In Conversation with Shonisani Masutha

Over the past five years, South Africa’s hair care industry has undergone a major shift, moving from imported synthetic products toward locally produced, ethically sourced, and texture-inclusive hair brands. A report by Euromonitor shows that the ethnic haircare market is valued at over R4 billion, with growing consumer demand for products that celebrate authentic African beauty.
Local entrepreneurs like Shonisani are part of this new wave promoting products that not only cater to protective styling and scalp health, but also foster self-love and identity pride. Her brand, Shonisani Braid, stands at this intersection of beauty, culture, and entrepreneurship, giving women access to high-quality braiding hair that supports both confidence and creative expression.