Shonisani Braids empowers Black women through beauty pride and sisterhood

Born in one of the country’s most uncertain times—just a week before the national lockdown was announced—Shonisani Braids has blossomed into a trusted and beloved name in the fibre hair industry.

 

Founded by actress and creative powerhouse Shonisani Masutha, the brand’s journey is nothing short of a testament to resilience, vision, and heart. The early days were tough, with nearly a year of not being able to trade, yet Shonisani turned those challenges into stepping stones—growing what once seemed impossible into a thriving success story worth celebrating.

 

But this passion wasn’t sparked overnight. Shonisani has always been an avid braids girl. She first started off as an ambassador for Afrotex SA, but long before that, she had already begun playing around with her hair. Short braids, long braids, buns, etc.

 

“My mom has three daughters; I’m the last born, and she used to sit and braid all of our hair one by one. We’d get involved in each other’s processes. We’ve always had really lush hair—well done to my mom for passing down those great genes—and we had so much fun playing around with it,” she reminisced warmly.

 

From a very young age, hair has been an essential part of her identity—especially during times when she had to defend her natural crown in a school environment where Black hair was too often misunderstood and unfairly policed.

 

“And because of society’s pushback against our hair—not being long enough or straight enough—being full of pride in one’s hair really adds to who you are. I can’t separate myself from it,” she said.

It is from that foundation that Shonisani desires to further champion Black hair. And what better way than to actively participate?

 

 

“Conversations around hair are always so empowering, because it’s there that you realise hair is an extension of who we are—no matter how you choose to wear it. Hair allows us to define what we think is beautiful and is power, and it really is more than just hair. It is a part of every fiber of your being,” she explains.

 

She recalls how the early building phases of this multi-colour hair meant often having to convince people to believe in her brand, despite competing with many already well-established names in the industry. She had to demonstrate the quality and power of her brand.

 

“Since then we have built so many great relationships that just keep growing,” said the proud owner.

 

Her participation in this sometimes controversial industry is also about generational African beauty that transcends the here and now and goes way back to our ancestry days.

 

As a hair girlie herself, she expresses how her self-care starts at that point of her taking care of her own hair.

 

“I have a few aces up my sleeves that help enhance my own haircare journey—the Afrotex hair food and spray that have aloe and peppermint that really seep into my scalp. I also use tea tree oil as well on my hair—and these are non-negotiables when it’s wash day. When I started my hair journey, I called my hair Afro-samurai because of how lush and beautiful my hair is.

“Her go-to hairstyles are braids. I actually bought a wig two years ago, and I still haven’t unboxed it,” she said, laughing.

 

But beyond the beauty side of things, she aspires for her brand to represent sisterhood and being there for each other even if it’s on the social media streets.

 

 

“I’ve heard how so many women attest to how this brand is all about girls’ girls being girls’ girls. When someone posts under the hashtag #Shonisanibraidgang, we will find you, we will put your post on blast, and we will celebrate whatever hair and decision you have made. So it’s a place of community, of sisterhood, and a safe space that I am so proud to see being developed,” said the entrepreneur.

 

The dream? The dream is BIG.

“The dream is for Shonisani braid to be in every hair salon, on every head and be part of every story. We are not even trying to be the main character; we are just happy to be here and really support every Black woman’s story.

 

When it comes to hair representation, for Shonisani it looks like a whole lot more ownership.

“It’s time that young girls start seeing themselves not only on the boxes but in boardrooms as well,” she said.