Hair and Beauty: Interview With Native Child Founder, Sonto Pooe

Hair and Beauty: Interview With Native Child Founder, Sonto Pooe. Few brands in South Africa’s natural hair and beauty space have grown with the authenticity and purpose of Native Child. At the heart of the brand is founder Sonto Pooe, an entrepreneur whose journey from a resourceful young girl in KwaZulu-Natal to the leader of a fast-growing plant-based hair and body care company is rooted in resilience, identity, and a deep love for natural beauty. What began as a personal mission to better understand and care for her own hair evolved into a proudly African brand that now serves customers across multiple countries. In this interview, Pooe shares the story behind Native Child, the lessons she learned stepping into a competitive industry, and the vision driving a brand built on heritage, health, and self-acceptance. Read about it below!

Who is Sonto Pooe and what brought about native child?

Sonto Pooe is a mother , a wife, an entrepreneur and a philanthropist . I was born in the dusty streets of KZN and raised by a single mother ( a teacher by profession) so education in my household has always been important. I’m the first of 3 girls so responsibility / leadership skills I learnt growing up having to play second in charge when mom was out working . I also had to learn to be resourceful quite early because money was limited and I couldn’t go to Ma to ask her to buy this and that. After teaching myself how to do my own hair, as a teen I’d do my peers’ hair for extra money.
I think like most young people I experimented with a lot of things trying to find my way. I have always had a love-hate relationship with my hair since I was a young child. I come from a line of builders / construction related jobs so when that suggestion was to study Quantity Surveying, that came very natural to me because although I didn’t know the profession , the industry I was familiar with and the decision made sense at the time. Once I was there I realized this is not my life’s work. I think since we are dynamic beings we can all do many things but there is one thing that you can do really, really well and that sets your heart on fire. I had to make the decision to start afresh and abandon what I felt like would not be a fulfilling life long term. That’s when I started my journey to creating Nativechild.

Taking up competitors who have years worth of experience in the beauty industry has to have been quite the feat. What made you think you could do it?

I’m a believer and I work hard, so it never even crossed my mind that I could not do it. Secondly, I am my target customer . I know the needs of our target market from experience, I live it everyday. Big giants are so big and generally decisions are made by people who don’t share the experience of those they are trying to sell to. No amount of money or schooling can substitute for experience.

Why the name: Native Child?

I am African and so coming up with a name that the children of Africa would be proud of was very important to me. Being born African or of African descent is not always easy and often we are seen as second best , so I wanted to create something that we can be proud of & call our own.. We manufacture our products locally using mainly raw materials that come from Africa. More than ethically sourced & created products, the legally is like to leave is one where every
Nativechild feels proud of their heritage and not feel like they have to be someone else to be accepted.

Your business has grown significantly to servicing the beauty markets in South Africa,
Swaziland, Namibia, USA, Botswana and Ghana. Did you ever dream of this possibility?

Yes I did but I have been humbled at how quickly it came. The initial dream is to have every family in SA have at least 1 Nativechild product but I soon realized how connected the world is and that people move around and before you know it, you have requests from all over the world. Then that helped expand my vision to the world.

How have you been able to achieve this?

Our distribution outside South African includes a combination of Retail distribution which have a footprint in other countries and teaming up with courier companies.

What are some of the challenges you’ve faced and how have you overcome them?

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’.

Q. What would you say are some of the key principles entrepreneurs should arm themselves with?

• Be ready to work. The amount of hours you will have to put in, will far exceed your expectations.
• Surround yourself with supporting people. Not everyone may see your vision but emotional support is very important and will get you through tough days. Everything is energy. The more positive energy you receive, the better for you.
• Being an entrepreneur, you’re the visionary, the engine of the company. You need to know everything (or as much as you can) there is to know about running your business. You can’t rely on others to move the vehicle for you. Learn how to know all there is to know.
• Avoid debt where possible. It’s ok to start small and grow organically. I started off by selling just 1 product, hair growth castor oil and grew from there. Don’t run faster than you have strength.

What skills have you transferred from your profession as a quantity surveyor to entrepreneurship in the personal care space?

Professionalism. Being in a professional environment helped me to be accountable for my time & projects). You don’t just float around aimlessly. We have targets, which one learns to execute swiftly and within budget. I needed those skills in business. In fact, I would dare say without these skills, I would not be a success.

You staked your territory in retail against giants like L’Oréal and Revlon, how daunting was that process for you? Did you ever feel overwhelmed?

