Growing up in South Africa, Kayla Kim Kay struggled to find natural hair products that catered to her curly and coily hair. “The beauty standard was never curly, coily, or Afro hair,” she explains to OkayAfrica, noting the absence of many brands during her youth. This personal gap motivated her to enter the hair care industry straight out of high school, eventually founding her own company, Afrocurl.
Similarly, Mwangi Muthoni, the founder of Dreadlocks Nairobi, discovered his passion for hair care through his own need for locs. “Being a self-taught loctician, I pride myself on always learning,” he says, emphasizing the joy he found in the craft.
Both entrepreneurs have leveraged TikTok to build their audiences and expand their businesses. “TikTok has been a game changer,” Muthoni states, highlighting its role in connecting with local and global audiences. With a combined following exceeding 130,000, they have transformed the platform into a community hub that celebrates authentic Blackness and Afro-centric beauty.
Their efforts have not gone unnoticed, as both Kay and Muthoni were recognized on TikTok’s inaugural Visionary Voices Africa List, which showcases creators and entrepreneurs reshaping African identity. This recognition provides them with increased visibility and resources to further their missions.
Kay is determined to challenge beauty stereotypes. As a Black woman in the cosmetics industry, she faced gender bias, which contributed to feelings of imposter syndrome. “This left room for self-doubt to kick in,” she admits. Despite starting Afrocurl with her last paycheck and making personal sacrifices, she remains resolute in her goal to promote acceptance of natural beauty. “It’s what allows and gives others hope to love their natural hair,” she says.
Muthoni, on the other hand, is dedicated to mentoring others in the industry. While he faces challenges like staff poaching, he believes in cultivating strong relationships through shared experiences. “Every person has a different loc journey,” he notes.
Looking ahead, Muthoni envisions opening an academy to teach loc styling, aiming to enhance understanding of Afro hair needs. Meanwhile, Kay focuses on advancing the ethical beauty movement with her organic, vegan, and eco-friendly products. Her message is clear: “Embrace the hair that you were born with, help nourish and look after it.”
