Interview With Sonto Pooe: Founder Of NativeChild

Interview With Sonto Pooe: Founder Of NativeChild. Innovation is something most entrepreneurs strive towards and for Sonto Pooe it was non-negotiable as she has come a long way from mixing products in her kitchen to developing and manufacturing a natural based haircare system. Her remarkable journey from kitchen-based startup to international success provides endless inspiration to other entrepreneurs. Her story of resilience, innovation, and empowerment perfectly aligns with Startup Mag’s mission to highlight entrepreneurs who are redefining industries and inspiring a new generation of business leaders. This is why we took some time to have an interesting conversation with Sonto in order to explore her journey in building NativeChild, navigating challenges in the competitive beauty market, driving inclusivity and sustainability in beauty, and empowering the youth through her nationwide school initiative. Read all about it below!

You’ve gone from mixing products in your kitchen to being stocked in major retailers and selling worldwide — what motivated you to take that first leap of faith?

Love was my motivator. I have always been obsessed with my hair since I was a little girl. It’s something I later found out I inherited from my grandmother and great great mother. And then of course my own personal journey & struggles propelled me and gave me the motivation to start my own range. I’ve always been one who has a sensitive digestion, allergic skin reactions , etc so ensuring that the range was safe was of utmost importance. Then lastly I’ve always loved being me and fairly comfortable in my own skin ( literally ) and the older I got , I realized that to some color is an issue and often the darker, the more it’s associated with all sorts of negative traits ( which we all know could not be further from the truth) . This then inspired the name Nativechild. Nativechild is intended to provide good quality products to millions of people who need it but also evoke a feeling of pride in oneself , that you are enough.

What were some of the biggest challenges you faced when going up against global giants like L’Oréal and Revlon in the haircare space?

Using Technology to buy products and buying online is new age and ever evolving so Educating our potential customers on online buying has been a massive task. Not everyone is comfortable venturing out into the unknown. Then assuring customers that it’s safe and we won’t run away with their money ( given the scams that are out there) is also a massive responsibility . However, it has gotten easier as we’ve created a step by step guideline, and we have dedicated staff that assists customers to create their orders. These customers also come back to thank us and then tell others about how easy it is 🙂 Entering the brick n mortar retail space. It’s easier than it looks. We have been fortunate to team up with the right partners who have helped us to speak the retail language, look at our data ,analyze it and see the financial picture of our business. Finding the right staff that not only understand the vision but also are aligned to it . I’ve learnt not to employ people who come to you because they ‘need’ a job. The strategy is now to employ people who are passionate about what they do and who’s vision aligns with the company. Meaning needing a job is not enough, but you must love what you are employed to do. I think every stage comes with its own set of challenges , it comes with growing pains. Once you think you’ve arrived, the rug can pull under your feet and you’re back on your toes again. I’ve learnt to change my perspective and not see the word ‘challenge ‘ but see ‘growth’.

NativeChild is deeply rooted in African identity and pride. How does your heritage continue to influence the products you create?

I really wanted products that represented my challenges but also celebrated my unique beauty & African heritage in this world . Unfortunately the world has programmed many to think people of color are ugly , our hair is untidy / unprofessional and that we need to look a certain way to be considered beautiful. I wanted products that would contribute to changing that narrative. I wanted a name that would evoke a feeling of pride & love for oneself. We need to celebrate diversity in all spheres of our lives and it starts with everyone being given the privilege of walking in their truth. You can’t do that if you’re made to feel you don’t belong. We belong, we are beautiful and created equal.

What does “sustainable beauty” mean to you, and how has that shaped the NativeChild brand philosophy?

“Sustainable beauty,” to me, is about returning to the source, to Mother Nature and recognizing that we are not separate from her. At NativeChild, this belief shapes everything we do. Our products are plant-based, vegan, and free from harsh chemicals and parabens, because we believe true beauty should not come at the cost of our health or the environment. Every formula is created ethically, using native and indigenous ingredients that celebrate the healing power of nature. Our goal is to make high-quality, safe, and effective products accessible to the masses at affordable prices. When people think of touching a bit of Mother Nature, we want them to think of NativeChild.

You’ve received multiple awards, including the Best Small Enterprise Development Award and Gold Pack Awards. What do these recognitions mean for you and your team?

It’s proof that we can do anything we put our mind to. Its a reminder to the team that we can build a successful business while staying rooted in ethics, quality, and authenticity. It’s a celebration of our team’s hard work, our customers’ trust, and the belief in conscious, African-made products.

The COVID-19 pandemic was tough for many small businesses. How did you keep NativeChild resilient during that period?

We were so lucky that we’ve always been an online first brand. So by the time the pandemic hit we already had a trusted online customer base and systems and processes to deliver effectively to our clients. We managed to grow five times because while others were trying to start websites and put systems in place, we were already running. The pandemic also taught us that We had to be agile, adjusting our strategies to meet the evolving demands of the market. These challenges tested us, but they also reinforced our commitment to our values, our purpose, and to the people we serve.

