Meet the Founders of Shateria Beauty: The Black-Owned Vegan Brand for Natural Hair

Terrance & Dandria Williams is a black married couple and the founders of the vegan hair care brand Shateria Beauty.

Chicago husband & wife Terrance & Dandria Williams both arrived at an emotional place in their hair journey. “I was dealing with itchy scalp constantly. No matter how often I washed and moisturized my hair, it felt dry and itchy. Ironically, I didn’t have any dandruff.” Dandria recalls. I’d often use popular products for natural hair but nothing was working.

Evolution was calling, yet it was hard to find products to meet their needs. “My hair flaked a lot and I started to get red patches from scratching. During the pandemic I found that apple cider vinegar was an ingredient I needed for my hair. It relieved my itchy and flaky scalp. However, there weren’t many natural hair care products on the market that had ACV as an active ingredient.”

In 2022, as Dandria was finishing up her business degree. Shateria Beauty was born as a school project. “ I was in my last year of school and my professor who happened to be a black woman with natural hair gave an assignment to create a mock business. I asked Terrance for his help because I really didn’t know what to do for this assignment.” Dandria explained.

After finishing the assignment, Dandria’s professor revealed that her assignment should be brought to the market. Terrance designed the logo & aesthetic, and the two began formulating products. The couple researched vegan ingredients and tested for the best formula on their own hair first. By October 19, 2022, the Apple Cider Vinegar & Aloe Vera Clarifying Shampoo formula was born.

Dandria and Terrance make the first batch of formula in their home.

In just a year, Shateria Beauty has launched 3 products with partnerships with Amazon and has been featured at Essence Fest. The new ACV line and Premium Vegan Hair Growth Oil has created vegan solutions for textured hair. Their mission is to cultivate a community that puts the care of natural hair first, with products ethically designed for the nurturing of curly and textured hair. Join the community and see what Shateria Beauty is doing for the state of natural hair care!