#WIB – Q&A With Simonne Solarsh Owner Of IntrinsiCurly Me
1. Can you please tell us more about your business?
A. IntrinsiCurly Me is a range of curly hair products designed to set curls free! Locally produced by a Curly Girl the MagiCURL formulas return moisture to curly hair and enhance the natural curl pattern, without weighing it down. Our products adhere to the principles of the Curly Girl Method – no sulphates, silicones, or mineral oils which are very detrimental to wavy, curly, and coily hair.
We have an eCommerce store as well as supply and retail through hair salons where we also assist them in becoming curly hair experts. By doing this we are allowing curly girls (and guys) access to a curl-friendly salon experience.
2. When, how and why did you start your business?
A. My motivation was through my own frustration with my hair. I couldn’t find any local or imported products that could give me consistent results. After travelling to the US and finding so much available there I realised there was a huge gap in our local market. While testing out all the different products I could find internationally my curls started improving and people were noticing. I was being stopped in shopping centres, restaurants, etc by desperate curly girls asking how I achieved my results. I knew I was onto something!
I started to research the Curly Girl Method as well as the different ingredients and how they affect curly hair. I found a contract manufacturer who was willing to make small quantities and help me to formulate my products. It took almost 2 years before I had my 3 core products. I didn’t want to manufacture products for curls, I wanted to produce the best product for curls ever created.
The why of my business goes so much deeper than just making curly haired products. Most curly haired people have been told their whole lives that straight hair is ‘beautiful’, that they should be different to be accepted. IntrinsiCurly Me products re-affirm that you are perfect just the way you are. As Dr. Seuss says “There’s no one who is you-er than you”. I’m all for embracing and celebrating that! I’m here to liberate people and make them love the hair they have. In essence to love who they intrinsically are.
3. What is your role in the business?
A. My role is ever-changing as the company grows. I’m involved in each aspect of the business and started off doing each task myself. From formulating to packing the products that went out to clients. I built my very first website myself and taught myself how to do Facebook advertising as well as all the ins and outs of eCommerce. I learnt how to address customers’ hair concerns and also spent time out on the road repping to salons. I needed to become an expert very quickly if I wanted to survive and thrive. There is so much to learn at each stage. As it expands, I am focusing more on working on the business rather than in it. I’m very lucky to have the most incredible team that now assists me.
As a Curl Boss, I have big bold dreams and I’m building a team who support me and those dreams as the business grows.
4. Where did you study and what did you study?
A. I did a 3 year Sales and Marketing Diploma, at what was Technikon Witwatersrand, after leaving school.
I’m very dedicated to continuous learning and so I’ve done a ton of courses in self-development, business practices, e-commerce, marketing, social media, and management to name a few. Upskilling is vital to growing the business and (obviously) my skill set. I’m constantly reading up on new developments on multiple subjects related to business. Learning as I go I make sure to do a course every week on some aspect of the business. Even if you eventually outsource aspects of your business it is essential that you have some understanding of how each piece of the machine runs.
5. How did you finance your business?
A. As a woman in business, I really want to communicate the message that it doesn’t matter if you don’t have a lot of money or resources, just start.
I never took loans, had help financially, or started off with a lump sum. I started with R120 for my first sample and then saved to pay for more products, always putting all of my profit back into the business to buy more products. I advertised in free groups on Facebook and went to small markets to sell my range. As more customers bought I was able to buy more products and start paid advertising and the curly snowball happened from there.
IntrinsiCurly Me has grown slowly because of this but I strongly believe that this has given it a more solid foundation. If I had taken on a large sum of money as a loan or from an investor the mistakes I’ve made along the way would have been bigger and I’m not sure I would have been able to recover from them.
6. Describe your average workday, if such a thing exists.
A. Each morning starts with meditation and self-reflection, these are non-negotiable. I’m a huge believer in living holistically – my spiritual success supports my business success.
Each day is different, from status meetings with each of my team to zoom calls with my business coach and mentor, picking colours for new packaging with our designer or discussing ingredients with my formulator.
Throughout the day I am fighting fires (like any entrepreneur), dealing with projections and cash flow, and upskilling myself on various aspects of the business.
Once a week my team and I have a session with a life coach who helps us with everything from nailing down our personal and brand values to time management and living authentically.
