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The natural hair movement has been on the rise in recent years, with growing numbers of African people embracing their natural hair textures - the coils, kinks and curls that make their hair unique. What was once a source of shame has now become a symbol of pride, identity and self-love.
For many years, Africans were subjected to mockery and discrimination because of their hair texture. Certain schools even enforced policies that excluded hairstyles such as locs, braids and twists. Chemically straightened hair was widely upheld as the standard of beauty. However, thanks to trailblazers like Gauteng-based entrepreneur Noma Diko, Africans are reclaiming their crowns and redefining beauty on their own terms.
Noma proudly upholds the South African badge and has been recognised for her work on major platforms, including trading at the DStv Delicious Festival, where Brand SA selected her as an entrepreneur who represents local excellence and innovation. She also uses natural ingredients, proudly contributing to a safer environment.
Her journey into the natural hair space began with a personal struggle. She recalls battling to find products that truly catered to African hair. That frustration became the foundation of her business, Nomakade Natural Haircare. "I try to use natural ingredients because a lot of the time, what is offered to us on the market is not made by us, for us," she explains. "It's often other people who capitalise. So, in 2012, when I couldn't find what I needed, I decided to get proactive and start making my own products."
Noma is currently part of Chemin's incubation program, but she sometimes works from home.
What began as a personal solution has since grown into a family-friendly brand suitable for everyone, from children to grandparents. Noma not only formulates her products but also manufactures them herself, proudly positioning herself as a young Black African woman building from the ground up.
Noma prides herself on producing products that promote environmental sustainability.
"I stay away from chemicals, I am clean, and my ingredients are locally sourced. The bottles that I use are also biodegradable," she adds.
Her passion and commitment have resulted in world-class products now available on international platforms such as Amazon, as well as Proudly SA and local retailers, including Makro SA and Takealot. Her products also feature at Prison Break Market, one of Jozi's popular markets. She credits part of her success to the supportive TikTok community and Joburgers, who have played a key role in amplifying her message.
"I do what I do because of the community. We have such a lack of knowledge when it comes to natural hair, so I try to bridge the gap between self-worth and the acceptance of the hair." She adds that Jozi's culture is bold.
"Joburg has made space for people like me to exist," she says proudly.
Beyond selling products, Noma's greatest passion lies in education. "My whole platform as a business, more than even selling products, is to educate and inform," she says. Inspired by the saying, 'Give a man a fish, and you feed him for a day. Teach him how to fish, and you feed him for a lifetime,' she believes education empowers queens and princesses to care for their hair confidently.
She adds that educating Africans about their hair has been both liberating and impactful, particularly at a time when many young people struggle with identity and self-esteem. "Without educating my people, I don't think I'd be happy," she adds.
By sharing knowledge and producing proudly South African products, Noma hopes to ensure that future generations grow up confident, informed and proud of who they are, starting with their hair.
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