SIENNA GIRL JONES

Woman with dreadlocks and gold earrings wearing a textured gray and black top, standing indoors next to a white wall and a potted plant.

Dr. Astrid Williams | CEO & Founder

LET’S BUILD WHAT MATTERS

Let’s Build What Matters

We Work With Leaders Who Are Ready to Build Something Real.

Not performative. Not surface-level. Not trend-chasing.

We partner with forward-thinking brands, organizations, and leaders who understand that beauty, wellness, and identity are deeply connected — and that the most powerful brands are the ones brave enough to reflect that truth. If you're ready to invest in strategy that is culturally intelligent, equity-driven, and built to create lasting impact, you're in the right place.

Who We Serve:

Beauty & Wellness Brands You're navigating evolving consumer expectations around inclusivity, representation, and transparency — and you need more than a rebrand. We help you develop strategies that authentically engage diverse communities, strengthen brand trust, and ensure your messaging aligns with your values at every touchpoint.

Brand Founders & Executives You have a vision. We help you refine it, articulate it, and build the identity, storytelling, and market presence to match. We work with founders and C-suite leaders who are committed to standing out in competitive markets — without compromising who they are or what they stand for.

NGOs, Nonprofits & Community Organizations We partner with organizations working at the intersection of beauty, wellness, and community impact to develop campaigns, initiatives, and messaging that drive both awareness and meaningful change. If your work serves communities that have been historically underrepresented, we want to be in the room.

We offer carefully curated services tailored to each client's specific needs:

Strategic Brand Advisory — Advising CEOs, founders, and high-impact organizations on brand positioning, identity alignment, and market strategy.

Creative Direction & Campaign Advisory — Shaping the vision, narrative, and execution of high-impact campaigns rooted in culture and equity.

Speaking, Fireside Chats & Panels — Bringing expert perspective and thought leadership to stages, conferences, and brand activations.

Event Activations & Pop-Ups — Designing immersive brand experiences that build community, drive awareness, and leave a lasting impression.

LEARN MORE — WHAT WE DO

"Working with Dr. Williams on our Business of Beauty Program was nothing short of exceptional. From concept to execution, she brought a level of vision, professionalism, and creativity that elevated the entire experience for our members and guests. Her strategic coordination, attention to detail, and deep understanding of branding and beauty made the event both impactful and memorable. Astrid's ability to curate a dynamic space for conversation, empowerment, and connection left a lasting impression on everyone in the room. We are so grateful for her partnership and look forward to collaborating again in the future."

—Dr. Tora Brown, Former President, National Black MBA Association – Los Angeles Chapter
"Dr. Williams led the Beauty of Black Women Campaign with vision and purpose, celebrating Black women’s strength, beauty, and resilience. Through authentic storytelling and community engagement, she challenged social norms and honored diverse identities of women of color. Her work is reshaping perceptions and inspiring our communities.”

—Kellie Todd Griffin
President & CEO, California Black Women’s Collective Empowerment Institute
"It was an absolute pleasure interviewing Astrid on the Empower She Podcast. Her insights on confidence, branding, and showing up with intention were both inspiring and actionable. She brings a powerful blend of expertise and authenticity that truly resonates. Our conversation left me energized, and I know our listeners walked away with practical tools to elevate their presence and step boldly into their next chapter.”

—Jonisha Garica | Empowered She Podcast
“Thank you so much for sharing your expertise with beauty business owners at the Black Business Association Salute to Black Women Conference and for supporting the National Coalition 100 Black Women‑Los Angeles Chapter during the Beauty Without Compromise session. Your depth of knowledge, the way you broke down complex issues, and your commitment to protecting the health of Black women and girls made the conversation truly impactful.”

—Karmyn Downs, Ed.D | National Coalition 100 Black Women, Los Angeles Chapter, National Membership Committee Co-Chair & Immediate Past President
"Working with Astrid on the recent Masterclass collaboration was an inspiring and impactful experience. Her expertise, clarity, and passion for empowering women elevated the entire session and brought incredible value to our audience. She has a unique ability to blend strategy with authenticity, leaving participants feeling confident, informed, and motivated to take action. I’m grateful for the opportunity to collaborate and look forward to creating more meaningful experiences together."

—Ebony Robinson | Ebony Robinson Events