Unemployed graduate builds haircare brand

In a world where unemployment often silences dreams, Amu Wilma Shivuri (26) dared to listen to a whisper within her soul—one that urged her to create, uplift, and lead with purpose.

Today, she stands proudly as the founder of InneRoots Essentials (PTY) LTD, a natural haircare brand born not only from her background in chemical engineering but also from a deep-rooted resilience that refused to yield.

Born and raised in Tshamahansi village in Mokopane, Limpopo, and educated at the Vaal University of Technology, Shivuri pursued chemical engineering out of a fascination with how things are made—especially in the realm of science and formulation.

But after graduating, she found herself facing the grim reality so many young South Africans know all too well: unemployment.

“I have always been ambitious, determined to build something meaningful that could impact lives beyond just myself. Initially, I had dreams of working in the mining sector, but like many young graduates in South Africa, I was faced with the harsh reality of unemployment.

“At the same time, I was deeply passionate about giving back, particularly through a foundation I started called ‘Keeping a Child Warm,’ which provides school uniforms and essentials to disadvantaged children,” she said.

It was during this uncertain time that Shivuri began to notice something consistent—compliments on her hair. People were drawn to how rich and thick it was, and those comments sparked an idea.

She combined her scientific knowledge with a desire to create something meaningful—but more importantly, she was driven by a need to sustain the social mission she had already begun.

So, with just a small allowance from her mother, Shivuri formulated a hair growth oil and tested it on her mum and the family helper.

“After three weeks, my mum started seeing visible results, and that moment was a turning point for me. Up until then, I had doubts and was on the verge of giving up. But her results reignited my belief.

“I used my small savings—money from the allowance I received from my mum—to make 20 more bottles and began trialling them with others. That’s how InneRoots Essentials started in 2023,” she recalls.

The road hasn’t been easy. Funding, marketing and building brand trust have all presented challenges. Shivuri emphasised that running a small business comes with its fair share of obstacles.

“Lack of funding has been one of the biggest hurdles. I also struggled with marketing—getting the brand seen and heard without a big budget. Gaining trust from clients, especially when you’re a new brand in a competitive space, takes time and consistent effort.

“Like many small businesses, I had to wear multiple hats—formulator, marketer, customer service representative and delivery person—all while trying to maintain quality and vision. Access to resources, distribution channels and mentorship are also common challenges in our ecosystem. But each challenge became a steppingstone for growth and learning,” she said.

Standing out in a crowded market

In a saturated natural haircare market, Shivuri believes what sets InneRoots Essentials apart is its soul.

“What sets InneRoots Essentials apart is that our products are minimalist yet luxurious, offering a classy and affordable option with visible results within two to six weeks. Everything is carefully formulated and tested to ensure it delivers on its promises.”

Currently, Shivuri runs most operations herself, with one part-time assistant, and hopes to expand job opportunities within her community.

Support from the Small Enterprise Development Finance Agency (SEFDA) and the National Youth Development Agency (NYDA) has helped her business grow—but her ultimate goal remains the same: to empower others.

In October 2024, Shivuri also joined the Limpopo Jewellery Business Incubator’s (LJBI) Small, Medium and Micro Enterprises (SMME) programme. The LJBI assisted InneRoots with branded marketing materials, social media exposure and compliance support.

“SEFDA funded my product testing and marketing materials, which was critical in getting the brand compliant and ready for the market. The NYDA also approved my application for R50,000, which I used to purchase equipment. Additionally, they approved my marketing plan voucher, which has helped me take InneRoots Essentials to the next level,” she said.

InneRoots Essentials is more than a haircare brand—it’s a story of perseverance, purpose and the power of starting small but dreaming big. And Amu Wilma Shivuri is just getting started. 

To place orders with InneRoots Essentials (PTY) LTD call 071 501 9624.
For more information about Sedfa visit www.sedfa.org.za 
The NYDA can be reached on nyda.gov.za  
Contact the LJBI on www.ljbi.org.za