When Jade Oliver set out to create her haircare brand, Afrolecia, she was driven by a simple goal: to offer products tailored to the needs of natural hair enthusiasts like herself. What started as a passion project has quickly grown into a thriving business, with Jade leveraging her storytelling skills and digital platforms, like TikTok, to reach a global audience.
In a world where small businesses face steep competition and shrinking budgets, entrepreneurs like Jade are finding innovative ways to stand out. With a background in electrical engineering, Jade’s journey to entrepreneurship wasn’t a straightforward one. It was a leap of faith—and a response to a need that her audience had expressed time and time again.
Building a Business from Passion
Jade’s inspiration for Afrolecia came from her personal journey with natural hair. As she experimented with different techniques and products, she began documenting her experiences online, quickly gaining a loyal following of people who shared her challenges and aspirations.
“I wanted products that truly understood my hair type and needs,” she explains. “When I couldn’t find them, I decided to create them myself.”
Her deep connection with her audience played a critical role in shaping her business. “One comment I’ll never forget was someone asking, ‘When are you going to launch your own products? We’d love to support you.’ That was the moment I realised this could be possible,” Jade says.
From product development to customer engagement, Jade has built Afrolecia into a brand that listens, learns, and evolves with its community.
Turning Engagement into Growth
One of the key tools in Jade’s success has been TikTok, which she credits with helping her reach a wider audience and drive significant business growth. “TikTok has been a game-changer for me,” Jade shares. “It’s not just about sales—it’s about connection. The platform has allowed me to build a community, and that community has shaped Afrolecia into what it is today.”
Jade’s “curl brush” method video, where she demonstrated a unique hair styling technique, went viral internationally, turning into a trend replicated by creators from different countries. “People from overseas were tagging me, trying it out, and it became a curling method people now use without even knowing I started it,” she explains. This viral success not only brought her recognition but also directed global attention to her brand.
While Jade shares content on multiple platforms, TikTok consistently drives the majority of her sales, contributing approximately 55-60% of her monthly total. Viral videos have also been a catalyst for growth. “When my content performs well, I see a 15-20% increase in sales, along with more inquiries and sign-ups to my newsletter,” she adds.
In just four months, Afrolecia’s sales have grown rapidly, from seven in the first month to 43 in the third. This demonstrates not only the effectiveness of Jade’s approach but also the power of platforms that foster genuine connections.
Lessons for Aspiring Entrepreneurs
- How do you stand out in a competitive space? – “Staying authentic is key. TikTok trends can help you reach more people, but it’s important to adapt them to your brand’s story. That’s what builds trust and keeps your audience engaged.”
- How do you measure success? – “My audience’s response is my biggest metric—whether it’s sales, inquiries, or the feedback I get on my content. Tracking these patterns helps me refine my approach.”
- What makes TikTok unique for SMBs? – “The audience is very different. TikTok users are highly engaged and willing to share their opinions, which is incredibly valuable for small businesses. It’s not just a platform—it’s a community that supports you.”
- Advice for SMBs starting on digital platforms? – “Consistency and community come first. Show up regularly, engage with your audience, and be open to their feedback. It’s not just about selling—it’s about building relationships.”
From Local Roots to Global Reach
Jade’s business may be young, but her vision is ambitious. Afrolecia started as a response to local needs, with all products sourced and manufactured in Cape Town, but international interest is already driving expansion. Jade recently set up a DHL account to support global shipping and introduced payment plans to make her products more accessible.
“The response from international audiences has been amazing. I’ve had inquiries from Brazil, the U.S., and even India. It’s exciting to see how far the reach can go.” Jade is also open to future collaborations with other creators in the natural hair community. “There’s so much potential in partnering with like-minded creators to inspire and educate even more people,” she says.
Afrolecia’s rapid rise illustrates how TikTok offers SMEs a cost-effective marketing tool with tangible results. For Jade, the combination of authentic storytelling and TikTok’s unique algorithm has not only grown her sales but also established her brand as a trusted name in natural hair care.“TikTok isn’t just a platform for videos; it’s a place where brands can build relationships. I recommend it for other SMBs, especially in the beauty industry. It’s helped me reach an audience I never thought possible.”
Jade’s story is a reminder to South African entrepreneurs of the opportunities that digital platforms can unlock. By harnessing TikTok’s global reach, SMEs like Afrolecia are not just surviving but thriving in competitive markets.
