Style & Create: Natural Beauty Professional Wants to Give You “A Perfect 10” Hair

This week’s Style & Create series profiles April Williams, a licensed cosmetologist and founder of A Perfect 10 Hair, a line of natural hair products. Williams saw something missing from the natural hair industry, so she created it.

Style & Snow: I understand your grandmother encouraged you to start your natural hair care line. Please tell our readers the full story.

April Williams: While at a wedding reception, my grandmother complimented me on my daughter’s hair style, and asked what products I used to make her hair so soft. I told her about the “concoction” I created specifically for her. We talked about how Tiyonah (my daughter) has always been allergic to most hair products, which caused her to have an itchy scalp, and even break-outs at times. My grandmother asked if I’ve ever considered selling the product. At the time I told her “no”, but never forgot about the suggestion. When she passed away (6 months later), is when I started thinking about actually building my brand. That is when “A Perfect 10 “was born.

S&S: What is the meaning behind the name “Perfect 10 Hair”? How did you come up with the name?

A.W.: I’ve always been apprehensive about using products with a long list of ingredients, especially on my daughter’s hair. When I began putting product recipes together, I wanted to limit each product to no more than 10 ingredients. The “A” is for April (me). “Perfect 10” has many meanings, the “perfect” combination of 10 ingredients in every product. Whenever our hair is done, we tend to feel better about ourselves right? So let’s say we feel like “A Perfect 10”. Also, my products are affordable with each one costing $10.
S&S: Your tagline is “good hair = healthy hair”, why do you think this message is important?
A.W.: How many times have you heard someone say “he or she has good hair”? For little girls like my daughter who has more of a kinkier, coarser texture, I wanted to erase that stigma, or break the cycle of believing that good hair is a texture. At “A Perfect 10,” good hair is healthy hair, no matter how curly, coily, or kinky your strands are.
S&S: Are your products good for all natural hair types? Are your products “good” for relaxed hair as well?
A.W.: Yes, my products are great for anyone with naturally curly or textured hair. Only some of my products can be used for relaxed hair as well like my Growth Oil, Deep Conditioner, Shampoo, and Styling Balm.
S&S:You started your line almost 3 years ago (April 2013), how was the process of starting your own business? What are some of your best moments? Challenging moments? What have your learned from starting a natural hair care line in particular?
 
A.W.: My mother owned a clothing store when I was younger, so I already knew about purchasing wholesale, and how to price my products to ensure a profit. The best moments have been getting customer feedback. When customers email me about how much they love my products, it’s very rewarding. My most challenging moments have been balancing family and business. I have an 11 year old daughter, and two sons ages 5 and 2. There are plenty of late nights and early mornings. Every product is made to order (by me). I even design and print the labels myself. I’ve learned that our hair comes in many different textures, as we all have different hair care needs. I try to reflect that in my products.
A.W.: My mother owned a clothing store when I was younger, so I already knew about purchasing wholesale, and how to price my products to ensure a profit. The best moments have been getting customer feedback. When customers email me about how much they love my products, it’s very rewarding. My most challenging moments have been balancing family and business. I have an 11 year old daughter, and two sons ages 5 and 2. There are plenty of late nights and early mornings. Every product is made to order (by me). I even design and print the labels myself. I’ve learned that our hair comes in many different textures, as we all have different hair care needs. I try to reflect that in my products.
 
S&S: You transitioned back to natural hair (in 2011?) with your daughter who once considered relaxed hair as “nice and smooth.” How was the experience showing her that her hair and any hair type is beautiful? How was your journey with transitioning?
 
A.W.: Transitioning was a learning experience for the both of us. I had to learn what products worked for our hair types, and create cute styles. We did it together, and I think by watching me my daughter learned to love her hair texture that is unique to her. We transitioned for one year, and trimmed our ends every two months. My daughter wore a lot of braided styles during that time, and I wore crocheted styles. As of September 2012 we are completely natural. These days I cannot pay my daughter to straighten her hair. She loves her ‘fro, and twist-outs are her favorite styles.
S&S: What is the most popular product from your line? For new customers, what would be the best product to try first?
 
A.W.: My most popular product is Whip in the Moisture. A thick and rich hair cream designed to moisturize and penetrate your hair strands. The Love Me Deeply deep conditioner would be the best product to try first. Or the Watch My Length growth oil.
S&S: What would be your advice to someone transitioning or considering going natural?
A.W.: From the start you should know that natural hair is not low maintenance hair. However if you learn to care for your hair the process is very fun. Don’t have “hair envy” or wish that your hair looks like someone else’s, because it is uniquely yours. Concentrate on healthy hair first, and the length will come. Do your research, and learn to “listen to your hair.” Remember, what works for one person may not work for you. Stay focused on your goal, and don’t get discouraged.
 
S&S: Which products should every natural girl always have in their hair cabinet?
 
A.W.: Every natural girl should have a deep conditioner, a leave-in, an oil, a spray bottle for water, either a cream or gel based styling product, a bonnet,  and lots and lots and lots of hair pins.
S&S:What are some personal hair routines you do to your own natural hair?
 
A.W.: I shampoo whenever I feel my hair needs it, whether it’s once a week, or three times a week. I oil my scalp daily, and deep condition twice a month, or prior to any protective style. Right now, I am currently on a crochet braid challenge until June 2016.
Don’t Strip Black Castor Moisturizing Shampoo for $10 on APerfect10.Biz
S&S:What advice would you give mothers who have kids with natural hair or want to transition their kids hair to natural?
A.W.: Every mother should encourage their daughters to love their hair. Remind them often that their hair is beautiful. Point out things that you like or love about their hair, and ask them to tell you what they like about it. Embrace their unique textures, and show them that natural hair is versatile. If you don’t know how to manage [your] hair, seek help from a person that is natural or a natural hair stylist.
S&S: You currently have 9 different products, are you planning on adding any more?
A.W.: Yes. I am always combining new ingredients, and researching. Some products are currently in the “testing” phase, and some are currently awaiting packaging. In the near future there will be a hair repair mask, hot oil treatment, and a co-wash conditioner to name a few. Stay tuned.
S&S: Besides the hair products, you sell glitter mixes for nails. Are you planning on making any other nail products?
A.W.: Yes, I am excited about expanding TAT Your Nails as a brand. There will be nail polish, cuticle oils, and hand creams to name a few.
S&S:Are you currently looking for any interns, partners, sponsors? If so, what’s the best way for someone to show their interest?
A.W.: If any YouTubers, Vloggers, or Bloggers would like to do a product review on A Perfect 10, they can email at Aperfect10hair@yahoo.com. At this time, I am not looking for interns or partners.
 
S&S: Anything else you would like to share with our readers?
A.W.:” A Perfect 10″ products are paraben, sulfate, silicon, mineral oil, petroleum, and alcohol free.
You can buy products here. Keep up with products and promotions on Facebook ,Instagram or at APerfect10.Biz.
All Photos are courtesy of April Williams and APerfect10.Biz.
Update:
April Williams is a licensed cosmetologist, natural hair care specialist and owner of the only natural hair care salon “A Perfect 10 Hair,” the same name of her natural hair care line. She is now the natural hair columnist of “Ask April” for StyleandSnow.com. Send your questions to April via e-mail at APerfect10Hair@yahoo.com orStyleandSnow@gmail.com with subject line “#AskApril”
Photos courtesy of April Williams’ Instagram
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