Nativechild proves that homegrown haircare deserves a place in your routine

Founder Sonto Pooe’s Veuve Clicquot Bold Woman finalist nomination puts Nativechild firmly in the spotlight. We spoke to the entrepreneur and tested the products that have made the homegrown brand a textured hair favourite.

The beauty industry has never offered more choice, yet for consumers with textured hair, finding products that genuinely deliver can still feel surprisingly limited. Today’s shoppers are looking beyond glossy packaging and lofty claims, instead scrutinising ingredient lists, researching formulations and investing in brands that understand the unique needs of curls, coils and kinks.

Few South African brands have answered that call as convincingly as Nativechild. Founded in 2015 by entrepreneur and 2026 Veuve Clicquot Bold Woman Award finalist Sonto Pooe, the homegrown brand has built a loyal following by creating plant-based hair and body care rooted in both lived experience and cosmetic science.

With Pooe receiving one of business’ highest honours, we wanted to understand what has made Nativechild resonate with so many consumers, and to find how its bestselling Hair Growth Castor Oil earned its cult status.

Today, Nativechild’s range remains vegan, plant-based and free from parabens, although Pooe believes ingredients are only part of the story. Moreover, the Nativechild founder takes pride in the fact that what makes the cosmetics range different is that “it was built by someone who lives the experience of our customers every single day. I am my own target customer. I understand coily, textured hair because it is my hair,” says Pooe.

ALSO READ: Hairline trouble? These are the best scalp serums for breakage, shedding and edge loss 

That perspective is particularly important when it comes to natural hair, a category she believes has historically been underserved. ” We care deeply about the health of the people we serve and the impact of what goes onto their bodies. That is what sets us apart.”

That insight has shaped everything from the ingredients Nativechild selects to its emphasis on moisture, gentle cleansing, and long-term hair health rather than quick cosmetic fixes.

For Pooe, Nativechild wasn’t born only out of an ambition to build a beauty empire but from a personal frustration. “I created it because I could not find a clean, effective product on the market that I felt comfortable using on myself and my family,” she explains. That search led her to formulate a Hair Growth Castor Oil from her kitchen, never imagining it would become the foundation of one of South Africa’s most recognisable clean beauty brands.

The bestseller

“The Hair Growth Castor Oil was our very first product, and it remains our bestseller because it was created from a place of genuine need. It was not a trend or a marketing exercise,” she says. “Just because something is working does not mean it cannot work better.” For a brand that’s built its reputation on listening to customers rather than chasing trends, those products feel less like beauty novelties and more like dependable staples that earn their place through consistent performance.

With this ethos in mind, I wanted to find out whether the products reflected the brand’s promises, so I incorporated their bestselling Hair Growth Castor Oil into my regular routine over a couple of days.

Shop:

Nativechild Hair Growth Stimulating Castor Oil – 200ml: R86.90 at Nativechild online, Clicks, Checkers, Pick n Pay, Dis-Chem + Takealot 

Unlike many oils that sit heavily on the scalp or leave behind a greasy residue, Nativechild’s formula absorbs with ease. While I currently have braids, I’ve been using it along my hairline to soften my edges. While no hair oil can promise overnight transformation, I’m looking forward to seeing some improvement on an area that has been a problem for my hair over the years. This oil isn’t necessarily positioned as a miracle cure but as a reliable staple for hair growth, strengthening, for edges, and even for skin and lashes. For anyone looking to simplify their routine with a versatile treatment that supports healthy-looking hair without unnecessary fuss, it’s a product worth adding to your haircare regimen.

All about moisture

Pooe often returns to the importance of consistency over quick results, arguing that healthy hair is built through habits rather than hero products. “We focus on moisture, strength and gentle care. Our products are formulated specifically for those needs.”

An example of this is the Nativechild Hydration Mist, a blend of aloe vera and vitamin E designed to deliver an instant boost of moisture to both hair and scalp. While I have braids, I have been using this product at night, spritzing it between the rows of braids before bed. The cooling formula carries a clean, mentholated scent that feels reminiscent of a fresh salon visit. Unlike many leave-in moisturising products, which can leave behind a chalky residue that resembles dandruff by morning, the mist absorbed cleanly without any noticeable build-up. Although my hair is chemically straightened when it’s not in a protective hairstyle, my regrowth tends to still become coarse due to less frequent wash days. I have noticed a slightly softer texture over the past few days. If you’re shopping for fuss-free moisturising products to keep your scalp comfortable and hair feeling hydrated between washes, add this to your cart.

Shop:

Nativechild Hydrating Mist – 100ml: R119 at Takealot.com

The multitaskers

When asked about the one product in the range that is underrated or underused, Pooe singles out the Whipped Shea Butter, describing it as “incredibly effective” for both hair and body despite its deceptively simple formula. “The quality of ingredients we use in it is exceptional, and it does so much for both the hair and the body,” she says.

Having never used a product formulated for both before, I was curious to try it as an all-over body moisturiser after showering. The whipped texture feels almost dry to the touch rather than rich or greasy, absorbing quickly into damp skin without the heavy residue often associated with shea butter. The fragrance is subtle enough not to compete with perfume, yet it leaves skin feeling comfortably nourished for hours.

Shop:

Nativechild Whipped Shea Butter Cream (250ml): R186.90 at Nativechild online

Additionally, the businesswoman believes that the Curl Enhancing custard “deserves more attention than it gets,” explaining that “it is such a versatile product”.

“I personally travel with 52ml sachet version as it keeps hair soft, moisturised, tangle-free, prevents breakage, making plaiting a breeze without any of the harsh chemicals you find in mainstream products,” she adds.

Shop: 

Nativechild Curl Enhancing Custard 250ml: R265 at Takealot.com

52ml sachet: R46.99 at Clicks

That understated versatility seems to encapsulate Nativechild’s appeal. As Sonto Pooe puts it, the brand wasn’t “built by a boardroom” but by someone who understands textured hair because “it is my hair.” That lived experience, coupled with an insistence on questioning every ingredient that goes into a formulation, is what gives Nativechild its credibility and why, after a few days of testing, the products feel like thoughtful staples I’ll happily continue using.

Shop more Nativechild bestsellers: 

Super Moisture combo (excluding hydration mist): R295 on Takealot.com

Super Moisture combo (including hydration mist): R368.40 at Nativechild online

Native Child 100% Avocado Oil 100ml: R84.99 at Clicks, Checkers, Pick n Pay, Dis-Chem, Nativechild online + Takealot  

Nativechild products are stocked across major retailers, including Clicks, Checkers, Pick n Pay, Dis-Chem Pharmacies and Takealot, with distribution extending to Namibia, Botswana, Eswatini, Lesotho, Ghana and the United States.

This article was not sponsored but contains affiliate links. If you make a purchase through these links, ALL THAT will receive a small commission at no extra cost to you. All opinions expressed are those of the editorial team.