Startup Story

Mmakgabo Dlomo is the founder of iNtombi in South Africa, an all-natural hair care line dedicated to empowering women with afro-textured hair. With a background in psychology and communications, as well as extensive experience working in mental health in both the UK and South Africa, she has a deep understanding of people and their needs. Driven by her own journey of self-acceptance and motherhood, Mmakgabo created iNtombi in 2022 to provide nourishing, high-quality hair care solutions that promote a sense of pride and connection to one’s natural beauty. Her mission is to change the narrative around afro-textured hair, fostering a community where women celebrate their uniqueness and embrace their identities.

LoA spoke to the passion-driven Mmakgabo Dlomo about her entrepreneurial journey, her passion for natural hair care, and her ambitions for the future.

What does your company do?

iNtombi is more than just a hair care brand - it’s a movement of self-love and empowerment for women with afro-textured hair. We specialise in creating natural, high-quality hair care products that are specifically designed to nourish, protect, and celebrate the beauty of afro-textured hair. Our products are made from the best natural ingredients, offering a holistic approach to hair care that’s gentle, hassle free yet effective.

At iNtombi, we understand that caring for afro-textured hair can be a deeply emotional experience. For many women, like myself, it’s not just about hair, it’s about reconnecting with our roots and reclaiming our natural beauty after years of being told that our hair needed to be "tamed" or "fixed." I started this company because I didn’t want my daughters to grow up with the same struggles and insecurities that I faced. I wanted them to love their hair, and through iNtombi, I want to offer the same experience to other women and girls.

Whether you're transitioning back to your natural hair or simply looking for products that actually work for your unique texture, iNtombi is here to support your journey with care, simplicity, and love.

What inspired you to start your company?

iNtombi was born out of a deeply personal journey of self-acceptance and a desire to break a cycle of hair struggles that so many women with afro-textured hair know all too well. Growing up, my perception of beauty was shaped by the fact that my mother’s hair was very different from mine, it was softer and had a finer texture. I saw her hair as beautiful, while mine, being thicker and coarser, felt less so. Like many, I was taught that straight hair was more manageable, more acceptable, and that belief led me down a path of chemical treatments and painful braiding, leaving me feeling that my hair—and by extension, myself, wasn’t enough.

When I became a mother, I found myself at a turning point. My first daughter was born with hair just like mine, while my second daughter had hair more like my mother’s. In that moment, I realised I didn’t want them to grow up with the same internal conflict I had. I wanted them to both love their hair, to see its beauty in its differences. For me, it was no longer just about taking care of hair, it was about shaping how my daughters saw themselves, and how they understood beauty.

I became determined to raise them to love every part of themselves, especially their natural hair, as it forms a vital part of their identity. But as I searched for products that would help us do that, I realised the hair care market wasn’t serving women with afro-textured hair properly. There weren’t enough natural, nourishing products that respected the uniqueness of our hair while making hair care simple, painless, and hassle-free.

That’s when I decided to create iNtombi. I wanted to build something that not only provided high-quality, natural hair care solutions but also empowered women to embrace their natural beauty with ease. iNtombi isn’t just about hair, it’s about fostering a sense of pride in who we are, naturally. It’s about changing the story for the next generation, starting with my daughters and extending to every woman who’s ever been told her natural hair wasn’t beautiful.

What makes your business, service or product special?

What makes iNtombi truly special is our holistic approach to afro-textured hair care, with a focus on maintaining healthy, moisturised hair between wash days, when dryness and breakage are most common. Many products cater only to wash day, but we recognise that it’s the time between washes when your hair needs the most care. That’s why we’ve developed a system that keeps your hair nourished, soft, and protected every day.

Our signature approach follows the LOC method, a step-by-step routine using Liquid, Oil, and Cream to lock in moisture and prevent breakage. Each step is supported by one of our carefully crafted products to make sure your hair care routine is effective and hassle-free:

Liquid: iNtombi’s Rejuvenating Mist, a hydrating spray that replenishes moisture and refreshes your curls. It sets your hair up to receive nourishment and moisure in the following steps.
Oil: iNtombi’s Nourishing Potion, a lightweight oil blend that seals in hydration and adds shine without weighing your hair down.
Cream: iNtombi’s Moisturising Butter, a rich, creamy formula that locks in all the moisture and protects your hair from dryness and damage.

By following this method, we’ve taken the guesswork out of natural hair care, ensuring your hair stays hydrated, manageable, and strong throughout the week. Our products work together in harmony, making your routine simple and stress-free, whether you're caring for your own hair or teaching your daughter how to embrace and nurture hers.

At iNtombi, we’re not just selling products, we’re offering a complete system that respects and celebrates the beauty of afro-textured hair, helping you create a hair care ritual that’s as effortless as it is effective.

