For Black women, hair is a source of identity and pride, which is why it requires thoughtful care. Protective styles like braids and Locs are not only about aesthetics, but above all, they also demand consistent upkeep and maintenance. Braidmasters truly understands the braiding journey, offering products designed to ease discomfort from the first braid to the final takedown. In this interview, founder April Williams shares her path to launching the brand and the values behind it.
From Finance to Beauty, From Data to People
Wearing a red suit, April walked into the BNB office with a confident, lively energy that immediately captured attention. She exuded a sense of wit and effortless poise, the kind of person who brings humor and ease into any room. “My job was to collect data and extract meaningful insights. Later, as a consultant, I focused on analyzing growth potential and operational strategies for companies. Honestly, I didn’t realize back then how much I enjoyed connecting with people, how easily I laugh, or how naturally funny I am.”
Life Changed by COVID-19, and the Birth of a Brand
Born and raised in New Jersey and educated in New York, April now lives in Georgia with her two daughters. A turning point came in 2020, at the start of the pandemic. With more time at home, she began experimenting with hair styling and creating products alongside her kids, sparking a new passion that would later grow into something much bigger.
Even before that, April had a chance encounter with someone from the beauty industry during a dinner with a friend. That meeting helped her build connections within the industry and gradually shaped the vision for the brand she wanted to create. “It was great timing, but more importantly, I met the right people. They naturally connected me with the individuals I needed to know.”
During the uncertain period of the pandemic, April began to reflect on herself. “Why can’t I do this? I use these products every day, so why do I always have to rely on other brands?” This question sparked the idea for her own brand. Despite having no experience in the beauty industry, her eagerness to learn was clear. She read books, attended conferences, and connected with experts, refining her vision for the values and ingredients she wanted in her products. Gradually, her ideas evolved into a fully-fledged brand.
Discovery of a Market Born from a Choice for her Daughter
Braid and Loc Gel Origianal
Braidmasters’ first product was a gel created for her youngest daughter. “My daughter wanted Locs, and gel is essential for any styling.” Since it was for a child, it had to be light and non-irritating. Many natural products on the market were either sticky, heavy, or left a lingering smell. So, April researched ingredients and textures and created the gel herself. This led to the launch of the brand’s first product: a versatile formula for smoothing edges or starting braids and Locs.
But soon, she faced a new challenge. While the Locs hairstyle itself was great, maintaining them wasn’t easy. “Locs are thick and dense, so they don’t dry quickly. My daughter loves swimming, and kids sweat a lot, so her hair inevitably starts to smell damp.”
When you undo braids, the style is finished, but Locs require ongoing care. To solve this, April developed a refresher specifically for braids and Locs. While refreshers for wigs were common, products for protective styles were hard to find. “That’s when I knew for sure that this was a product that was needed.” Braidmasters’ refresher contains alcohol, allowing it to dry quickly while eliminating unpleasant odors. And that’s how the second product was born.
‘Stop Patting’: The Solution to Beauty Routines Born from Discomfort
When asked about the brand’s flagship product, April immediately mentioned Stop Patting. Maintaining a styled hairstyle often leads people to tap their scalp to relieve tension. “Just hearing the name, everyone says, ‘Ah, that one!’ It resonates even before it’s fully explained.” Braidmasters’ Stop Patting can be sprayed over styling gel without disturbing it, thanks to its alcohol-free formula. “You can use it with braids without any issues, as it won’t wash out the gel. That’s the main advantage.” When applied to a dry scalp, it absorbs quickly and works more effectively. “Alcohol can be irritating. It can cause a burning sensation or trigger breakouts. Braidmasters’ Stop Patting eliminates those concerns.” It’s already recognized as a practical and intuitive product by users.
True Care Beyond a Single Styling: Braidmasters’ Full Lineup
April introduces the products in a step-by-step usage flow: “First, tidy up your hair and set the style with gel, using it all the way to the ends. If your scalp itches, apply Stop Patting to soothe it without irritation. When it looks dry, add moisture with oil, and if the smell bothers you, just spray the refresher.”
left)Knot Remover Detangler right)Growth Oil
Another standout product is the Knot Remover. When braids are worn for an extended period, stray hairs, gel, and dust can accumulate. This product helps clean it all up. “We lose hundreds of strands daily, but they get trapped while styling. Knot Remover gently loosens tangles before you undo the braids. After applying it for about 30 minutes, the braids come apart easily without pulling, and it removes leftover product or dust without damage.”
April defines Braidmasters as a “real care brand” that goes beyond styling. “We don’t just create styles and call it done. We address issues like itchiness, odors, dryness, and tangling. Offering all those solutions in one brand is meaningful.” Braidmasters aims to ease the everyday discomforts of people who choose braids or Locs. That’s the ‘hair care solution’ the brand is committed to providing.
As Always, Me — A Brand Created Authentically and with True Passion
When asked about Braidmasters’ goal, April pointed to “trust” without hesitation. She believes a true relationship with customers starts when the product works as promised and they return after their first use. Trust is also vital for retail partners. A product that retailers can confidently recommend builds trust with customers, and when that trust leads to repeat purchases, they feel the true impact of that choice.
April describes herself as “a really good listener” and values feedback, having received it throughout her consulting career. “One person’s words can represent the thoughts of ten,” she says. She believes even small feedback reveals market trends and shapes product direction, which is why she never overlooks it. For April, feedback is the fuel for progress.
That sincerity is fueling the brand’s growth. Braidmasters products are already available outside the U.S., including in Saint Martin, and April is planning to expand into markets like Canada, Europe, and Africa. “Black women and men everywhere want products they can trust. I want to deliver those products and take them as far as possible, as long as distribution allows.”
Throughout this journey, her two daughters have been strongest supporters, providing feedback on everything from scents to textures. Braidmasters is not only a way for April to live authentically but also a way to show her children how to do the same. “One day, my daughter said, ‘This scent… it’s the one I used to love when I was little!’ That moment made me realize how much this business means to both me and my kids.” That scent is now the brand’s signature. “I want to show them you can live your life on your own terms while doing what you love.” April plans to continue living this way every day.
