From the Afro pick to the California Curl the Morrow legacy lives on through Cheryl’s leadership, advocacy, and cultural storytelling.
In the heart of San Diego’s Encanto neighborhood, where community whispers of heritage and innovation intertwine, stands a modern custodian of cultural memory — Cheryl Morrow. Heiress to one of the most influential dynasties in Black hair care and a storyteller in her own right, Cheryl bridges two worlds: the rich legacy of her father’s groundbreaking innovations and her own voice as a journalistic publisher and cultural documentarian.
The Roots of a Revolution: Willie L. Morrow
At the core of this family’s narrative is Willie Lee Morrow (1939–2022), the legendary barber-chemist whose influence rippled far beyond Southern California. Born in Eutaw, Alabama, to sharecroppers Hollie and Olean Morrow, Willie’s journey began with a barber’s shears and a rare instinct for invention. After moving to San Diego and graduating from Independent Barber College in 1959, he opened a barbershop on Market Street that became more than a business — it became a cultural crossroads for a community seeking pride in its look and identity.
Willie Morrow’s contributions to Black hair culture are foundational. He invented the widely celebrated Afro pick — a tool that aided millions in embracing natural texture — and developed the early cold-wave perm system, marketed as the California Curl, which prefigured the 1980s Jheri curl craze. Through these innovations, Morrow didn’t just shape hair — he helped shape self-expression and community confidence during decades when Black beauty was often marginalized or misunderstood.
But his legacy wasn’t confined to hair alone. Willie also founded XHRM 92.5 FM in 1979 and the San Diego Monitornewspaper in 1986, media platforms that amplified Black voices and local entrepreneurship. His multifaceted life made him not only an industry pioneer but a civic anchor who mentored generations of stylists, broadcasters, and entrepreneurs.
From Legacy to Leadership: Cheryl’s Journey
Cheryl Morrow’s own story is crafted in tandem with her father’s. Born in San Diego in 1967, Cheryl trained as a cosmetologist, barber, and cosmetic trichologist, grounding her in the scientific and stylistic knowledge behind textured hair care from an early age. She deepened her craft with international experience — including salon management training at the Vidal Sassoon Institute and a vibrant stint in New York City that broadened her professional horizons.
Today, Cheryl is the Chief Visionary Officer (CVO) of California Curl and stewards her father’s legacy as publisher of the San Diego Monitor News, now digitized under her leadership. Under her stewardship, the paper continues its founding mission: to give voice to community stories often overlooked in mainstream media. Her embrace of digitization transformed the 65-year history of Black media in San Diego into a living archive, capturing more than 3,000 historical photos, publications, and artifacts that chronicle both family and cultural history.
As a publisher, Cheryl has combined her editorial influence with advocacy — notably defending the integrity and cultural importance of Black hair care products against unfounded health allegations and foregrounding the entrepreneurial legacy of Black-owned beauty brands.
The American Curl’: A Nostalgic, Funny, and Thoughtful Look Back
Cheryl’s latest passion project — and part of her broader commitment to cultural preservation — is the forthcoming documentary The American Curl. Set to release with much anticipation, this film offers a nostalgic, humorous, and insightful journey through the 1980s Jheri curl phenomenon and the deeper cultural currents it rode upon in African American life.
While the Jheri curl is often remembered for its glossy, iconic look — worn by figures from pop stars to everyday community members — The American Curl positions it as more than a trend. Through archival footage, commentary, and the personal lens of Cheryl’s family history, the film traces how textured hair care innovation became a symbol of self-love, identity, and Black entrepreneurial power. At its heart is the story of Willie Morrow’s California Curl — a precursor to mainstream narratives — and how a father-daughter legacy continues shaping culture beyond beauty aisles.
A Legacy Still Curling Forward
In blending journalistic rigor with cultural storytelling, Cheryl Morrow exemplifies how heritage can be both preserved and propelled forward. Her work honors her father’s contributions — not as static history, but as living, evolving stories that inform how we see beauty, business, and Black excellence today.
From barber chairs to print presses and now the silver screen, the Morrow name remains woven into the narrative of American innovation. And under Cheryl’s watchful eye, that story continues to unfold — with pride, with depth, and with curl.
Follow Cheryl’s journey at:
https://afrohairscience.com/summit/ https://www.facebook.com/TheCherylMorrow/
Posted By: Robert Walker
Thursday, March 19th 2026 at 11:04AM
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