JOHANNESBURG – For over three decades, Jabu Stone has been a pioneering force in transforming perceptions around African hair. As one of South Africa’s foremost advocates for natural hair care, Stone has not only developed a successful line of products but also sparked a cultural movement centered around embracing African identity through hair.
The global rise of the natural hair movement has challenged long-standing beauty norms. Yet, long before it became mainstream, Jabu Stone was already laying the foundation in South Africa. His mission has always been about more than just aesthetics — it’s about empowering African people to reclaim the beauty of their natural hair.
The Journey of Jabu Stone: From Engineering to African Hair Advocacy
While Jabu Stone originally studied Electrical Engineering Light, his true calling emerged in the late 1970s after attending part-time seminars at FUBA (Federated Union of Black Artists). It was there that he encountered locs for the first time — and something clicked.
“I was disheartened since my new hairstyle was not understood by the community,” Stone recalled. “My imagination was stirred by the style I had always adored.”
As he observed African men and women damaging their hair with relaxers and perms to conform to Western beauty standards, Stone felt compelled to act. His sister’s salon in Benoni — which specialized in chemically treated hairstyles — further sparked his interest. He saw a gap in the market and in the culture, where natural African hair was being marginalized.
Jabu Stone embarked on a mission to challenge stereotypes around dreadlocks, which were often associated only with Rastafarianism. Through research, he discovered that locs have ancient African roots, symbolizing wisdom, spirituality, and identity across numerous indigenous cultures.
“I realised African hair naturally wants to lock, but the community had grown intolerant of this look due to westernised ideals,” Stone said.
To counter this, he introduced the concept of cultivated locs — structured, uniform locs that were not only beautiful but culturally significant. His goal was to destigmatize the hairstyle and promote a healthier, more respectful way to care for African hair.
Stone and his team also began developing natural hair products specifically tailored for African textures. These products protect against environmental damage, particularly from the sun’s UV rays, and help maintain a healthy scalp and strong hair.
“Locs do require time to grow and mature,” Stone explained. “Instead of putting too much strain on your hair, which can result in a receding hairline, be patient and wear a convenient hairstyle, like a wig, to allow your locs to grow.”
Today, Jabu Stone Natural Hair Care is a household name in South Africa and increasingly gaining recognition abroad. The brand recently expanded its offerings with a new line of products inspired by West African skincare traditions.
“Jabu Stone African Black Soap is a line of hair products with amazing benefits. We source our ingredients locally and focus on plant-derived oils that fight bacteria and nourish the scalp,” Stone said.
Among the key ingredients is aloe ferox, a nutrient-rich plant indigenous to the southern regions of South Africa. Known for its healing and moisturizing properties, aloe ferox underscores the brand’s commitment to using natural, African-sourced ingredients that serve both beauty and wellness.
While the Jabu Stone brand is known for its top-quality hair care products, its real impact lies in shifting mindsets. Stone’s advocacy has played a critical role in normalizing natural hair and challenging outdated views that equated beauty with Eurocentric features.
Stone believes that promoting natural hair is a form of cultural restoration, especially for younger generations who are constantly exposed to Western beauty ideals.
“Our hair is part of our identity. When we straighten it, we’re not just changing our appearance — we’re sometimes erasing who we are.”
He envisions a future where South Africa has dedicated natural hair care facilities, hosts loc-specific competitions, and includes hair education in schools. Such infrastructure, he says, could accelerate the growth of the industry and help more African entrepreneurs thrive in the beauty space.
Despite challenges in funding and awareness, Jabu Stone remains committed to uplifting African communities through hair care and cultural pride. He continues to mentor young stylists, collaborate with traditional healers for product development, and advocate for healthier standards in the beauty industry.
“We have everything we need here in Africa — knowledge, ingredients, heritage. We just need to believe in ourselves.”
As more South Africans — and the world — begin to embrace natural hair, Jabu Stone’s legacy stands as a testament to what’s possible when passion, culture, and purpose come together.
Source- EWN