I’ve recently moved to the coast and so I make time in my day to take a break and walk on the beach to decompress and let my mind wander. This is where some of my best problem-solving happens!
7. How do you balance your home life and your work life?
A. Being so passionate about IntrinsiCurly Me means it’s easy to never stop working. My husband is also an entrepreneur so we share our passion but it does mean we can talk about work for hours.
Since moving to the beach I am focusing more on having a better work/life balance. Scheduling time for both my work and personal activities means I have downtime without the guilt that used to go with it.
This work-life balance is definitely still a work in progress. As an entrepreneur, there is always more emphasis on work than there is on life.
8. What drives you and inspires you?
A. My mother has been an amazing example to me of tenacity and resilience. She supported us growing up with her clothing business and I never saw her use excuses or give up, no matter how tough it got. Both my parents were entrepreneurs so it’s in my blood.
Knowing that my team and I are a cog in the wheel of people’s growth and self-development is a massive reason to keep on doing what we do. The change we are making in people’s lives to assist them in loving themselves is a huge motivator and inspiration. We wholeheartedly believe that learning to love your curls helps you to love yourself, intrinsically. We have mothers who write to us to say that their daughters have grown to love their hair and feel beautiful and whole for the first time ever. That is some powerful get-up-and-go right there!
Coming up with new products, learning new skills, and seeing how far I have come since I started has also been instrumental in getting me out of bed every morning with passion, drive, and self-belief.
Watching the people around me grow and develop, both professionally and personally, is hugely energising. To know that I am working with people who have the same vision as I do and believe in the product and our mission and purpose makes all the spreadsheets and admin worth it.
9. Where and when do you have your best ideas?
A. Before I moved to the coast I would have said the shower but now I am finding walks on the beach are also a great place to let your mind wander and your brain ‘storm’.
10. Where and how do you market/advertise your business for sales leads?
A. We use paid advertising and marketing as well as content marketing. Obviously, we make use of all the usual suspects like Google, Facebook, Instagram and we’re even trying out Tiktok.
Our greatest advertisement and marketing, however, comes from our clients themselves who tell their friends, hairdressers, and anyone who will listen. IntrinsiCurly Me is a salon professional range so we have numerous salons onboard who understand and embrace the curly way. They retail our products but also use the products on their curly clients when they come in for cuts, colour, etc
11. What is next for your business?
A. We’re launching some new products soon which is as exciting as a perfect hair day (if you know you know).
I also really want to continue to improve the lives of curly haired people everywhere. I’m so passionate about helping people love themselves, and their curls again, that I am constantly pushing the business to improve, amplify and spread the message.
Watch this space! Curls run the world!
12. What advice would you give to female entrepreneurs hoping to start their own business?
A. If there was a mantra for business owners it should be “Grant me the serenity to accept the things I cannot control and get on with the rest.”
Just start somewhere. Let go of being an ‘expert’ and embrace being a ‘doer’. You have to be willing to take risks and leap into the unknown. Some things you’ll just have to figure out and fix as you go along.
Also, it’s scary and it’s hard but it’s so worth it. Do today what others won’t so you can have tomorrow what others don’t. Most people give up at the very first roadblock. Stay the course. Work on yourself consistently, you have to become the person who is capable of achieving those things that you have in your dreams.
It’s not about having a perfect set of business skills, it’s about being resourceful and making the most of what you have. Teach yourself and up-skill constantly, I’m self-taught and I’ve always learned from doing, whether it’s manufacturing products or learning how to run an e-commerce site.
Surround yourself with people who inspire you and push you to do more and be more.
Have a sense of humour.
Short Bio:
- Simonne Solarsh was born and grew up in Johannesburg.
- She studied Marketing & Sales in the early 90’s and started her career in retail. She then worked in the telecommunications industry and saw herself working locally as well as in Nigeria and Mozambique. She owned a corporate gifting company for just over 8 years before finally finding her passion and starting IntrinsiCurly Me.
- She now lives in Plettenberg Bay with her awesome husband and 3 very spoilt cats.
Follow us on social media
- FACEBOOK: IntrinsiCurlyMe
- INSTAGRAM: IntrinsiCurlyMe
- YOUTUBE: IntrinsiCurly Me
- TIKTOK: IntrinsiCurlyMe
Website: www.intrinsicurlyme.co.za