Sinovuyo Mondliwa has built one of South Africa’s most admired homegrown beauty brands. The influencer turned founder just had one of the biggest weekends of her career as the founder of premium haircare brand Love Kinks which launched nationwide in select Clicks stores.
Sinovuyo went from beauty influencer to category innovator, her journey is as intentional as it is inspiring. Love Kinks, once a small brand selling pillowcases and satin bonnets, now sits proudly on Clicks shelves next to the very brands she grew up using, like Dark and Lovely. “Growing up on Dark and Lovely and growing up to create a product sitting right next to it, as a competitor, at the biggest store in the country, is just too crazy to process,” Sino shared on launch day.
Love Kinks is more than just a success story, it’s a case study in how influencer-founded brands are rewriting the rules of business growth. In an era where authenticity drives consumer loyalty, influencers like Sinovuyo have built direct relationships with their audiences long before creating products.
Sinovuyo has always done it differently. She has been the sole influencer behind Love Kinks since day one. No ambassador campaigns. No influencer partnerships. Just her showing up, testing, educating, and advocating for healthy, intentional hair care. She has admittedly used her influencer income to fund Love Kinks. Her transparency built not just a following, but a loyal customer base that believed in the vision before it ever hit retail shelves.
When she first started Love Kinks, Sinovuyo’s focus was on satin pillowcases and bonnets, protective accessories for textured hair. But a pivotal conversation with a mentor changed her trajectory when she was advised that she needed a repeat-purchase product to scale. That advice led to the development of her signature haircare line, a range that includes South Africa’s first influencer-founded hairline serum, first local spritz formula, and first to market with hair ties tailored for natural textures.
Her ability to merge consumer insight with product innovation has made Love Kinks stand out. Love Kinks’ achievements have already placed the brand among the country’s most credible and scalable beauty brands.
Whilst her face is synonymous with the brand, Sinovuyo is already thinking beyond herself. It’s this mindset equal parts humility and strategy that distinguishes Sinovuyo’s founder era from her influencer beginnings.
Love Kinks has gone from having a successful showroom and online store for years to now entering the retail spaces competing with global beauty giants and it’s safe to say, Sinovuyo did that!
A post shared by Sinovuyo (@sinovuyomondliwa)
