A former hairstylist, Sonto Pooe saw the daily hair struggles of Black women on a first-hand basis and decided to create a solution that addressed their needs. Today, she owns one of the leading plant-based hair and beauty brands in South Africa, which prides itself for its use of “natural, safe and sustainable ingredients that are effective and not toxic.” The brand has also found a home in neighbouring countries like Botswana, Namibia and Eswatini. Pooe tells AMAKA why it is important to create a product that speaks for itself.
The late South African jazz singer Hugh Masekela once said, “Natural hair has always been a universal issue of major intrigue and an amazing psychological jigsaw puzzle regarding identity, image, self-esteem and heritage.” A view that was shaped during his many years of touring South Africa and the rest of the world, where he witnessed the battle that most Black women had with their natural hair. Masekela believed that hair was a part of culture and identity and should be embraced as such.
The natural hair movement in South Africa is still growing and ongoing. In recent years, we have seen a rise in the number of Black women who are becoming creators of hair and skincare products, and not just consumers. Pooe, founder of Nativechild, is one of such women, who created her brand for the underserved needs of women of colour.
The entrepreneur’s hair care journey started at age eight while growing up in Kwamashu, a Durban township, when she attempted to braid her hair and had a traumatic experience with a hairdresser who plaited it too tight. Pooe says she was unable to sleep for days.
As a teenager, she began plaiting her hair and expanded her skills into a side hustle by braiding her neighbour’s hair at a fee. Although she knew she wouldn’t be a hairstylist forever, plaiting people’s hair taught her the principle of earning an income and helping out at home. Years later, that experience and her dissatisfaction of a hair market awash with products laced with chemicals, motivated her to develop a natural hair and body care range she named Nativechild — a representation of who she is: a proud African woman with strong roots.
How Ruby Buah Is Redefining “Made in Africa” with Kua Designs
Nativechild takes pride in creating products that use plant-based, natural ingredients. “We strongly believe that mother nature is far superior to man-made alternatives. We use plant-based ingredients of the finest grade in the production of our products, and where possible, we make use of food-grade oils. Our products do not contain any harsh chemicals, sulphates, paraben or petroleum and are animal cruelty-free,” the brand says on its website.
“We know through experience harsh chemicals are not beneficial to hair, but they can contribute to all sorts of undesirable effects in the body. The company’s core focus is on providing our customers with effective products that do not contribute to toxicity in the body,” it continues. “Our products are designed to assist hair growth, restore moisture whilst reducing breakage and provide all the nourishment and minerals that your hair needs to grow and thrive.”
Pooe explains that her love for natural hair and how the lack of access to a variety of products for afro-textured hair inspired her to launch Nativechild in 2015. She wanted people who looked like her to find joy in hair care without compromising the quality of their hair by using harsh chemicals. With the added burden of suffering from allergic skin reactions, Pooe says she had to create a skincare range that is also safe for sensitive skin.
Stay loyal and committed to your dreams
“I feel like I’ve always been doing hair, even though it was informally through my teens. I used to do my family and neighbours' hair on the weekends. But it wasn’t until I started a professional quantity surveying career that I started playing with the idea that it would be amazing to have my own hair care line,” says Pooe. “I had had that idea for a while, but as teenagers, we have plenty of dreams and never did I think this was an actual possibility. It wasn’t until I moved to Joburg and had my family that I started to feel like I was not loyal to my dream. That’s when the work began,” she adds.
After Pooe launched her brand, she had to work harder to maintain the business and ensure the products she created could compete with other brands. When she discovered that products targeted at afro hair care had high levels of dangerous toxic chemicals, she made it her mission to educate others and vowed that her products would contribute positively to the lives of consumers and the environment.
“It was difficult at the beginning because when you are a new kid on the block, it takes a long time to build trust. For me, it was important for the product to speak for itself. And that’s what helps us gain trust, traction and happy customers,” says Pooe. And as the business grew, she started attracting big retailers like Clicks, who wanted Nativechild products on their shelves.
One factor that differentiates Nativechild from other brands is that all its hair and body products are plant-based with natural ingredients such as sweet almond oil, avocado oil and shea butter. “Many are selling to the natural hair care market, but the products themselves are not natural. That’s what sets us apart. Our products can be used on both hair and body, dual benefit. Apart from shampoo and conditioner, of course,” Pooe adds.
Currently, Nativechild’s best selling products include its hair growth castor oil which helps people with hairline and growth issues. Besides selling hair and body care products, Nativechild also serves the community by offering education on hair and body health, uplifts women through body positivity and employs locals.
“We also empower through our Nativechild talks which gives others insight into industries or careers they might want to get into,” explains Pooe. The brand’s dream and vision is to continue to serve its customers. But for now, Pooe is content with the growth of Nativechild, which is available in Namibia, Botswana, Eswatini and the rest of the world through its online store.