Rooted in beauty: Native Child's transformative journey in haircare for women of colour
Over the past few years, the natural hair movement has taken the world by storm. People are fearlessly embracing their natural curls and coils, often opting for the “big chop” to sever ties with chemically treated hair.
For countless black women, this shift is not just a change in hairstyle but a bold statement of self-love and identity, challenging the long-held perceptions of Black hair as unruly and unprofessional.
The journey towards natural hair has been tumultuous, with societal pressures often pushing women of colour towards chemical relaxers to conform to Eurocentric beauty standards.
However, this trend is gradually being flipped on its head. The natural hair movement is witnessing a renaissance, with many celebrities leading the charge and steering the conversation towards accepting and appreciating diverse hair textures.
One of the most influential cultural moments in this movement was the release of the Netflix movie "Nappily Ever After," starring Sanaa Lathan.
The film delves deep into black hair politics and the emotional experiences tied to hair identity. It beautifully encapsulates the struggles and triumphs of embracing natural hair, making it a favourite among many advocates of the natural hair journey.
Independent Media Lifestyle had the pleasure of sitting down with South Africa’s very own natural hair guru about the cutting-edge brand dedicated to vegan, plant-based hair and body care.
Known and adored from Cape Town to the remote areas of the Eastern Cape, Pooe shared her insights into the world of natural hair, balancing her entrepreneurial endeavours with her role as a mom and wife. Her journey is nothing short of inspiring.
With Native Child, she has created a haven for women looking to embrace their natural beauty without compromise.
As Pooe so eloquently put it, “Natural hair is not just about aesthetics; it’s about redefining beauty standards and promoting self-acceptance.”
Pooe’s goal is to serve people of colour although her products have also found homes across different races.
“I started the brand informally in 2015 but considered it formal from 2016. It was just me at first, mixing and filling bottles in my kitchen,” she recalled.
By late 2017 or early 2018, Sonto made the leap from her home kitchen to an actual office space.
“At that point, we were mostly selling online. I envisioned a model similar to Amazon’s success overseas but soon realised South Africa wasn't quite ready for that yet.
“So, in 2018, we entered the retail market, starting with Game stores. Shortly after, other major retailers opened their doors to us,” she explained.
Now, Native Child products are available almost everywhere, establishing a solid retail presence.
Pooe says that Native Child is a clear representation of who she is. “Every element that makes up the brand comes from my personal challenges and life experiences.”
Growing up with numerous allergies and sensitivities, she struggled to find suitable products. This personal struggle fuelled her passion to create a brand catering to people with similar challenges.
With a degree in cosmetic science, Pooe dove deep into scientific research. "I realised the strong connection between cosmetics and health, especially for Black and ethnic people," she explained.“
The dynamic founder of Native Child embarked on her entrepreneurial journey with a mission: to fill a gap in the market that no other brand was addressing. “No other brand was doing this. All the big names, even those that cater to natural hair, still don't offer truly clean products."
Pooe felt a compelling need to provide consumers with better choices.
"I wanted to offer options for people who care about what they use on their bodies," she explained. "If you still prefer traditional products, that's fine. But for those who are health-conscious, my brand is your solution."
Native Child's uniqueness lies in its commitment to using clean, plant-based ingredients.
"As a black woman, I saw there were no suitable products available for us," Pooe said.
She also tackled the issue of affordability. "Clean products are often very expensive and out of reach for the average South African.“
Native Child aimed to change that narrative. While their products might not compete with the lowest-priced traditional brands, the quality is unmatched. "I guarantee that everyone in South Africa can afford our products,” she said.
Native Child’s product range has evolved to include oils for hot oil treatments, scalp care, and moisturisers, but the focus on addressing the specific needs of people of colour remains strong.
A unique aspect of the brand is its approach to common hair issues. "Braiding and weaves can affect your hairline”.
Her personal experience led to the creation of Native Child’s first product, a hair growth oil.
"I used to love braiding, especially in winter, but I noticed my hairline was receding.“ This frustration inspired her to develop an effective hair growth oil, which remains their best-selling product today.
“Moisture is important for African hair, especially for tighter coil patterns. Hair with tighter coils requires more moisture by nature.”
Their products are designed to retain this moisture, with methods like applying a liquid followed by Shea butter or using their Milk and Honey Hydrating line.
Moisture is key for us," Pooe emphasised.
Their Curl Custard is a hit, providing both moisture and curl definition for "kinky hair".
Pooe plans to expand into shampoos but highlighted their coconut oil as a miracle fix for issues like dandruff, fungus and ringworm. "This isn't new science; it's a perfected formula enhancing the natural powers of coconut oil."
They continue to develop products addressing major hair concerns for women, children, and men with textured hair.
Understanding the need for heat protection, they've also created a Heat Defence Serum to protect hair from damage caused by hairdryers. From one initial product, Native Child now boasts around 28, covering various hair care needs.
Pooe dispels common myths about African hair, affirming that it did not grow and wasn’t inherently difficult to manage. "Have a relationship with your hair," she advised, encouraging proper care and attention.