Imagine launching a business in 1985 South Africa with a R30,000 loan—and paying it off in seven months. That’s exactly what the Black Like Me founders—Herman Mashaba, Johan Kriel, and Joseph Molwanta—did, defying apartheid’s iron grip to create a hair care empire. This isn’t just a success story. It’s a blueprint for resilience, collaboration, and spotting opportunities where others see walls. For business owners and aspiring entrepreneurs, their journey offers hard-earned lessons you can apply today. Let’s unpack it.
I’ve always been fascinated by people who turn nothing into something massive. Mashaba, the face of the brand, often gets the spotlight, but he didn’t do it alone. Kriel, a white Afrikaner chemist, and Molwanta, a key partner, were just as critical. Together, they built Black Like Me into a symbol of hope and hustle. Ready to learn how? Let’s dive in.
Early Struggles of Black Like Me Founders
Herman Mashaba grew up in Ga-Ramotse, a dusty village north of Pretoria. Poverty wasn’t a concept—it was his life. Raised by a single mother who scrubbed floors in Johannesburg, he learned grit early. School was a battle; political unrest forced him out of university. But Mashaba didn’t quit. He took clerk jobs, then sold hair products door-to-door at SuperKurl. That’s where the spark hit.
Enter Johan Kriel. A chemist at SuperKurl, Kriel was undervalued—brilliant but overlooked. Mashaba saw his potential. In apartheid South Africa, a Black man partnering with a white Afrikaner was unheard of. Risky? Yes. Genius? Absolutely. Then there’s Joseph Molwanta, the third piece of the puzzle. Less is written about him, but he was boots-on-the-ground vital—helping secure the loan and launch the operation.
Here’s your first takeaway: look for talent where others don’t. Mashaba didn’t let racial divides stop him from recruiting Kriel. Molwanta’s role shows you need reliable players to execute the vision. Spot the undervalued, build your team, and move.
Black Like Me Founders Build an Empire
In 1985, the Black Like Me founders took their shot. With R30,000 from a friend, they launched a hair care brand for Black South Africans—a market ignored by big players. Mashaba knew the audience. Kriel crafted the perm lotion that flew off shelves. Molwanta kept the wheels turning. Seven months later, the loan was gone, and profits were rolling in.
They started small: a 200-litre drum, a few bottles, and a tiny workspace. But Mashaba’s sales savvy—honed from years of knocking on doors—pushed them forward. He scored TV exposure with SABC, sponsoring a grooming series. Kriel’s formulas kept customers coming back. Molwanta’s groundwork scaled the operation. By the ‘90s, Black Like Me was a factory-sized juggernaut.
Actionable tip: nail your niche and scale smart. The founders saw a gap—quality hair care for Black consumers—and filled it with precision. Don’t chase every market. Find your corner, own it, then grow. And don’t sleep on marketing—Mashaba’s TV move was a game-changer.
The numbers tell the story. From a R30,000 start, Black Like Me hit multimillion-rand status. Mashaba retired as CEO in 2004 but stayed a majority shareholder. Kriel and Molwanta’s contributions laid the foundation. This wasn’t luck—it was strategy meeting execution.
Lessons from the Trenches
What can you steal from this trio? Plenty! First, embrace risk. Launching during apartheid wasn’t safe, but they did it anyway. Calculate your move, then leap. Second, cross boundaries. Mashaba and Kriel’s unlikely alliance broke norms and built trust. Your next partner might not look like you—good. Diversity fuels innovation.
Third, solve real problems. Black Like Me thrived because it met a need—hair care tailored to Black consumers. Ask: What’s my audience begging for? Deliver that. Finally, keep learning. Mashaba went from petty crime to mayor of Johannesburg. Kriel mastered chemistry under pressure. Molwanta adapted to a chaotic startup. Growth isn’t optional—it’s survival.
Try this tomorrow: list three problems your customers face. Pick one, brainstorm a solution, and test it. Small wins compound. That’s how the founders turned a drum into an empire.
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The Legacy of Black Like Me Founders Lives On
The Black Like Me founders didn’t just build a brand—they rewrote the rules. Mashaba’s now a political force and philanthropist. Kriel’s chemistry skills shaped an industry. Molwanta’s early hustle kept it all afloat. Their legacy? A reminder that barriers are breakable.
Today, Black Like Me stands as proof: start where you stand, use what you have, and push forward. For business owners, it’s a call to action. Find your Kriel, your Molwanta, your R30,000 idea. Then build. The Black Like Me founders showed us how—now it’s your turn.
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