Would you believe me if I told you I didn’t even think of them. ? I didn’t. I knew what I wanted to offer the market had not been done and so I could not achieve it by looking at them. So no, I never felt overwhelmed by other brands & I still don’t . I’ve mastered the art of minding my own business , literally . Quite frankly I was happy to be under radar as it would allow me to build my roots undisturbed.

I hate the idea of not reaching my potential. I knew I had so much more in me and so I decided to go for it and push through all the challenges that came my way.

What sets Native Child apart from its competitors?

Me. There isn’t another me. Every business will be different because of the vision of the owner / CEO. I come with a unique set of experiences which allow me to navigate the way I do as an entrepreneur.
Secondly, we are not just hair care & bodycare brands. We are a conscious brand, very much aware of the impact of cosmetics in the environment & people. And we are at the forefront of brands who genuinely care about the people we serve and our planet. Our products are plant based, which means we are doing our bit to to make this world a better place whilst instilling self confidence in our customers
Almost all our packaging is recyclable – which also helps with the fight against global warming.

Do you see yourself doing business in areas other than body and hair care?

Absolutely. I love a few other things & I think I have an amount of talent too like building incredible homes, interiors, fashion. I consider myself a creative. So, I could easily do any of the above if I had or should I say when I have more time.

What are your future plans and wishes for Native Child?

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.

With the information you have now, what would you do differently if you were starting a business?

I’m not sure I would change anything because everything I went through brought me to where I am today. I’ve definitely gained some wisdom along the way but that is because of some of the challenges I had to overcome .

When did you start the business?

In my heart since I was a little girl. However, the first steps of gaining the necessary skills and knowledge of having a formal hair care & body care business started after I left my Engineering profession. Nativechild was then launched in towards the end of 2015

What inspired it?

Love inspired it. 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 does your company do? What are your aims currently with this type of hair brand in Africa?

Nativechild is a natural based hair care and body care brand that specifically caters to the needs of people of color. We want every Nativechild to have access to our products. We constantly receive requests from all over Africa and the world. And although we ship internationally , there is a high demand for local distribution. So we are looking into that.

Our products are plant based. They are created ethically and with safe ingredients . And you will not find this goodness at such affordable prices! I guarantee it ! Our goal is for the masses to have access to them. And whoever you went to touch a bit of mother nature, you think of Nativechild.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

Also see No.2 above. I’ve been an entrepreneur for as long as I can remember. As a child I was making clothes for my dolls first then myself ( self taught ) and soon my friends in my neighborhood were asking me to make stuff for them so I was sewing very basic skirts , shorts and tops, some dresses and selling them. Some of my moms colleagues were also buying for their kids. ( I’d like to thank my little sisters for being my guinea pigs) But by the time I was 14/ 15 I was burnt out. I was also by then plaiting my own family ( for free ) and people in my area ( for money) . I knew I wouldn’t do that the rest of my life but it taught me the principle of earning your income , helping at home, and ofcourse venturing into the unknown and learning that you’ll be ok. As a hairstylist, if someone wants a certain style done, whether you’ve done it or not before, you have to do it & translate your customer’s vision. People are paying you money to create & make them feel a certain way. The same with being a fashion designer and creating products. Your job is to solve certain problems and make customers feel good about themselves. So I’ve been basically doing the same thing for years just manifested in a different form. So my journey has been one of progress and building brick upon brick. And I used to often wonder why I went into the engineering field ( why was I so confused at what careers to go for). Some kids know from the time they are 3 what they want to do, for the rest of us, we could do more than one thing and be ok. I was that kid. I was good at academics but I also love my creative side. So it was 50/50 split . I went one way but returned to what I knew deep in my heart I ought to be doing. I could not live with myself knowing I didn’t at least try to make the dream happen. So going into that field taught me a corporate culture . A culture of problem solving & not sleeping until you get the job done. It taught the importance of numbers. If the numbers don’t make sense, you’re wasting your time . It taught me to work well under pressure when a million people want your attention at the same time but still being able to somehow function. So I believe everything you do is a lesson , a building block to the ultimate vision . No knowledge is wasted.

What gives you the most satisfaction being an entrepreneur?

It’s doing what I was born to do and doing what I love to do. There is nothing more fulfilling than aligning with your inner being and walking the path you were designed to walk.

What’s the biggest piece of advice you can give to other women looking to start-up?

