Where We Started…

 

I am Natural (PTY) Ltd was officially launched in June 2020.

We started as an online platform/e-Commerce site that sells and distributes beautiful, proudly South African and African brands that are safe for use in the natural hair industry. Our product portfolio included hair care, accessories and apparel.

 

   
Woman with curly hair holding lemon

Vision

 

At I Am Natural, we believe that small, local beauty brands deserve the same infrastructure, visibility, and support as global giants.

We started as a curated e-commerce platform, connecting conscious consumers with proudly African natural hair and beauty brands. But as our community grew, so did our vision.

Today, we’re evolving into South Africa’s first natural beauty distribution hub — a platform that doesn’t just sell your products but powers your entire growth journey.

What We’re Building…

We’re on a mission to provide:

Visibility

Through a trusted online marketplace

Support

With marketing, content creation, and sales tools

Structure

Via professional packaging, fulfillment, and logistics

Scalability

Through tech, vendor dashboards, and a future-ready app

Whether you’re blending shea butter in your kitchen or fulfilling orders from your garage, I Am Natural is here to help you scale with integrity and ease.

Rooted in Africa. Built for Growth.

 

We’re more than a store. We’re a movement—championing local excellence, clean ingredients, and the power of heritage.

Our vision is to see hundreds of independent beauty brands thrive with the tools, infrastructure, and community they need—starting right here in Cape Town and expanding across the continent.

Values

I am covered by Grace

I am Beautiful

I am Bold and Strong

I am Confident and Courageous

I am Purposeful

I am Wise

I am Joyful

I am Natural