Education and empowerment seem to be central to your brand. What inspired the NativeChild School Empowerment Tour, and what has the response been from learners?

Education has always been close to my heart, especially in an African context where opportunities are not always equally accessible. My mother was a teacher and I have seen first hand how education can change one’s life for the better. I believe education is about giving the next generation the tools, knowledge, and confidence they need to succeed and make positive choices for themselves and their communities. That’s why we started the NativeChild School Empowerment Tour. We go into schools, engage with learners, and show them that no matter your background, success is possible. Coming from a humble background myself, I want children to see that their circumstances don’t define their future. The response has been overwhelming. The learners are curious, excited, and inspired and it reminds me every day why empowering the next generation is so essential.

How do you balance being both a businesswoman and an educator, particularly in helping women understand their curls and skin better?

I believe every business should be responsible to the community it serves. Entrepreneurship is about solving problems and caring for communities so I have faced no challenges being an educator and running a business. Its fulfilling work. Balancing both roles means that every product we create, every campaign we run, and every interaction with our customers carries a teaching moment. I want women to feel confident in their hair and skin, to make informed choices, and to see that beauty isn’t just about products but about understanding yourself and honoring your natural beauty. And this is a lesson for everyone.

Inclusivity in beauty has become a global conversation. How do you see African brands contributing to this movement differently from international ones?

Inclusivity in beauty is a conversation the world is finally willingly having, and that’s great! African brands have a unique perspective to contribute. We are just not seeing beauty through a product lens but we see it through culture, heritage, and identity. Our brand understands the diversity of hair textures, skin tones, and natural ingredients that are native to our continent. We are able to create products that speak directly to the needs of African people while celebrating who we are. Unlike international brands, which often see a one-size-fits-all approach but with African brands we have the ability to be authentic and we carry indigenous knowledge.

NativeChild has managed to break into major retail spaces — can you share what that journey was like and what advice you’d give to other entrepreneurs aiming for retail placement?

It’s never been smooth sailing and still not smooth sailing. There’s a lot of work that goes into ensuring a business is running and ‘seamlessly on the retail front. I guess it’s the culmination of small wins that end up making one ‘successful’ journey into the retail space. My advice to other entrepreneurs aiming for retail placement is to know your brand inside out, be patient, and never compromise on quality. Retailers want to see reliability, a strong story, and products that consumers will trust and love. Most importantly, be persistent. The journey may take time, but every small step forward is progress, and when you finally see your products on shelves, it’s incredibly rewarding.

Technology and e-commerce are transforming the beauty industry. How is NativeChild leveraging digital platforms to reach a broader audience?

I love what technology has been able to do for business. It’s grown us and made the world smaller allowing us to reach every corner of the world. Digital platforms have allowed us to connect directly with our customers, share our story, and educate them about safe ingredients, and proper hair and skin care. Through social media, online stores, and digital campaigns, we can engage communities across Africa and beyond, breaking down barriers of access.

Many African entrepreneurs aspire to expand into other African regions. What has your experience been like in growing the brand across the continent?

It definitely hasn’t been easy. Expanding across Africa and even beyond requires patience, understanding, and a lot of groundwork. For us, the first step was making sure our product line was solid, tested, and loved by real people. We spent years building trust, collecting feedback, improving formulations, and creating something that truly works. Once we had that foundation, we focused on retail. We had to learn everything about the business, from manufacturing and logistics to negotiating with buyers and understanding what retailers actually want. The truth is, retailers don’t just want beautiful packaging; they want brands that move off the shelves. So we had to prove that Native Child has loyal customers and consistent demand. When we finally started expanding into new markets, from Eswatini, Namibia, Botswana, and Lesotho to as far as the UK and USA, we realized each country has its own rhythm. Africa isn’t one big market; it’s many markets, each with different cultures, languages, and ways of doing business. So our approach has always been to immerse ourselves, to understand the people first, and then build from there. That’s how we’ve been able to grow meaningfully, not just widely.

You often speak about building brands with purpose. What values or principles guide every decision you make at NativeChild?

Everything done in love is done well. Make sure you love what you’re doing otherwise you will pay for it one way or another. Money should never be the motivation. It is a by-product of a service of love. I know that customers will buy love and will crash your website & knock down walls to get what’s built from love. 🙂

Looking back on your entrepreneurial journey, what would you say has been your proudest moment so far?

It’s hard to pick just one moment, but if I had to, I would say seeing NativeChild make a real impact in people’s lives stands out the most. From the first time a customer told us how our products changed their hair or skin, to seeing young people inspired during our School Empowerment Tours and expanding across borders. All that has been truly an out of this world experience.

Lastly, what’s next for you and NativeChild — are there any new
products, collaborations, or projects we can look forward to?

To be a global player . We are already doing baby steps into that vision as products are already available in Swaziland, Namibia, Botswana , Lesotho ,the US & the world through our online site but ultimately would love to see our products in retailers across the world, and for us to be known for quality effective products that keep their promise of being good to the earth and its people.