Rooted In Curls, Locs, & Love

Shateria Beauty was born from a real love story—and a real hair journey.

Shateria Beauty was founded by husband-and-wife team Dandria Shateria Williams and Terrance L. Williams, two entrepreneurs with different hair textures but one shared belief:

Healthy hair should never require compromise.

Dandria wears locs. Terrance wears natural curls.

Like many people with textured hair, they spent years searching for products that actually worked without harsh ingredients, heavy buildup, or complicated routines. Dandria needed products that nourished and maintained her locs without leaving residue. Terrance needed moisture and definition for his curls. Yet most products seemed to force people into separate categories.

They realized something important:

Healthy hair starts with healthy ingredients—not labels.

So instead of creating products for just one texture, they created a brand designed to support the entire textured hair community.

Built From Home, Built With Purpose

What began as a personal journey quickly became a mission.

Using plant-based ingredients inspired by nature, the couple began developing formulas that focused on scalp health, moisture retention, and long-term hair wellness. Their goal wasn't simply to create products that made hair look good for a day—they wanted products that helped people build healthier routines for years to come.

Every formula is intentionally crafted with vegan ingredients and designed to work for:

Natural curls
Locs
Protective styles
Coils and kinks
Beards
Families with multiple hair textures

Because in their own home, one routine had to work for both locs and curls.

More Than Haircare

For Dandria, beauty has always been personal.

As an entrepreneur and advocate, she believes confidence and wellness go hand in hand. Over the years, she has connected with customers whose stories have reinforced the deeper purpose behind Shateria Beauty—individuals experiencing hair loss, people beginning natural hair journeys, cancer survivors rebuilding confidence, and families simply looking for clean products they can trust.

Those conversations helped shape the heart of the brand.

Shateria Beauty exists to remind people that hair is more than style—it is identity, culture, confidence, and self-expression.

From Kitchen Conversations to National Opportunities

What started with late-night conversations and small batches has grown into an award-winning Black-owned beauty brand.

Shateria Beauty has:

Won First Place at the Joseph Business School Venture Capital Summit
Been selected for the Amazon Black Business Accelerator
Been featured by WBEZ Chicago
Participated in retail readiness and accelerator programs designed to prepare emerging brands for national growth
Expanded to customers across the United States through e-commerce and marketplace partnerships

Yet despite the growth, the mission has remained the same:

Create clean, effective haircare products that bring curls and locs together.

Why the Name "Shateria"?

The company is named after founder Dandria Shateria Williams, because the brand represents something deeply personal.

It represents family.

It represents faith.

It represents perseverance.

And it represents the belief that success is built one customer, one order, and one testimony at a time.

Our Promise

At Shateria Beauty, we believe:

Haircare should be simple.
Ingredients should be intentional.
Texture should be celebrated.
Confidence should be accessible.
And no one should have to choose between healthy hair and healthy ingredients.

Today, Shateria Beauty continues to serve customers who wear curls, coils, locs, protective styles, and beards with products designed to nourish from scalp to ends.

Because whether you wear locs like she does or curls like he does—

Healthy hair has no label.

She has locs. He has curls. Together, they built one haircare brand for both.