Sonto Pooe’s NativeChild Encourages Women To Love Their Natural Hair. Discrimination of hair is a social injustice that many black women face around the world, especially those that have afro-textured hair that has not been chemically straighten. This type of hair has been seen as being unprofessional, unattractive and unclean. There have even been several major cases of this type discrimination where black people were told how to wear their hair by social institutions such schools and workplaces, like the case of Zulaikha Patel, a Pretoria Girls High School student that was discriminated because she went with afro-textured hair to school. This company aims fight against the discrimination by creating hair products that will cater to women’s natural hair.
NativeChild is a natural hair and body care brand created by Sonto Pooe in 2015, aimed for the under-served needs of women of colour. The company is passionate about both the hair and health of their clients as they have created a natural based hair care system specifically formulated for the needs of Afro, Kinky and Ethnic type of hair that is developed and manufactured locally.
It uses plant based, natural, safe, sustainable ingredients of the finest in the production of their products as well as using food grade oils. It is focused on providing customers with effective products that do not contribute to toxicity in the body. Their products are developed and designed to assist hair growth, restore moisture whilst reducing breakage and provide all the nourishment and minerals that the hair needs to grow. “We are all encouraging women to love themselves in their own skin and their own hair, which is why we advocate for natural hair.” said Pooe in an interview with CapeTalk.
The company has been a member of the Society of Cosmetic Chemists of South Africa (SCCSA). Their CEO and founder served as a council member for the SCCSA in 2007 and education committee from 2007 to 2011. The company managed to secure a contract with Game Stores to have their products sold in their shops nationwide.
