With an eye for fashion and an unstoppable drive, Cosmetology alumna Sherrie Williams is building her own beauty empire
MATC alumna Sherrie Williams
Sherrie Williams is tangled in tresses and tendrils. When it comes to cutting, trimming, snipping and styling hair, her family roots are thick and luxurious.
Her aunt is a hairdresser. Her cousin works in a salon. Her two brothers are barbers. Her mother dabbled in styling. Her son attended cosmetology school.
"Hair is in my blood," said Williams, who was born and raised in Milwaukee.
Williams, who overcame learning disabilities and medical issues to earn a technical diploma in Cosmetology at MATC, opened her own salon in 2008. Later that year, she began concocting her own shampoos, conditioners, oils and treatments specifically to treat the natural hair of women, men and children of color.
Today, Williams styles hair and supplies products to a long list of personalities and celebrities, including actor Vivica A. Fox. Her line, called Simplistic B.S.C., includes nearly 30 different products and can be bought at grocery stores and major retailers like Fresh Thyme, Piggly Wiggly and Walmart. Williams also recently announced that Froedtert Health's network of hospitals and clinics throughout Wisconsin will use her products, making her the first African American in the nation to sell a hair care line to a major hospital.
"I've known Sherrie from a teenager up until now and the word that describes her best is unstoppable," said Marlon Lock, pastor of the church Williams attends, the Unity Gospel House of Prayer in Milwaukee. "Out of all the things she's been through, she refuses to not win. Her intentionality is unmatched. I think this is only the beginning. She's definitely going higher."
Finding her passion
Growing up, Williams had a passion for helping others cultivate their unique style. In middle school, she was the girl who did other girls' hair. "My mother's kitchen turned into a salon," she said.
In high school, she had a baby when she was 18 years old and another at 19. She was diagnosed with a learning disability and at times struggled with schoolwork. She got into fights. "I was bullied. The fights came from the anger I felt about being bullied," she recalled.
Williams did not finish traditional high school and opted to earn her diploma through MATC's Adult High School program. After completing the program, Williams came down with bacterial meningitis. She was still recovering in 2006 when she registered for cosmetology courses at MATC. Although she sometimes got ill, she completed her classes and served her apprenticeship at a Milwaukee salon. In her second year, Williams won the Cosmetology program's skills award — the first Black woman to receive the honor.
"While in school, she always gave her best — being present, on time, completing assignments," recalled Kara Walker, an instructor in the college's Barber and Cosmetology programs since 2004. "It was always her goal to be successful in the beauty industry."
Beauty start-up
Williams got married in 2009 and opened her own salon on 78th and Burleigh streets in 2010. Sherrie Cheriel's Hair Gallery is currently located at 138th Street and Capitol Drive in Brookfield. While styling, shaping and cutting in the salon, she started to experiment with hair product, such as shampoos and conditioners.
"I never paid much attention to shampoo until I was in school. MATC taught me the difference between products. I started to read the ingredients to see what worked and what didn't work," she said. "I started mixing my own, and customers started buying it. I began to think I was onto something, and it just exploded."
In 2018, with assistance and advice from her mentors Celeste Cuffie and Katina Washington, she started her company and sold products to individual customers and area businesses.
Williams considers herself a guide to women and young girls, especially of color. She teaches them to be comfortable with their natural, textured hair, which can be a struggle to keep clean, conditioned and healthy. With an experienced eye, she can break down almost anyone's hair, diagnose issues and suggest solutions.
"Knowing what you put on your hair is the same as knowing what you put in your body while eating," Williams said. "When you're young, hair grows at a fast rate. As you get older, it slows down and you need different things in it to stay healthy: protein, iron, vitamins. My products deliver all that."
Williams offers her expertise to mothers and children at free classes in the community. She has held events for the past several years at the Temple of the Holy Spirit, a church in Milwaukee. She shares tips on managing and maintaining healthy hair and encourages everyone to be proud of their style.
"Sherrie is an awesome, creative, innovative woman," said Gloria Tatum, pastor at the Temple of the Holy Spirit. "What she does with these young girls is amazing. She seems to know their mind and sensitivities. When she's here, you can see they feel better about themselves. You can see the smiles on their faces."
The road to success
For Williams, the future seems full of smiles. She plans to continue her community outreach and advocate for hair health. She serves on MATC's Barber and Cosmetology Advisory Committee, reviewing the courses offered by the college to ensure they meet the needs of employers.
She will keep working to place her products in more retail locations and attract more corporate customers. She also wants share her business journey with other budding entrepreneurs.
When it comes to hair, MATC's Walker doubts that Williams will ever have a bad day.
"Sherrie has soared in many ways. Her personality is very outgoing, bubbly and personable," Walker said. "I know that there is more in store for her."
Williams credits her technical college education and a loving family support system for her success. "MATC taught me a lot. The instructors really took their time with me," Williams said. "I consider my former instructors part of my great support system."
Learn more about MATC's Cosmetology program at matc.edu