Photo by UK Black Owned
Photo by Tommy Williams on LinkedIn

Tommy Williams

Co-Founder & CEO

All Shades Covered


Co-Founder & CEO


All Shades Covered


United Kingdom








What makes Tommy Williams a Global Shaker?

Growing up in a household of women, Tommy Williams grew frustrated for his mother and sisters, who frequently bemoaned the lack of affordable hair products for black women.

The former investment banker realised that there was a massively-underserved market for such products, and set about establishing a company which aims to minimise the occurrence of bad hair days for women of colour across Europe. Along with childhood friend and fellow business whizz Sanmi Ogunmola, Tommy Williams established All Shades Covered (ASC), the popular e-commerce platform which sells hair and beauty goods, exclusively for black customers.

The pair wasted no time in putting together their business model, securing the aid of angel investors only weeks into its existence. Williams and Ogunmola were then accepted onto True, the celebrated accelerator program, where they learned to visit supply chains, factories and salons directly to keep overheads low.

All Shades Covered is now thriving, with an impressive customer base in Europe and operations across Africa. For his entrepreneurial efforts, Tommy Williams has been named one of Forbes’ 30 under 30, recognising the brightest young business people in the world.

Williams has a degree in economics and management from the University of Oxford.

Last updated: May 28, 2019