The products are available at selected stores in Western Cape.
A picture of 10-year-old Liesl Smerdon that inspired the establishment of Curl Chemistry. Picture: screengrab
A childhood photograph was all it took to change Liesl Smerdon’s relationship with her hair and begin her journey as an entrepreneur.
After years of straightening and relaxing her natural curls, the image of her 10-year-old self with a full head of curls inspired her to embrace the hair she had spent years trying to change.
What began as a personal journey and a R5 000 investment has since grown into Curl Chemistry, a proudly South African haircare brand now celebrating 10 years, with its products available on selected Checkers shelves.
This is not the first hair product from a small and medium business (SME) the retailer is stocking on its shelves.
No products for curly hair
According to the Shoprite Group blog, Smerdon didn’t want to embrace her natural hair in high school or university; she straightened, relaxed and flat-ironed it.
However, one day she was going through her family photo album and saw how she looked at 10 years old with a head of natural curls.
That photo inspired her to embrace her natural curls again. “I remember thinking, ‘Wow, my hair actually looks really beautiful,'” she said.
Smerdon started experimenting with oils and hair products, but quickly discovered few retail products were 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.”
R5k investment for curly hair products
She said it all started with a R5 000 investment from her father, one leave-in Curl Activating Cream, a Facebook page and a leap of faith.
Today, the brand, Curl Chemistry, is celebrating a decade with nine products stocked in selected Checkers stores across the Western Cape.
“I had no idea what was coming,” she said about the overwhelming positive reaction in the beginning. “My Facebook inbox was completely full. People from all over South Africa, and even overseas, were messaging me.”
Smerdon worked as a finance administrator when she started turning this personal project into a business.
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.
A united front
Like the popular saying, “no man is an island”, Smerdon’s family was the business’ backbone. From her parents opening their garage so she could operate from there, to her husband being her sounding board, financial adviser and logistics partner.
Smerdon’s father, Patrick Katzen, said that in his household, when one person has an idea, everyone chips in.
“We’ve always been a very close-knit family, so when people came up with the idea, everybody just jumped in. We were in the background running back and forth to supply more because the product was selling so fast.
“We always believed in our authenticity and believed there was a market out there. Luckily, so many women were on board.”
Light at the end of the tunnel
According to Shoprite, Smerdon knocked on different retailers’ doors for eight years, and no one gave her product a chance. The Covid-19 pandemic also disrupted her business, as it did for many other businesses worldwide.
“I was speaking to investors and people who wanted to buy the business because things really weren’t looking good,” she said. “I felt like giving up because I wasn’t seeing any profits.” However, things changed in 2024 when Checkers decided to stock Curl Chemistry.
“Getting that confirmation was overwhelming. This opportunity put us on the map.”
The increased demand has also enabled Curl Chemistry to grow. What started as a one-woman operation now employs one permanent employee and three casual workers, as well as Smerdon and a dedicated social media manager.
She also acknowledged the challenges she continues to encounter as the business grows.
“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,” Smerdon said. “I have not mastered the juggling act. Every day is a learning curve.”
Lesson: “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.”