Tell us a little about your team

At iNtombi, the heart and soul of the business is me, as the founder, working hands-on with every aspect of the brand. From product development to customer engagement, I oversee each step to ensure that we stay true to our mission of providing high-quality, natural hair care products for women with afro-textured hair. My journey and personal connection to our customers’ needs fuel everything I do.

However, I also rely on a small but passionate group of part-time team members who help with external sales activities, including market days and activations. They play a key role in bringing iNtombi’s message and products to the community, helping us connect with women face-to-face and share the story behind the brand. Their enthusiasm for iNtombi’s mission is what makes them invaluable to our growth.

While we may be a lean operation, we’re driven by a deep passion for empowering women to embrace their natural beauty, and together, we’re creating a brand that truly cares about our customers’ hair care needs.

Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?

I studied psychology and communications, so I’ve always been driven by a passion for understanding people and their needs. However, I don’t come from an entrepreneurial background, so stepping into this space has been both a challenge and an opportunity for growth. My journey as an entrepreneur has been deeply transformative, not just in terms of building a business, but also in the personal development it has required.

Starting iNtombi forced me to confront and overcome many myths I had about myself and my capabilities. I had to shed limiting beliefs about what I could or couldn’t do, learning to trust my vision and embrace the challenges that come with running a business. It’s been an intense learning curve, but also incredibly rewarding.

While I didn’t have a background in entrepreneurship, I quickly realised that my skills in psychology and communications gave me an edge in connecting with my customers on a deeper level. Understanding their emotional needs, especially around hair and self-image, helped me build a brand that goes beyond just selling products. It’s about creating solutions that make women feel empowered and seen.

This journey has taught me resilience, adaptability, and the power of self-belief, and I’m proud of how far I’ve come.

What are your future plans and aspirations for your company?

My vision for iNtombi is to grow it into a globally recognised brand that empowers women with afro-textured hair everywhere. I believe that every woman deserves to feel confident and beautiful in her natural hair, and I want iNtombi to be synonymous with quality, authenticity, and empowerment on an international scale.

To achieve this, I plan to expand our product line to include even more innovative, natural hair care solutions that cater to the diverse needs of our customers. I also aim to enhance our presence through strategic partnerships and collaborations, allowing us to reach more women and share our message of self-love and acceptance.

Additionally, I’m passionate about building a strong community around iNtombi, where women can connect, share their stories, and support each other in their hair care journeys. My aspiration is not just to sell products, but to create a movement that celebrates the beauty of afro-textured hair and fosters a sense of belonging.

Ultimately, I envision a future where iNtombi is not only a brand but also a symbol of pride and empowerment for women worldwide, helping them embrace their natural beauty and reconnect with their identities.

What gives you the most satisfaction being an entrepreneur?

What gives me the most satisfaction as an entrepreneur is the incredible journey of starting something from nothing and watching it grow and evolve. There’s a unique joy in seeing my vision for iNtombi come to life, knowing that each step forward is a reflection of the hard work and passion poured into this brand.

Engaging with our customers and hearing their stories brings me immense fulfillment. It’s amazing to witness how our products not only transforms their hair but also their lives, giving them a renewed sense of self. I’ve heard from mothers who tell me that caring for their hair has become a beautiful point of connection with their children, a shared experience that fosters love and pride in their natural beauty.

To know that iNtombi plays a part in creating these meaningful moments is truly rewarding. It reinforces why I started this journey in the first place: to empower women and families to embrace their uniqueness and celebrate their hair as a part of their identity. Each success story is a reminder that I’m making a difference, and that’s what fuels my passion every day.

What's the biggest piece of advice you can give to other women looking to start-up?

The biggest piece of advice I can give to other women looking to start up is to trust yourself and embrace your unique journey. It's easy to feel overwhelmed by self-doubt and the challenges that come with entrepreneurship, especially when you’re comparing yourself to others. Remember, your experiences and perspective are what set you apart.

Invest time in personal development and surround yourself with a supportive network of like-minded individuals who inspire and uplift you. Don’t be afraid to ask for help or seek mentorship; learning from others can provide invaluable insights.

Most importantly, stay true to your vision and values. Building a business is a marathon, not a sprint, so be patient with yourself and celebrate the small wins along the way. Trust that your passion and dedication will guide you, and keep pushing forward, even when the path gets tough. You have the strength to create something beautiful, and your journey can inspire others to do the same.

Find out more

Email: info@intombihaircare.co.za

Website: https://www.intombihaircare.co.za/

Facebook: https://www.facebook.com/intombisa/

Instagram: https://www.instagram.com/intombi_sa/

Why LoA loves it…

Building a new brand is never easy, particularly when it is in a competitive marketplace, but finding your niche market is key to success. For Mmakgabo Dlomo, her gap in the marketplace is to build a natural hair care brand for women with afro-textured hair - and she is doing this organically. Her business grows as she grows her client base of satisfied product users who return time and again. This is a hair-care brand to watch over the coming months and years as it looks to cement its market position and advice its growth strategy. — Melanie Hawken, founder & ceo, Lionesses of Africa