From a R5,000 Start-Up to Checkers Shelves: The Rise of Curl Chemistry

From a R5,000 Start-Up to Checkers Shelves: The Rise of Curl Chemistry. A childhood photograph has become the unlikely inspiration behind the growth of South African haircare brand Curl Chemistry, founded by Cape Town entrepreneur Liesl Smerdon.

At 35, Smerdon was looking through a family photo album when she came across an image of herself at 10 with her natural curls. The photograph prompted her to reconsider the relationship she had developed with her hair after years of straightening, relaxing and flat-ironing it.

She began experimenting with oils and hair products while transitioning back to her natural curls. What started as a personal project soon attracted interest from friends and family.

Smerdon launched Curl Chemistry with R5,000, a single leave-in Curl Activating Cream and a Facebook page. At the time, she was working as a finance administrator and built the business after hours and over weekends.

Her family played an important role in the early stages. Her parents provided their garage in Parow as a base for the business, while her husband supported her with financial and logistical matters.

For years, Smerdon approached retailers in an effort to get Curl Chemistry onto store shelves. The business faced growing competition and challenges during the Covid-19 pandemic, and she said she reached a point where she considered giving up.

A significant change came in 2024 when Checkers began stocking Curl Chemistry products.

The retail opportunity increased the brand’s visibility and introduced its products to customers who had not previously encountered the business. Curl Chemistry now has nine products stocked in selected Checkers stores across the Western Cape.

The growth has also expanded the team. The business, which began as a one-person operation, now has one permanent employee and three casual workers, alongside Smerdon and a dedicated social media manager.

As Curl Chemistry celebrates its 10th anniversary, Smerdon’s focus is on expanding its presence in more Checkers stores, improving formulations and continuing to grow the business.

Her experience has also shaped her advice to aspiring women entrepreneurs.

“Take one step at a time,” Smerdon says. “Starting your own business is a gift you give yourself and it’s something you can always be proud of.”