They sold their house, now their business is a hair-raising success

For more than three decades, Norman Motsepe has built a career around helping South Africans look and feel their best.

Long before launching Essence Hair Care, he had already established himself as a respected figure in the country’s haircare industry.

Since the 1980s, he has worked with leading brands, tested products, owned salons across Pretoria and represented South Africa at the Bronner Bros Hair Show in Chicago, earning recognition as one of Africa’s leading stylists.

When economic conditions shifted, he stepped away from the industry – but his passion for haircare never faded. Years later, it was his son, Agobokwe, who encouraged him to return to what he loved most.

In 2017, Norman took the leap and launched a venture that would officially become Essence Hair Care in 2019.

Initially focused on supplying salons, the business was forced to rethink its strategy when Covid-19 lockdowns brought the salon industry to a standstill.

They sold their home to fund the next phase of growth and shifted their focus to cosmetic stores and online sales – a move that coincided with Agobokwe joining the business full-time.

“That was a very challenging period, especially because that was our entry point and there were already a lot of mistakes that we [made]. Payments were not coming through, we lost a lot capital so we had to make certain decisions. There were a lot of emotions,” Norman tells Mzansi Business podcast, describing the sacrifices the family made in order to create a buffer for the business after the Covid-19 pandemic.

“It was very important, and we managed to sustain [the business] because of that and we managed to open other doors.”

While he admits it was a tough decision, Norman believes putting their house up for sale was their best shot at funding the teething business.

“To get funding, you need to have run the race. The bank looks at what goes in and what goes out and we thought, without a profile, it [funding from banks] won’t go anywhere,” he adds, confirming what some industry experts have long said – that to source funding, investors look for a track record.

Read: Securing the first sale is a key unlock for SME confidence

Now, 31-year-old Agobokwe, is helping to carry Norman’s legacy forward through Essence Hair Care, a family-owned business whose products are stocked in 20 Shoprite supermarkets across Gauteng.

Agobokwe says the early days were very hands-on. With limited resources, the duo often worked in shifts to keep up with demand.

As the business grew, its range expanded from 10 products in 20 outlets to 22 products stocked in 300 cosmetic shops nationwide.

In 2024, Essence Hair Care secured a listing with the Shoprite Group, Africa’s largest retailer.

Norman (left) and Agobokwe Motsepe’s Essence Hair Care product available in selected Shoprite supermarkets in Gauteng. Image: Supplied

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By opening access to a broader retail market, the partnership enabled the brand to reach more customers, with products now stocked in 20 Shoprite supermarkets across Gauteng.

The increased visibility has resulted in sales growth of more than 130% and created new jobs.

“What we had to do is get up from our chairs and knock on doors. With our relationship with Shoprite, we started knocking on their doors around 2022 and we finally landed that deal in 2024. That was a whole two years where we had to push, where we had to prove to them that we’re ready for this,” says Agobokwe.

The company now employs 22 people and recently moved into its fourth manufacturing facility in Centurion, providing additional production capacity, improved logistics, and room for future growth.

The family dynamic remains central to the business.

Norman focuses on sales and customer relationships, while Agobokwe oversees production and procurement. But both father and son say they are constantly learning from each other and leaning on each other, and on Mrs Motsepe.

They believe the steady family unit is the key to the company’s growth.

“We haven’t even scratched the surface. This is a big industry and we need to place ourselves right and continue knocking on those doors,” Norman says about the business’s future.