I’ve learnt A LOT since starting a formal business. As a youth I was always entrepreneurial and although those lessons learnt were valuable . I still had NO idea how tough it could be learning to run a formal business and not only managing yourself but managing others as well and ensuring the vision , purpose of the brand is carried through everything we did. Follow your passion. Don’t waste time doing things you don’t love. Align your business with your passion. Biggest lesson is to employ people who are capable , competent and passionate. If you can find people with the same fire as you and can align to your vision, that business will be self-sufficient and will continue to grow. We often make the mistake of employing people who need a job vs who can do a job. Big difference . Secondly, have laser-like focus. It’s easy to be distracted by those around you who don’t have your same vision. People love to give advice which may or may not be beneficial. Lastly, 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 of retailers to get it.

What was the most difficult part of your entrepreneurship journey so far and how did you overcome it?

The most difficult part is honestly trying to manage work and home balance. I love my family . They are everything to me. So, It’s been tough when all I want to do is spend time with them but I can’t because of work pressures. I have just had to ride that out to such a point when we can employ more people to take the load. These are the sacrifices that no one talks about. Fortunately they have been understanding most of the time. And I’m truly grateful to them for allowing me to serve and do the things I need to do. The second is underestimating the demand. You think because you’re a small company compared to industry giants and that growth will be slow but wow , our customers have been nothing short of amazing. That has meant we run around like crazy getting additional resources to keep up with the demand. We now plan well in advance and try our best to forecast potential demand.

NativeChild is doing well now. Has it always been this smooth sailing or you had challenges that made you want to quit?

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’ . I guess it’s the culmination of small wins that end up making one ‘successful’ . But don’t be fooled, there are definitely challenges along the journey . A business is multi dimensional with so many moving parts and although stressful the job of an entrepreneur is to ensure that all those are functioning to achieve a common goal which for us is customer satisfaction. Have I ever wanted to quit? No but I’ve had moments where I felt I needed a break. It has become clear to me that I’m not in a business of products but in a business of people. And if you know anything about people, they are at times challenging to manage. I think if I knew the challenges I have had to face, I may have opted out of going into business (lol). But thank God I’ve managed to overcome challenges thrown my way.

Why the name NativeChild? Is there a story behind such a unique name?

I really wanted a name that represented my challenges but also celebrates my unique beauty & individuality in the 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 a name 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. Secondly our products are plant based with ingredients that are of the highest quality. I’m also passionate about conscious living . Mother nature is our greatest healer and so using native & indigenous ingredients is part of our story.. We teach through our story that we are not separate from nature.

What separates your company from other hair product companies?

I think the driver of the vehicle or in this case the company separates each company from one another. I’m unique and come with a vast number of past experiences . We are not just a haircare brand. We are a clean , conscious brand that focuses on the health of the body & hair . I really want people to realize that these 2 are interconnected & not separate. You cannot have healthy hair come out of an unhealthy body. I have a vision of making quality products that are acceptable to the masses. Our products are vegan, plant based, Paraben free, and are free from harsh chemicals. We absorb products through skin so it is important to ensure that whatever we use is not impacting the body negatively.

Tell me about the pressure of competing with giants? Does it help make you better or you don’t pay much attention to it?

I don’t actually see them as competition. I appeal to a particular market that has not been serviced. Also I strongly believe customers buy you, your passion, your love, your energy. This is my life’s work and no one can compete with what you are anointed to do.

We assume you had help setting up this company – who are the people who stood by you and how did they help you?

With me people came along the way. I was willing to walk this journey alone. At the beginning I was the visionary, the sales team, the website developer, the marketing team, the social media expert, customer care, the receptionist, the production team, the design team, my own hype squad lol. Listen, I had sat with this dream for far too long ( being crippled by uncertainty & just fear to walk into my own truth and what that would mean for me and those around me. So once I set my mind, I was determined to push ahead no matter what. With that being said, my family’s support has been priceless. And Of Course everyone who has believed in the vision and potential impact of the brand from friends, distributors, retailers, customers, suppliers, influencers, promoters, business associates . Everyone played a part in our success and for that I’m immensely grateful

You started with how many employees and how many do you have now? And what roles do they play?

I started with 2 including myself and now Nativechild employed almost 50, Some part time and others full time. Our team comprises office staff, who take care of our online retail customers . Warehouse staff who deal with warehousing and distribution. We also have a merchandising and promotional team, social media , production ,PR etc.

How big is your company now? Do you now have offices in other cities and countries?

This business started in my kitchen then moved to our outside room to office then moved into a warehouse and now are busy moving into bigger warehousing and went from producing ourselves to now also having 2 contract manufacturers to support the demand.

Besides NativeChild, do you have other projects?

I certainly do have other interests but at this time Nativechild requires all of my time and energy . We are growing at such a fast rate and I remain the driver of the vision ensuring that the essence of the company remains despite the growth and new people joining our service team.

