When Gwen Zwane learned in 2021 that her daughter had been told her natural curls weren’t “neat” unless straightened, something shifted in her. The pain of the comment was real, but she turned it into a purpose. That moment sparked the creation of Lafezeka, a brand where curls and beards shine, just as they are.
Zwane knew no one should feel that their natural hair is anything less than beautiful.
Their range includes products for adults and kids, whether you’re looking for a detangler for your little one, shea butter to revive your curls, or beard oil for dad.
She says the magic of Lafezeka lies in its ingredients. They use ingredients like shea butter, castor oil, sweet almond oil, peppermint, and tea tree oil.
“Each ingredient is carefully selected not just for its individual benefits but for how well it works in harmony with others to restore, strengthen, and support healthy, thriving hair from root to tip,” she shares.
Creating a beauty brand
Zwane recalls those early days with honesty. One of the biggest challenges was getting the formulation right.
“I didn’t want to just white-label a product or use someone else’s formula. I wanted something that truly worked for natural hair, especially for women like me and my daughter,” Zwane says.
That meant months of blending, testing, and collecting honest feedback from family and friends. It was a cycle of trial, adjustment, and returning to the drawing board.
“Funding was another major challenge. I didn’t have investors or a big budget, so I had to make do with what I had.”
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With over 15 years of experience in IT, she tapped into her skillset.
“I leaned on my skills from my IT background. I designed the branding myself, created the labels, managed the social media, and handled all the admin behind the scenes.”
Gwen Zwane
“It wasn’t easy, but I believed in the vision. It’s been a journey of faith, learning, and perseverance, and I’m still growing,” she adds.
Curls and corporate pressures
The making of this brand, she says, isn’t just a family story, but a tribute to those still struggling to find products that truly work for their natural hair, especially women.
“What added fuel to that fire was what I observed over the years working in the corporate world. I saw how so many women, especially in male-dominated industries like renewable energy, battled with managing their natural hair while trying to meet unspoken standards of ‘professionalism.’”
Office hallway chats and whispered frustrations stayed with her, stories of cancelled hair appointments before meetings and the pressure to look a certain way.
“It was clear that hair wasn’t just hair. It was tied to confidence, identity, and how we showed up in the world.”
She adds, “These experiences stayed with me and made it even more important to create a brand that not only offered quality hair care solutions but also championed natural beauty and empowered women to be their authentic selves – at work, at home, and everywhere in between.”
Lafezeka’s next chapter
Zwane says Lafezeka isn’t just about beautiful packaging or trendy buzzwords. Every product is thoughtfully designed with moisture and overall hair health in mind, especially for African textures, she notes.
“We understand that everyone’s hair journey is different. Our formulations support a range of textures, from coily and afro-textured hair to soft waves, and even men’s beards.”
She’s also looking ahead with exciting plans. “We’re exploring tech-based innovations, like tools that assess hair health and offer personalised product recommendations.
“Beyond the products, I want Lafezeka to be a platform for education, empowerment and entrepreneurship, offering training, creating jobs, and uplifting communities through pop-up experiences, workshops, and collaborations.”
Zwane’s three golden tips for building a brand from scratch:
- Know your why: Start with a clear purpose. Understand why your brand exists beyond just selling a product. Your “why” will guide your decisions, connect with your audience emotionally and keep you grounded during challenges.
- Listen to your customers: Feedback is gold. Your customers will often guide you better than any strategy. Listen to their experiences, preferences and concerns, then adapt accordingly. Building with them creates loyalty and a strong community.
- Start small, think long-term: You don’t need to have it all figured out on day one. Start with what you have, do it well, and scale as you learn. Focus on building quality over quantity and always keep your bigger vision in sight.
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