A Growth Industry And Making The Cut

Published 2 years ago
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In the booming African hairdressing market, Ohaekwuzie Ekene Daniel is creating a name for himself, and unfurling the future of hairstyling in South Africa.

If there’s one thing that will remain constant, it’s that black women will always do their hair.

Even with the economic ramifications of the COVID-19 pandemic, the African hairdressing market is expected to grow 7.52% by 2026, with the South African market expecting a growth of 5.7% by 2026.

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“I hope to create job opportunities here by opening a wig school, and I also intend to have the products being used brought here in an effort to help push the hair business.”

It seems that the lockdown regulations renewed a sense of interest people have in their tresses. More women are looking for different ways to cater to their crowning glory, with tastes ranging from natural and dreadlocks, to braids and wigs.

Thanks to the economic worth of the South African haircare market, the industry has become highly competitive, as the number of people looking to be a part of it continues to grow. Whether it’s the business shift from DIY at home to the boardroom, or the fact that styling provides an opportunity to make ends meet, in the formal and informal sector – the hair industry is booming.

There are different hurdles that one has to overcome when entering the business sector. That didn’t stop Nigerian-born Ohaekwuzie Ekene Daniel, more famously known as Multiple Hair (or Multiple), from entering a female-dominated market.

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“My love for hair developed when I started helping my sister with the washing and drying process. I soon started to plait cornrows, and because at the time there were no notable male stylists, it wasn’t long before my skills started to garner attention.”

Multiple’s love of locks soon found him entering the beauty industry full-time in 2007. He became certified as a professional stylist at Anthony Cut in Dubai. Soon enough, he garnered a variety of expertise within the trade, and the moniker ‘Multiple Hair’ was eventually bestowed on him.

5 years ago, the 31-year-old stylist turned that signature name into a fully-fledged hairstyling brand that places an emphasis on simplicity, open-mindedness and healthy relationships with clients.

Starting a business is a process on its own, but starting one in a foreign country can be a taxing risk. Nonetheless, Multiple persisted, sharing that one of the pillars to building his business was consistency.

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“One of the benefits of consistency is the ability to focus and to never give up, no matter how small the business. The moment where you are when you start does not determine the end.”

When Multiple first entered the haircare business, he struggled to convince consumers of his expertise. In fact, in order to build a clientele, he spent majority of his days in the streets, attempting to convince people to accompany him to the closest salon where he could then do their hair.

“It wasn’t an easy thing to do,” he says, “Not only did I have to deal with being verbally accosted for being in the streets all day, but a lot of them were apprehensive about accompanying me because they worried about their safety.”

“Wigs are currently trending and right now wigs are the perfect item every woman requires in their wardrobe. It saves time, and you can achieve a lot of looks with different hair wigs.”

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Luckily, he managed to convince a few to allow them to do their hair, after showing them his capabilities through photographs on his phone. Multiple was able to soon build a small group of regulars that helped spread the word about his talent.

“I kept them happy and while I had three clients today and the next, the number soon grew over time,” Multiple states.

There may be an influx of hairstyling brands in the country, but Multiple’s commitment to not only stay ahead of the curve but also meet his client’s needs has allowed him to find a niche in the market, leaving an indelible impact.

Wigs on South Africa’s well-known

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Renewed commitment to having your hair as natural as possible has led to an influx of products and salons aimed at helping with this journey. On the other hand, it appears that people are still looking to wigs and hair extensions.

“Wigs are currently trending and right now wigs are the perfect item every woman requires in their wardrobe. It saves time, and you can achieve a lot of looks with different hair wigs,” says Multiple.

Multiple offers a range that allows him to cater to different clients, whether they’re looking for something sleek and sophisticated or flirty and fun. The reality is that more consumers are looking to invest in wigs, as there is long-term value in doing so.

Hairpieces are an easy option to use as a protective style, helping the health of the scalp. Additionally, wigs offer the chance to switch up style.

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They may have been around for years, but new trends are changing the way we see extensions.

According to Multiple, the new trends include more colour and more emphasis on stylish and creative “edges”.

It’s an outlet for creativity that allows him to truly showcase his prowess, so much so that he’s helped create innovative styles for a number of South African fashion shoots.

It’s no wonder that the countries’ biggest celebrities constantly reach out to him to have the opportunity of having the best locks in town.

However, as the wig market is still in its infancy in South Africa, Multiple is hoping to help the market grow, especially because of the high demand for good quality wigs. Granted, it’s not an easy feat to undertake.

Most of the time, Multiple has to import the materials needed to create the perfect wig, and this has its own hurdles. India is the biggest exporter of human hair, yet the industry has faced its own difficulties.

In India, raw human hair is either collected from households or temples before being introduced into the global market.

There are two types of human hair produced in the market, and these are Remy hair and non-Remy hair. The most popular and best quality is Remy hair, used to make extensions and wigs. Remy hair is bought from the temples via auctions, as this is where pilgrims donate their hair as part of their pilgrimage.

Unfortunately, the pandemic led to these temples being shut down. However, once they opened, they still had to adhere to social distancing rules and this affected the sales, which led to a rise in prices.

“One of the benefits of consistency is the ability to focus and to never give up, no matter how small the business is. The moment where you are when you start does not determine the end.”

Non-Remy hair is of lesser quality, collected from households and different sources, and therefore not 100% human hair. As non-Remy hair is collected from so many diverse places, the heads and tails of non-Remy is mixed, meaning that the hair needs to be stripped of its cuticles to prevent tangling.

If you’re hoping to differentiate between the two, Multiple shares that a good quality hairpiece will not only look like the real deal, but it will also feel soft to the touch with fuller curls and waves.

Once the locks are collected, it is transported to the factories and workshops where it is washed and treated, and cleansed of any lice or dandruff. Once cleaned, the hair is made into a variety of products, ranging from hairpieces and wigs to extensions and closures, before being exported to different parts of the world.

Additionally, recent laws imposed by the Indian government in an effort to curb smuggling, may also make the process of importing human locks more difficult.

Consequently, when bringing in materials to create his high-quality looks, Multiple has to deal with heightened costs and loss of time. However, Multiple is committed to growing the wig industry in the country, especially because he sees the economic value it can bring.

“I hope to create job opportunities here by opening a wig school, and I also intend to have the products being used brought here in an effort to help push the hair business.” says Multiple.

Multiple shares that he would also love to train students and empower them so that they can help grow the hair business in South Africa.

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