What’s something that immediately jumps to mind when you think of your childhood?

Struck but fun . I remember climbing mango trees, Breaking bones , playing shumpu , playing house , what seemed like endless chores and occasional smacks in between. I was somewhat of a tom boy who got easily bored with girls and their wining & moods. And ofcourse I was very creative and could make anything I put my mind into. i loved creating and saw nothing as a challenge.

How would you describe your upbringing?

Very structured and I was given responsibility at a young age being the eldest . A lot was expected of me by my parents, I had to watch over my sisters and took the lead when my mom was not around.. I had strict parents, I couldn’t get away with half the things other kids my age would get away with. I had a strict routine of school, chores, study and only at the end of that would be play time.

How was Native Child born?

Nativechild came from both a love or should I say an obsession with my hair & a need to create something that suited my needs for natural based products that would not impact on my health . As well as a strong desire to showcase another narrative of beauty. I came from the end of the perm era and the beginning of the relaxing era. If it’s a hair trend I have tried it all. But Yho! The scalp burns from the relaxers , perms, the receding hairline, I had to take control of my own crown. That’s how it was born. I had been experimenting & taking care of my own hair for years, having practiced since the age of about 8 years old. Why natural hair? I found I prefer my hair in its natural state , in its thicker, healthier and stronger form, I didn’t like ( I still don’t ) the texture of my relaxed hair. I find it sad that there are people born with kinky coily hair and don’t know how to take care of it. It’s their God given hair. That knowledge should come first. I made it my mission to lead the way. Lastly when I tried to dig into who owns the haircare brands we consume, I realized it’s not people who look like me. Apart from Jabu stone (who specialized in dreads and I couldn’t relate because I myself didn’t have & have ever had dreads) + Herman Mashaba whose products did not cater for natural hair care.

Why is Native Child a must-have product?

It’s quality at its finest that won’t dent your pocket. It’s created with your health in mind. Plenty of products now that cater for natural hair but they are not kind to you and the environment. Nativechild as a brand is green & biodegrade conscious

What was your biggest fear about breaking into the hair care manufacturing industry?

I wouldn’t say fear but rather anxiety . And it was how I would get this dream to materialize. But I found the way was shown to me Or I received inspirations in portions or step by step . I didn’t have a clear picture but I did have something small that led or became little steps towards the big picture . I wasn’t afraid of what I had to offer because I knew it’s a need and people would buy into it once they knew there was another way.

Who would you consider your mentor and what qualities of theirs do you most admire?

Hmm sadly, no one in my industry as when I started no one had charted the waters before I did. I would say my mentors are thought teachers who are now beyond the grave like the famous Henry David Thorough ‘walk in the direction of your dreams , live the life you have imagined’ . That’s been a quote of mine since I was a teen. In terms of someone I look up to as an entrepreneur is definitely Richard Branson. I love that he’s a family man and has also achieved so much as an entrepreneur. And ofcourse my husband. I don’t know anyone who works harder and I admire his laser focus ability. Because of him, I’ve learnt to wake up early and get a lot done before ‘the world’ wakes up.

What is the bravest thing you’ve ever done?

Oh gosh, hm there are so many but most of these are quite personal. One of them would be skydiving. The funny thing is, it was my idea to do it for our anniversary and I was fine during training inside the plane until we had to jump. Fear struck and I couldn’t move . Everyone left the plane one by one and I was stuck. The poor guy had to push me begging and screaming. But I’m glad I did it. Once we jumped, it was exhilarating. Public speaking is another…

Music . I sing … I mean I’m not saying I’m a musician ( or maybe in my head I am) . But that’s what I do to get immediate relief from stress and then I love Water sports & nature . So annual beach Holidays are a must for me and my family . Then watching Comedy. I still enjoy re-watching Fresh Prince of Bel Air, Martin, and any of Martin’s movies, watching musicals , etc.

What’s the most important thing to you?

My relationship with God first and then without a doubt my family! I love the people God has put into my Family circle. I believe we made a pact before coming to this physical existence and so I treasure them deeply and beyond.

How do you deal with negativity?

Negativity will always exist, so I focus on the positive . I keep it moving and don’t dwell there.

What do you want to be known for?

A great servant of the people. This work requires me to be up by 4am and I only sleep after 10pm. So I put in long hours and there’s no off days . You can’t do it if you’re not in the business of serving. I want to be known as an entrepreneur who not only wanted to grow an industry but actually made a difference in the lives of those Nativechild touched. I am a game changer. To this day a large portion of our work as Nativechild is to educate. We were the first Black haircare & bodycare brand to sell online / have an e-commerce website. We have a lot of education , & are still doing it… And then we are doing a lot in teaching the dangers of chemicals..we are also doing a lot in the space of changing the beauty narrative.

