The Future is Afro

“For us, by us.” This was the message organisers of the fourth Natural Hair and Beauty Expo (NHBE) aimed to leave with those who attended their event.

Centered around the theme ‘Re-Imagine Namibia’, the expo took place on 8 September at the IUM campus in Dorado Park, Windhoek.

NHBE is a highly anticipated event. A space where Africans can celebrate their various cultures and heritage when it comes to all things hair and beauty related, including talks and discussions as well as a showcase of products and services.

One of the organisers, Zodidi Gaseb, who works alongside Kumbi Short, Martha Mukungu and Sharon Emvula, said the expo was an opportunity and safe space to be around like-minded Africans.

Entrepreneurs have the opportunity to exhibit their products to a hungry audience who have previously struggled to find products suited for ethnic hair and skin, and the expo also provides the opportunity to showcase creative styling. “We want people to realise that there is a need for these types of products and services. Where people can actually tap back into the economy of the country,” said Gaseb. One of the NHBE panelists, Patrick Sam, says there’s a difference between promoting local products or local business people. There are people who act under the guise of selling local products but instead sell foreign imports. Such practices won’t enhance Namibia and give people better opportunities.

“Buying local really means things that are innovated and produced or the value is added or repackaged locally,” Sam explains.

“It’s not about just buying local, it’s about buying products that create the best opportunities for people, best opportunities of employment, best opportunities for adding creativity and beneficiation to products that are produced here.”

The expo being very much Afro-centric gives attendees the opportunity to learn about the many different hair types, and what is required to take better care of their tresses or their skin.

The natural hair trend has grown over the years and seen many women and men embracing the natural state of their hair without the use of harsh chemicals, which have been used on ethnic hair as a means to make it more ‘manageable’.

This growing billion-dollar industry has allowed those who opt for the natural route better options when it comes to choosing products to use in their hair care routines, now that the movement has hit the mainstream.

NHBE breaks down the misconceptions centered around managing African hair. This was conveyed in talks hosted by Kalistu Mukoroli on beard care and male grooming and a demonstration by Short on styling and caring for dreadlocks. Showing that hair care and beauty does not only need to focus on women.

The theme of this year’s NHBE emphasised the importance of African representation in a modern society.

A panel discussion featuring Sam, Rivolta Sata, Vitjitua Ndjiharine and Masiyaleti Mbewe focused on the importance of telling our own stories and supporting local.

Mbewe says that with the natural hair movement, millennials are taking back their narrative and now when they raise children, they will know how to care for their hair.

“We are moving towards understanding, loving and caring for our own hair, unlike back when I was in high school, there was nothing,” Mbewe explains.

Even though she has worn dreadlocks for years, there was plenty she learnt about her hair at the expo.

“Everyone had this common goal – to celebrate being black and celebrate our hair, which is something we were told to hate.”

Sata, who has never used any chemicals in her hair, says she’s very conscious about what she puts into and on her body. “My natural hair is a big part of my identity and I can’t imagine it any other way. Keeping my hair free of chemicals goes along with the person I am.”

Sata says that having such conversations is important for people to now know that “the natural hair movement is not some inaccessible Narnia,” she says.

Founder of Ethnic Essential, Iyaloo Amadhila, who has sported natural hair for five years, says more Namibians are getting into the natural hair movement and are beginning to understand their hair and take better care of it.

Amadhila says people need to understand that unlike some have led us to believe, natural hair can grow long with the help of natural products.

Another entrepreneur, Ndafika Munyama, says getting involved in NHBE is a fruitful experience because one is able to become familiar with their competitors in the hair and beauty industry. It’s a space to meet other entrepreneurs and form relationships that could lead to future collaborations.

In the same breath, exhibitor Metilda Ntomwa says the scramble for natural hair products is no longer an issue as the expo featured many businesses that focus on natural hair products at affordable prices.

Ntomwa adds they can easily complement each other. If she, for example, does not stock a specific product, she can refer customers to those who do.

NHBE hosted various workshops on building a personal hair care regimen as well as business-oriented topics aimed at exhibitors to teach them about financial management, customer engagement and branding.

Gaseb described this as a trial and error process but was impressed to see that some who attended the branding workshop made serious improvements at the expo – like entrepreneur Saio Shiwana, who started her brand focusing on coconut oil products three months ago and increased her knowledge on how to better operate her business.

“For now I am hoping the movement continues, whether the expo is there or not,” she ends off.

– @LiquoriceKiki on Twitter

In an age of information overload, Sunrise is The Namibian’s morning briefing, delivered at 6h00 from Monday to Friday. It offers a curated rundown of the most important stories from the past 24 hours – occasionally with a light, witty touch. It’s an essential way to stay informed. Subscribe and join our newsletter community.