For some, natural hair comes with challenges – itchiness, dryness, dandruff, and the struggle to keep it looking its best. That’s why many opt for relaxers. However, for those with confidence, rocking their natural hair makes a statement. Just ask Aphelele Mjana from East London, Eastern Cape.
Mjana turned her hair struggles into a business, creating Hairctic, a brand that blends natural oils and herbs to suit her hair type.
Mjana often used hair extensions to hide her frustration with her natural hair. However, when she moved from East London to study at the University of Cape Town in 2015, she had to start doing her own hair due to time and financial constraints.
“I realised keeping it in protective styles year-round wasn’t affordable,” she says. “My thick hair was also hard to manage daily.”
Out of curiosity, Mjana began researching products that could help her wear her natural hair without using harsh chemicals. She says a Ghanaian woman introduced her to shea butter.
“I started experimenting with it, mixing it with different oils and herbs until I found a formulation that worked for my hair.”
Aphelele Mjana
“Initially, I wasn’t thinking of making a business out of it – just trying to find an affordable way to manage my thick hair.”
Her friend admired her hair’s shine and health, sparking word-of-mouth demand from others with similar hair types.
Building a haircare brand rooted in results
Hairctic has been producing hair butter since its trial phase in 2019, but the brand was officially registered in 2021. The complete range now includes a hair mask, hair serum, and a leave-in conditioner, which are still in the testing phase.
Mjana says the products are crafted from a blend of natural herbs, butters, and oils that are not only effective but also environmentally friendly. Ingredients like shea butter, coconut oil, and castor oil provide deep nourishment and hydration, while rosemary and peppermint help stimulate the scalp.
“Each ingredient is chosen for its proven benefits for natural hair, and we ensure everything is sustainably sourced.”
She adds, “Our commitment to using natural, plant-based ingredients means we can provide products that are gentle on both the hair and the environment.”
Her brand grew from people seeing real results, she says. She didn’t have a large social media following or a big marketing budget.
“Instead, I focused on creating products that really work and speak for themselves. People started to see results and recommended Hairctic to others, which helped the brand grow steadily and organically.”
Mjana tells Food For Mzansi that building her market was all about delivering value. She adds that she ensures her brand maintains the highest quality to satisfy her customers.
“My customers became my best advocates, and even without a large online presence, word of mouth and trust kept Hairctic alive and growing.”
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More than hair products
As a stay-at-home mom, Mjana earns from her brand and creates handcrafted accessories like hair bonnets and pillowcases.
“These aren’t just extra garments – they help keep hair moisturised and shiny,” she says. “Each piece is crafted with premium materials for durability, comfort, and maximum hair protection.”
She adds, “Our satin and silk-lined products don’t just look good – they prevent frizz, breakage, and moisture loss, keeping hair hydrated and healthy.”
Customer feedback motivates her. “My hair is healthier, more manageable, and retains moisture better. The feedback proves Hairctic products work – people say their hair is stronger, [their] scalps [are] healthier, and they feel more confident embracing their natural hair.”
Hairctic is expanding into a full natural hair care range. “I also dream of opening Hairctic haircare centres for personalised advice and recommendations.” These centres would include hair testing to offer tailored solutions.
She shares key elements for building a unique business model:
- Passion and purpose: A business should solve a real problem. Without passion, staying motivated through challenges becomes difficult.
- Research and innovation: Continuous learning is essential. As markets evolve, businesses must adapt and improve their products or services.
- Customer-centric approach: Listening to customers helps shape the brand and ensures their needs are met.
- Resilience and adaptability: Entrepreneurship comes with setbacks, but adapting and pushing forward keeps a business thriving.
- Authenticity and brand storytelling: People connect with real stories. Being transparent about challenges and the journey builds trust and loyalty.
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