Sonto Pooe, the founder of Native Child, stands among a small but powerful group of African women reshaping the hair care manufacturing industry from the inside out. In a market long dominated by global giants such as L’Oréal and Revlon, Sonto made the bold decision to risk her own capital and claim space for an African-owned brand built on authenticity, education, and cultural pride.
What began in her kitchen has grown into a globally distributed hair and body care brand now sold at major retailers across the country. Native Child’s rise is not only a business success story, but a cultural movement that centers Black and coloured women, teaching them how to properly care for their curls, coils, skin, and overall wellness. Through her work, Sonto has positioned herself as both an entrepreneur and an educator, bridging the gap between beauty products and informed self-care.
Sonto’s journey into hair and body care began at the age of eight, following a painful experience with a hairdresser who braided her hair too tightly, leaving her unable to sleep for days. That early trauma stayed with her. Years later, frustration with a beauty market saturated with chemical-laden products reignited that memory and became the catalyst for creating something different. Native Child was born as a natural hair and body care range that reflects who Sonto is at her core, a proud African woman deeply connected to her roots. Central to her mission is education. She goes beyond selling products by helping women understand what is best suited for them individually, recognizing that hair and skin care are not one-size-fits-all.
Her business acumen has not gone unnoticed. Sonto has been recognized with the Best Small Enterprise Development Award at the Clicks Supplier of the Year Awards in both 2021 and 2023. Native Child has also earned two Gold Awards at the Gold Pack Awards, affirming the brand’s excellence in both innovation and presentation. These milestones are especially significant given the challenges faced during the COVID-19 pandemic, a period that tested small businesses across South Africa. Native Child’s resilience during that time speaks to Sonto’s strategic leadership and unwavering commitment to her vision.
Beyond product development and retail expansion, Sonto is deeply invested in empowerment and social impact. Native Child’s nationwide school empowerment tour has reached more than 50 schools, delivering motivational talks from celebrities and influencers while addressing critical youth challenges. The initiative has included the donation of tablets and resources aimed at boosting confidence, self-worth, and belief in personal potential. For Sonto, this work is not charity but an investment in the future, one that ensures young people are equipped to believe in themselves and their possibilities.
The brand’s Corporate Social Investment initiative further reinforces this commitment by focusing on removing barriers to learning and growth. By shaping classrooms and supporting educational environments, Native Child extends its influence beyond beauty into long-term community development.
Sonto Pooe’s impact reaches far beyond hair and body care. She is actively shaping conversations around sustainable beauty, inclusivity, retail and e-commerce, technology in beauty, and the expansion of African brands across the continent and beyond. Her story reflects what is possible when innovation is grounded in purpose and cultural truth.
Through Native Child, Sonto is not only building a brand. She is building confidence, opportunity, and a global legacy that affirms African beauty in all its forms.
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