In 1994, Michael and Ramona Woods, President/CEO and Vice President/CFO respectively, decided to take their experience and passion for the beauty industry to a new level. They recognized the need for a multi-cultural hair care company that served professional salons with high quality products and education. Most of all, the couple sought to help future clients grow their own businesses and prosper. So the couple began their quest by mortgaging their home and sacrificing personal items to raise the necessary cash.

Their perseverance comes from unwavering faith and commitment, which they now use to motivate others through Ashtae Boot Camps, conventions, shows, and educational classes. Family, faith and finance are the core pillars of the Woods’ philosophy. As the company grows, the care and concern for their customers, distributors and the industry continue to be the driving forces behind their passion.