Sherly Tavarez brings a community-first and culture-driven approach to her work with Cantu Beauty. As an entrepreneur and fashion and beauty consultant, Sherly blends content creation, brand strategy, and authentic storytelling to help shape meaningful connections. As a Consultant and Ambassador for Cantu Beauty, she plays an integral role in guiding social content and creative direction—grounding every initiative in real experiences, representation, and a genuine love for textured hair.
Please include a short blurb about yourself and your current role with Cantu.
Hi, my name is Sherly Tavarez, I’m an entrepreneur, fashion and beauty consultant in New York City. With a background in content creation and brand strategy, I specialize in building community-driven, culturally relevant storytelling within the beauty and fashion space. I’m a Consultant and Ambassador for Cantu Beauty.
Can you tell us about your role at Cantu and what drew you to the beauty industry in the first place?
I’ve grown with Cantu in so many ways. I first reached out through Instagram to share my genuine love for the brand—it was the first and only product I used for a long time when I began my natural curl journey. That relationship evolved organically: I started as an ambassador at events, then received support as I launched my own brand, and eventually joined the team as a consultant. Today, I oversee the content creation process across their social media platforms, which feels incredibly meaningful. It’s a privilege to work with a brand I truly believe in and to fully tap into my creative voice in the process.
How would you describe your creative style, and what routines or practices do you put in place to build positive momentum?
My creative style is expressive but grounded—it’s inspired by culture, community, and real experiences. I like blending storytelling with visuals that feel lived-in rather than overly polished. I want my work to feel relatable, confident, and honest. I think that is one of the main things that have attracted brands to work with me, my relatability. In terms of momentum, I’m big on routine. I create structure around my creativity so it doesn’t rely solely on inspiration. Simple practices like daily movement, intentional planning, and checking in with my “why” help me stay focused and positive. Consistency is what keeps my creativity flowing.
What’s one habit or ritual you practice daily that helps you stay grounded and focused?
Going for a walk. This really helps me clear my mind, get my steps in and reminds me that I have the privilege to move my body. Even if I don’t get a workout on that day, going for a walk is non-negotiable. I have actually gotten some of my best ideas on my walks, which proves to me that it really does give me clarity. If I’m walking alone, I will listen to my favorite playlist and just sit with my thoughts. It’s truly the best.
How do you encourage creativity and collaboration within the brand and outside the brand?
For me, collaboration starts with trust and communication. Within the brand, I encourage open idea exchanges and make space for different voices to contribute creatively. I want people to feel empowered to share ideas, even if they’re still evolving. Outside the brand, I collaborate closely with creators and the community, treating them as creative partners rather than just talent. Their lived experiences and perspectives help shape more authentic storytelling, and that collaborative energy keeps the brand grounded and forward-moving.
What’s one thing about your day-to-day role that most people don’t see—but is essential to your business?
One essential part of my day-to-day role that often goes unseen is the time spent studying social media for inspiration and emerging trends. It’s a constant process, but it’s key to keeping ideas fresh and culturally relevant. The real work is finding the balance between what’s trending and what genuinely aligns with the brand’s voice. It can be time-consuming, but when that balance clicks and the content resonates, it makes all the effort worth it.
What’s the most rewarding part of working with a team that shares your passion for textured hair and curl care?
Working with a team that shares my passion for textured hair is incredibly rewarding because there’s a shared understanding of why this work matters. Textured hair is deeply personal, and being able to collaborate with people who respect that and bring their own experiences to the table creates a strong sense of purpose. It makes the work feel intentional and truly impactful.
Outside of work, how do you like to unwind or have fun?
Outside of work, I enjoy traveling, exploring new neighborhoods, and drawing inspiration from everyday life—fashion, music, and culture. I also make space to unplug and recharge, because those quieter moments are just as important to my creative process as the busy ones.
If you could describe yourself in three words, what would they be and why?
Visionary, collaborative, and intentional. I’m always thinking big, but I believe the best ideas come from collaboration, and I’m very intentional about creating work that feels meaningful and authentic.
Who or what inspires you—personally or professionally—to keep pushing the brand forward?
Personally, I’m inspired by people who are unapologetically themselves—especially those who’ve had to unlearn beauty standards to embrace their natural hair. Their stories remind me why this work matters. Professionally, I’m inspired by the creative community around me and the opportunity to keep evolving the brand in ways that feel honest, culturally relevant, and empowering.
Which Cantu product or launch has been a personal favorite of yours, and why does it hold a special place for you?
The Cantu Weightless Collection has been a personal favorite of mine because I had the opportunity to be involved from the very beginning—from testing the formula to working on bottle design, and ultimately introducing it to the natural hair community. One of the most rewarding parts was creating the influencer experiences around the launch. This collection felt especially exciting because it represented something new for the brand. It was designed for people who loved Cantu but felt the original line was a bit too heavy for their curl type. Seeing the community respond with excitement and finally feel seen by the brand made the entire launch incredibly meaningful for me.
If you could give one piece of advice to other leaders in the beauty industry about building a positive team culture, what would it be?
I think the most important thing is creating an environment where people feel valued and safe to share ideas. When leaders lead with empathy and trust, it builds confidence and collaboration. A positive culture comes from consistency, transparency, and genuinely caring about the people behind the work.
