Tenere Williams is the founder and CEO of Slap That Ash, Inc., a company with a mission to help men and women improve the appearance and texture of their skin through the use of its innovative skin products. Skincare has been a part of Tenere’s life before in was trendy to have a skincare routine. Whether it was hand and body lotions or face moisturizers, his mother’s words continue rang true in his ears, (“Don’t walk out this house with dat ashy face / dem ashy knees!”). As a result, he has tried a wide range of lotion products throughout his life with very few choices that were effective. Most were too thick or too light or too greasy or left a residue or smelled funny...all of which, he would later find out, were issues that affected a wide range of people. One specific issue Tenere noticed was the lack of skincare options for men in the market. He noticed that when he would go shopping with his mom for her favorite skincare products, the store would be stacked from floor to ceiling with products for women, however, the men would have either no products for them or 1-2 shelves in a corner somewhere with every scent being either “musk” or “woodsy”. It was this lack of selection for men, along with a hilarious conversation during a return church trip from building homes in Mexico, that planted the seed for Slap That Ash.

But it was the unexpected and tragic passing of Tenere’s beloved wife, Brandie, from liver cancer in February 2024 (at the young age of 46), that taught him life is a gift to be appreciated and maximized. It drove him to pursue a dream to start a business and build a legacy for his family. Being thrust into solo fatherhood with two young daughters, Kaleb and Riley, Tenere wanted to provide an avenue to not only celebrate his wife's affinity for quality skincare but also be an inspiration to his daughters as an entrepreneur. Through Slap That Ash, Tenere’s goal is to bring men and women into the 21st century with skin care products that they will appreciate. Prior to starting Slap That Ash, Tenere spent 10 years in the commercial real estate industry as a commercial loan underwriter and a sales agent. Tenere was born in the Windy City of Chicago but was raised in Altadena, CA. He attended high school at Polytechnic School in Pasadena, CA, and returned to his family roots in Illinois to receive his Bachelor of Arts in Economics from Northwestern University. In his downtime, Tenere loves spending time with his daughters, is a huge supporter of all Los Angeles sports teams, and enjoys playing basketball, reading, and performing stand-up comedy.