Ameenah Cheryl Shaw

Ameenah Cheryl is a founder, educator, and leadership facilitator with over a decade of experience running a purpose-led business. Since launching her company in 2011, she has navigated multiple seasons of growth, personal transition, and reinvention — including a major pivot in 2020 that expanded her work into education and self-regulation–based development.

As a mother of three, Ameenah Cheryl brings a grounded, real-world understanding of how emotional capacity, identity, and self-belief intersect with leadership and visibility. Her work focuses on strengthening women’s self-belief and self-trust by supporting them to develop healthier, more compassionate relationships with their hair, physical appearance, and sense of self — recognising these as foundational to confidence, leadership presence, and how women show up in the world.

Ameenah Cheryl is known for creating honest, psychologically safe spaces where women can explore identity, regulation, and self-perception while gaining practical tools to lead and live with greater clarity and confidence.