Cherice Williams, a Jamaican-born entrepreneur, never imagined she would one day run a multi-million dollar haircare brand. After immigrating to the United States, she put her education on hold at the prestigious University of the West Indies and took on jobs as a waitress and housekeeper to support herself and her family. But a personal struggle with hair loss, triggered by her PCOS diagnosis, led her to create a solution that would change not only her life but also the lives of countless women around the world.
A Personal Struggle Turned Business Opportunity
Polycystic Ovary Syndrome (PCOS) affects an estimated 8–13% of women of reproductive age, with up to 70% of cases going undiagnosed. Black women, in particular, face a higher risk of insulin resistance and infertility while also being more likely to have their symptoms overlooked by medical professionals. Among the many symptoms, hair loss and brittle hair are common struggles—something Williams knew all too well.
Diagnosed in 2018, she began noticing severe shedding and dryness in her hair but had no idea what was causing it. After extensive research and discussions with her doctor, she realized the issue was internal. Her doctor advised her to switch to hair products free from synthetic ingredients, but the recommended solutions were too expensive on her salary. Instead of giving up, Williams took matters into her own hands.
“I was working as a waitress and housekeeper at the time, and the products my doctor suggested were basically a quarter of my paycheck,” Williams recalls. “So, I took the initiative to start making my own at home.”
She developed her first product, a hair growth oil, using natural ingredients—including Jamaican Black Castor Oil, a nod to her Caribbean roots. What began as a personal remedy quickly gained interest from women in a natural hair group she was part of. Initially, she wanted to give it away for free, but members insisted on paying, leading to her first sale.
A week after officially launching, Williams woke up at 3 AM to find that someone had purchased her product online. “I had no labels on the bottles or anything,” she says. That same customer returned to buy more and remains a loyal supporter to this day.
Building a Brand With No Marketing Budget
Unlike many entrepreneurs who start with a solid marketing plan, Williams built BLAQ Luxury Hair with little to no resources. In the early days, she relied on grassroots marketing, engaging with natural hair groups and reaching out to influencers for free shout-outs. Many asked for advertising fees she couldn’t afford, but one opportunity changed everything.
“I took a leap of faith with a platform, knowing my rent was due, and it gave us our first push,” she explains. From there, she reinvested her earnings into Facebook and Instagram ads, leading to exponential growth.
Despite her success, she warns aspiring entrepreneurs against blindly investing in influencer marketing. “I’ve spent over $10,000 on influencers and didn’t get a single sale,” she reveals. “Not everyone with a large following is the right fit for your brand. Start small—put $200 behind a social media ad, see the return, and reinvest strategically.”
Scaling to a Multi-Million Dollar Operation
Within six months of launching, BLAQ Luxury Hair had fulfilled over 60,000 orders, forcing Williams to move from her home setup to a 2,000-square-foot warehouse. After two years of rapid expansion, the company upgraded to an 8,000-square-foot facility. Today, BLAQ Luxury Hair products are available on Amazon, in domestic beauty supply stores, and in markets across the UK, South America, and the Caribbean.
The COVID-19 pandemic unexpectedly boosted the business. With physical stores shut down, customers turned to online shopping, where Williams had already established a strong presence. “The pandemic was great for me,” she admits. “People were shopping through Amazon and direct websites—that’s where we thrived.”
Overcoming Challenges & Expanding the Product Line
Getting BLAQ Luxury Hair into retail stores wasn’t easy. Williams initially pitched her products directly to retailers but faced multiple rejections. Instead of giving up, she found a distributor who purchased her products and sold them to smaller beauty supply stores—an essential stepping stone to broader retail expansion.
Her product line also grew strategically. Without initial funds for professional formulation, she developed the first oil herself. Once the company generated enough revenue, she hired a manufacturer to custom-create new products, navigating the costly research and development process.
Staying Grounded Despite Financial Success
Despite becoming a millionaire, Williams remains deeply connected to her roots. “The experience humbles me,” she shares. “My biggest accomplishments aren’t just financial. Providing quality products to my community and creating jobs is what truly fulfills me.”
Her advice for aspiring entrepreneurs? “Embrace failure as a learning opportunity. Every setback teaches you something valuable that can fuel your success.”
BLAQ Luxury Hair continues to thrive, proving that resilience, innovation, and a passion for solving real problems can transform even the most unexpected challenges into a thriving business.
You can purchase BLAQ Luxury Hair products on their direct website or Amazon.
https://blaqluxuryhair.com/
