A Perfect 10 Self Care Studio

Our Story

My name is April Williams, licensed cosmetologist, and the creator of A Perfect 10. I made the decision to stop relaxing my hair in 2011. My motivation was my daughter Tiyonah(age 7 at the time). Tiyonah began requesting a relaxer so that her hair can be "nice and smooth" just like her mommy's. Because I began receiving relaxers by my mother when I was that age, I gave in and applyed the chemical to Tiyonah's hair. Needless to say, it was the worst decision for Tiyonah's hair. It made it very thin, and her scalp was very sensitive. That's when I made the decision to "break the cycle" of girls becoming conditioned at a young age into thinking they "need" to have silky straight hair to feel beautiful. I began doing research on hair health, and made the decision to transition back to natural hair with my daughter. I wanted to show Tiyonah that textured, or kinky hair can be just as beautiful and versatile. So together we embarked on a journey back to natural hair. We decided that we would focus on hair health while on our new hair journey.

I began researching ingredients, and realized that a lot of products marketed for "natural hair care" were full of harsh chemicals that were bad for our hair. On top of that, Tiyonah has always been sensitive to strong fragrances, which caused her scalp to itch. By researching essential oils, butters, humectants, emollients, and vitamins; I created my first product - Whip in the Moisture. The thought of selling, or marketing the product never crossed my mind. Whip in the Moisture didn't even have a "name" at the time. It was just a whipped butter, infused with essential oils that promote healthy hair growth while moisturizing our hair.

In 2012, while talking to my Grandmother, I began telling her about the product I used on my and Tiyonah's hair. My Grandmother suggested that I sell it to other naturals. She also gave me ideas for other products to create. That would unfortunately end up being the last conversation we would ever have. I began doing more research and created more products. In doing so, I realized that all I needed was a combination of 10 key ingredients to ensure that our hair was soft, manageable, and properly moisturized. Hence the name, A Perfect 10. I then launched my product line as a birthday gift to myself, and in honor of my Grandmother in April of 2013. Hopefully my products have lived up to her expectations.