Who are the three women that are blowing your mind right now?

Without a doubt My mom man. She has a quiet strength. I have always looked up to her strength and still today, she’s solid. A praying warrior , a valiant daughter of God. . She’s like the foundation of a house, you may not see her but she’s there keeping the house that people see stable. I consider myself very fortunate Oprah Winfrey has been bad will forever be on my top list as she’s a person who exemplifies walking in your purpose. Nomzamo. She’s making me proud. We come from the same province and township. I love seeing people live their purpose silently . She’s just a ball of positivity and she is doing so well

What would you like to say to a woman who has just started her natural hair journey?

There are well documented & tried moisture methods. Not all methods work for everyone. LCO : liquid , Cream, Oil LOC: Liquid , Oil , Cream LC: Liquid , Cream LO: Liquid, Oil Make it personal to you. It’s important to know that not everyone’s hair is the same and hair needs vary. So experiment on the different moisture methods , different oils and creams that best work for your hair . Just because a recommended method doesn’t work for you, doesn’t mean you must cut your hair. You probably just need to replace 1 product without another.

What was your best pinch-me moment?

I’ve had a few and the one that stands out… A. I have LOVED Todd Dulaney singing his ‘victory belongs to Jesus’ had become one of daily routine. Then whilst attending the …a tv interview, I hear some people singing preparing for the show and TODD comes to me and says , are you the lady I’m being interviewed with? Still not realizing who he is. I say, wow. I wash you guys sing…yo’ll are amazing. He says, thank you and pulls out 2 signed cd’s and introduces himself. My jaw dropped, couldn’t speak. My words didn’t even make sense . ( still embarrassed about that ) Nevertheless, he gave me front row seats to his concert in Cape Town and I got to sit with his wife and family . I still can’t be.

What do you always travel with?

My milk n honey moisture creme because it’s such a versatile product for both body and hair , the hair growth castor oil because of its multi functionality and now our 100ml shampoo & conditioner.

What are the three things at the top of your bucket list?

Visit India to see the Walls Group live in concert, or even better have them come sing at my house. Can fitness goals be one ? I want abs guys. Eish, I just don’t have the discipline /or should I say time to make it happen but it will happen.

What’s the world’s most depressing issue today?

Human trafficking. It’s unimaginable that there are those walking amongst us committing such acts.

Hair Growth castor oil Milk n honey moisture creme Our whipped shea butter.

What does 2026 have in store for you?

Expanding into more retail stores. We started off the year on a good foot already with an additional 200 stores We are pushing full steam ahead.

Talk us through your career journey prior to becoming an entrepreneur?

I was no different to anybody else going about life doing what I was ‘supposed ‘ to do. Following what everyone was doing , like doing my best to get good grades so I can get a good paying job. When I think about it though I’ve always been somewhat of a fashion and hair entrepreneur from a young age. I just thought of it as a side hustle ( something I loved doing which helped me make extra money ) . I’m a self taught seamstress / Dressmaker / fashion designer whatever you wanna call it. And Ofcourse I used to do people hair weekends for extra income Fast forward to tertiary , I studied quantity surveying . Until I enrolled I didn’t even know that that existed . My maths teacher’s son was one and she suggested it and when I did some research I thought it would be a good fit since the Built environment ( construction ) is something I grew up around. I did well there, learnt as much as I could in a short space of time, moved onto civil engineering because of an opportunity I received. I soon realized this would not be my life’s journey . So I started saving up some money to go back to school. With the encouragement of my husband I made the jump and decided to follow my passion . I had no clue where to start so I started with school and to learn all the different aspects of running a cosmetic manufacturing business

Please give me a brief history of how you started Native Child

Nativechild was born out of a combination of 3 things. 1 . An unquenchable passion for hair and particularly long and strong natural hair 2. A desire to see more people like me wear their crowns proudly 3. A strong desire to have a social impact where we start to see less people of color use and absorb chemicals through their hair & Body Care products. Before the rise of perms , relaxers, skin lightening creams & potions, Our ancestors had Beautiful thick hair ( with no hairline issues) and they had beautiful skin . There was less exposure stress ( we can’t do too much about this as the world we are living in is fast paced ) , little exposure to harsh chemicals . Simple ointments and creams were used. Native Child is a modern version of natural care. It is meant to evoke a feeling of appreciating ones beauty and uses natural organic ingredients to heal , restore and maintain optimum hair and body.