From Waiter to CEO: BLAQ Luxury Hair's Journey to Multimillion-Dollar Success
Cherice Williams, a Jamaican-born entrepreneur and owner of BLAQ Luxury Hair, had to pause her studies at the University of the West Indies after moving to the United States. She worked as a waitress and housekeeper to support herself and her family. Cherice's journey from these jobs to running a multi-million dollar haircare company was unexpected.
Facing hair loss due to her PCOS diagnosis, Williams created a hair serum oil to address the issue. Her determination led BLAQ Luxury Hair to grow from a side hustle to a multi-million dollar business. Cherice shared her health journey and company's growth in an interview.
PCOS affects 8–13% of women of reproductive age, with up to 70% undiagnosed cases. Black women with PCOS face higher risks of insulin resistance and infertility. Cherice's experience with dry, brittle hair and hair loss led her to start BLAQ Luxury Hair, offering solutions for herself and women globally.
Cherice Williams was diagnosed with PCOS in 2018, prompting her to create hair products suitable for her condition. Unable to afford recommended products, she started making her own at home, including a hair growth oil with essential oils like Jamaican Black Castor Oil.
Initially sharing her product in a natural hair group, Cherice gained her first customers who paid for the product despite her intention to gift it. Starting with online sales, she later expanded through social media advertising.
Launching BLAQ Luxury Hair without a formal marketing plan, Cherice initially reached out to influencers for shout outs. She advises starting small with online advertising and reinvesting returns for growth, cautioning against costly influencer marketing pitfalls.
Scaling her company rapidly, Cherice moved from a home-based operation to an eight-thousand-square-foot warehouse. Despite challenges during the Covid-19 pandemic, online sales thrived, leading to expansion into various markets.
Distribution initially involved pitching directly to retailers before switching to a distributor model. Cherice's approach to expanding her product lineup involved starting with the hair oil and later developing new products through research and development.
Despite financial success, Cherice remains humble and finds fulfillment in providing quality products to her community and creating job opportunities. She advises aspiring entrepreneurs to embrace failure as a learning experience on the path to success. BLAQ Luxury Hair products are available on their website and Amazon.