Liesl Smerdon started Curl Chemistry in Cape Town in July 2016 specifically for people wanting to go back to their natural hair without using mountains of chemicals. Her products, she says, are vegan and contain only natural ingredients, such as coconut oil, castor oil and avocado oil. 

Smerdon, like many South Africans who started their businesses from home, struggled to find a route to the market. So in 2019 she linked up with local online delivery service Takealot — and now she sells about half her products through the platform. ..

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