Sonto Pooe: Building a legacy rooted in authentic African beauty.
- 3 days ago
- 4 min read
We recently had the opportunity to speak with Sonto Pooe, whose story stands out as one of purpose and power in the ever-evolving space of beauty entrepreneurship. As the trailblazing mind behind Native Child, a proudly South African natural hair and body care brand on a remarkable growth path, Sonto has redefined what it means to create for African women. Through innovation and authenticity, she has not only built a brand but also transformed conversations around beauty, business, and self-empowerment.
From humble beginnings to competing with international beauty giants like L'Oréal and Revlon, Sonto’s entrepreneurial journey is a story of grit, purpose, and authenticity.
Her entrepreneurial spirit revealed itself long before Native Child was born. “I’ve been an entrepreneur for as long as I can remember,” she says with a smile. As a child growing up in KwaZulu-Natal, she taught herself how to sew clothes for her dolls, later making skirts and dresses for her friends and even her mother’s colleagues.
“I was also plaiting hair for people in my area for money,” she recalls. “That taught me the principle of earning my own income, helping at home, and venturing into the unknown, learning that you’ll be okay.”
Those early lessons, born out of creativity and necessity, became the foundation of her entrepreneurial DNA. Raised by a single mother who was a teacher, Sonto learned responsibility early on as the eldest of three girls. “Education was very important in our household,” she adds, “but I also had to learn to be resourceful because money was limited.”
Though she initially pursued a career in Quantity Surveying, a field that seemed practical at the time - she quickly realized it wasn’t her life’s calling. “There’s one thing you can do really, really well that sets your heart on fire,” she explains. “For me, that was creating something that made people feel good about themselves.” That realization marked the birth of Native Child.
The idea for Native Child traces back to an unforgettable childhood memory, a painful hairdressing experience that left her unable to sleep for days. That moment inspired Sonto to take control of her own hair care journey, and years later, it became the catalyst for her business.
“I had always had a love-hate relationship with my hair,” she admits. “When I started experimenting with natural ingredients and saw the difference, I knew I wanted to help other women experience the same.”
Launched from her own kitchen, Native Child grew from a small passion project into a globally recognized brand now stocked in major retailers across South Africa. The brand’s philosophy is simple yet profound, to create ethically sourced, locally manufactured products that celebrate African beauty in its most authentic form.
“I am African,” Sonto says proudly. “The name Native Child represents who we are, children of Africa. I wanted to create something we can be proud of and call our own.”
Taking on the big names in the beauty industry required courage and conviction. “I never thought I couldn’t do it,” Sonto says firmly. “I am my target customer, I know the challenges our women face because I live them every day.”
Her connection to her market is what gives Native Child its edge. “Big giants make decisions far removed from the real experiences of African women. No amount of money or schooling can substitute for lived experience,” she explains.
Today, Native Child products are available not only across South Africa but also in Swaziland, Namibia, Botswana, Ghana, and the USA. Sonto’s vision, once local, is now global. “I initially just wanted every South African family to have at least one Native Child product,” she says. “But soon, requests started coming from all over the world, and that helped me expand my vision.”
Beyond business, Sonto is passionate about uplifting young people. Through Native Child’s School Empowerment Tour, her team has visited over 50 schools, donating tablets, hosting motivational sessions, and encouraging learners to believe in themselves.
“This is an investment in the next generation, a generation that must believe in its own potential,” Sonto shares. Native Child’s CSI initiatives are designed to remove barriers to learning and build environments where young people can thrive.
Her efforts haven’t gone unnoticed. Native Child has received multiple accolades, including the Best Small Enterprise Development Award at the Clicks Supplier of the Year Awards in both 2021 and 2023, and two Gold Pack Awards for product excellence and innovation.
Despite her success, Sonto’s journey hasn’t been without challenges. “Educating customers about online buying was one of the biggest hurdles,” she says. “Not everyone was comfortable purchasing online, but we guided them step by step, and now those same customers help spread the word.”
Breaking into retail also came with its learning curve. “Retail looks easier than it is,” she admits. “We were fortunate to work with the right partners who helped us understand data, analyze performance, and make informed financial decisions.”
Her biggest lesson? Hiring the right people. “You can’t just employ people who need a job, they must love what they do and align with your vision,” she advises.
When asked what advice she would share with aspiring entrepreneurs, Sonto offers these golden principles:
Be ready to work. “You’ll put in more hours than you ever imagined.”
Surround yourself with supportive people. “Emotional support will get you through tough days.”
Know your business inside out. “Don’t rely on others to move your vision forward.”
Avoid unnecessary debt. “Start small, grow organically - I began with just one product.”
Today, Sonto Pooe stands as a beacon of what it means to turn pain into purpose and vision into victory. Her story is a masterclass in perseverance, passion, and purpose - a reminder that African women are not just consumers in the beauty industry but powerful creators shaping its future.
In her own words, “Being born African is not always easy, but I want every Native Child to feel proud of their heritage and never feel like they have to be someone else to be accepted.”
For more, visit: Native Child
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