufacturer. She reinvested her profits into research and development, ensuring her brand maintained high-quality, custom-made formulations.
Success Without Losing Sight of the Mission
Despite her financial success, Williams remains deeply connected to her journey. “It’s humbling,” she says. “Money is great, but the real win is seeing women feel confident again—knowing I’m helping people like me.”
Her biggest advice to aspiring entrepreneurs? “Don’t be afraid to fail. Every mistake is a lesson that moves you closer to success.”
BLAQ Luxury Hair continues to thrive, proving that passion, persistence, and a problem-solving mindset can turn personal challenges into powerful businesses.
Find BLAQ Luxury Hair products on Amazon and their official website.
https://blaqluxuryhair.com/
