Small businesses are often referred to as the backbone of the country's economy with hundreds of thousands operating in South Africa.
Many Small and Medium Enterprises (SME) owners start out their journeys in the business world with big hopes and dreams of making it big one day. They also go through daily struggles and find themselves innovating and adapting to match the changes and obstacles thrown at them on a daily basis.
Liesl Smerdon, founder and owner of Curl Chemistry was no different to the many business owners across the country and having been through it all, she and her company persevered through it all including the Covid-19 pandemic and now has her products stocked on the shelves in one of the country's largest retailers, the Shoprite Group's Checkers.
Curl Chemistry is a proudly South African haircare brand celebrating its 10th anniversary, with 9 products stocked in selected Checkers stores across the Western Cape.
Borne out of Smerdon's realisation that the struggles she faced growing up was actually not a struggle at all, her businesses
Curl Chemistry's origins can be traced to self love and being proud of your body.
When the 35-year-old Smerdon looked through a family photo album, she never imagined that one childhood photograph would eventually lead to a range of haircare products.
The photograph showed her as a 10-year-old with a head of natural curls.
It was a reminder of the hair she had spent years trying to change, she said.
"Throughout high school and university, I had straightened, relaxed and flat-ironed my hair, but that moment inspired me to embrace my natural curls again. I remember thinking, ‘Wow, my hair actually looks really beautiful,’” Smerdon said.
She said that she began experimenting with oils and hair products, but quickly discovered there were very few retail products designed for people making the same transition.
“I was having fun, making products for myself, my friends and my family. I never intended to start a business,” Smerdon said.
Based in Cape Town, Smerdon began with just R5 000, one leave-in Curl Activating Cream, a Facebook page and a leap of faith.
“I had no idea what was coming. My Facebook inbox was completely full. People from all over South Africa, and even overseas, were messaging me,” she said.
At the time, Smerdon was working full-time as a finance administrator and doing everything herself. After hours and over weekends, she filled jars, labelled products, packed orders, answered customer queries and managed the finances, often surviving on very little sleep.
“My husband helped me, but it was basically my baby, and one person can only do so much,” she added.
Her family became the backbone of the business. Her parents opened their garage in Parow so she could operate from there, and it remains the company’s base today. Her husband became her sounding board, financial adviser and logistics partner. As the business grew, so did their family.
The couple welcomed their first son, Eli, in 2020 during the Covid-19 pandemic, followed by their second son, Cole, in 2024.
For eight years, Smerdon knocked on retailers’ doors, hoping someone would give her products a chance.
As competition intensified and Covid-19 disrupted the business, she said she had reached breaking point.
“I was speaking to investors and people who wanted to buy the business because things really weren’t looking good. I felt like giving up because I wasn't seeing any profits,” Smerdon said.
Then, in 2024, Checkers decided to stock Curl Chemistry.
“Getting that confirmation was overwhelming. This opportunity put us on the map,” Smerdon said.
Being stocked in Checkers introduced Curl Chemistry to thousands of new customers, significantly increasing the brand’s visibility and strengthening consumer trust.
“People who had never heard of us before now discover our products while shopping,” she said.
The increased demand has also enabled Curl Chemistry to grow beyond its humble beginnings.
What started as a one-woman operation now employs one permanent employee and three casual workers, alongside Smerdon and a dedicated social media manager.
Smerdon speaking about the challenges of being a mother, juggling her full-time career and running a business.
“Sometimes your kids are sick and you are away from the business. Sometimes you might not feel like putting in the energy. But then you also get moments of encouragement. I have not mastered the juggling act. Every day is a learning curve,” she said.
For women dreaming of starting their own businesses, her advice is simple.
“Take one step at a time. Starting your own business is a gift you give yourself and it’s something you can always be proud of.”
ashley.lechman@nationalmg.co.za