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.

The company, Ashtae, is named after their two daughters, Ashley and Taylore. As difficult as it was in the early years of the company, Michael and Ramona never lost sight of their vision. They began by distributing their high quality hair care products from a barn behind their home. Mistakes made during the youth of the company taught them lessons that they now share with other new businesses.