Not only is Irene da Fonseca the only internationally certified curl specialist and curl restoration specialist in the entire SADC region, she is also recognised as one of the world’s top stylists and is putting South Africa on the map.
Irene da Fonseca from Glenvista is a mother of three, a wife and an internationally certified curl specialist. At the age of 20 Irene moved to Johannesburg where her life was transformed by her passion for hair.
From the onset
Her great love for hair started at the age of 12 when Irene would do everyone’s hair.
‘I would always be the one to tie the hair of my family members or do braids on their hair,’ said the hair expert. She attributes her love for curls to her late mother, who taught her from a young age to embrace her curly hair.
‘I recall a time back in school, growing up in the Free State when my sisters and I were called the Bob Marley sisters because of our curly hair.’
Due to the lack of finances, her father could not afford to send her to study so she began working in purchasing and sales right after school.
Despite this, she knew that she always wanted to work with hair and even though she only got to fully immerse herself in this passion at the age of 30, she has not regretted it one day, nor has she looked back.
‘While browsing through a book at my hairdresser’s salon, I came across Terenzo Hairdressing International. Both my hairdresser and I believed that it was a sign.’
With the support of her husband, she professionally pursued her passion by studying at Terenzo Hairdressing International – The School, located in Johannesburg. Here, she obtained her NQF4 qualification and further did her international courses with Rëzo Academy International, and L’Oréal Professionnel International, certifying her as both an international curl and colour specialist.
She has also attended courses presented by Sam Villa, Matthew Collins, Eric Vaughn, Bernie Ottjies, Ashley Norman, Nubia Rëzo, Jessica Scott and Guylaine Martel.
‘I haven’t looked back and this for me is proof that you can always follow your dream at any age.’
The birth of Zhoosh
The birth of Zhoosh | The Curl Studio came about after lockdown. It is an internationally-certified curly hair salon and the first of its kind in the country dedicated solely to curls.
‘During lockdown most salons were closed for six to nine months. So many people who had previously been going for relaxers or keratin treatments to straighten their curls, gave their hair the chance to grow and realised that they loved their natural texture.
‘They just lacked the knowledge of how to care for it, especially with the amount of misinformation on the internet,’ she explained.
This led to the development of her signature Zhoosh cut and her ultimate curly experience where she not only cuts curly hair but gives clients with textured hair the knowledge and understanding of their hair.
Irene realised she had a big task ahead of her, especially in terms of education and debunking the information given online by websites and groups with no formal training in hair or curls.
‘I saw the need to help individuals who have textured hair as the market as a whole caters predominantly to straight hair,’ she added.
By demonstrating that 20-year-old curly hair methods are unhealthy, she is making waves in the curly girl market. Having partnered with a board-certified trichologist, she focuses on a ‘less is more’ approach, using more water and the correct techniques, instead of layering products onto your hair that end up causing damage to your scalp and suffocating the hair follicles.
‘There is a science to textured hair, and for so many years we have been taught that we need a multitude of products to combat frizz. In fact, frizz is a dehydrated curl that is being masked by heavy oils and products that are not backed by science or developed for curls,’ said Irene.
From national to international
Irene, ‘The Texpert’ as she is known by her Instagram name, was the first South African to make it through to the finals at the Behind The Chair (BTC) OneShot Hair Awards in Austin, Texas.
The awards are a global competition open to any hairdresser or cosmetology student in any country. This year, over 300 000 entries were submitted from 120 countries and Irene participated in the competition and attended the main event in Austin, Texas.
Out of tens of thousands of entries, she was nominated in four categories: natural texture, cut transformation, mullet and big shot texture.
She started off in the top 100 for the categories and further made it to top 25 in two categories; natural texture and cut transformation. Her ‘Halo’ collection depicted the beauty and diversity of our country on an international platform.
‘I got my plane ticket and visa in two days – it was unbelievable for me, everything opened up for me and off I went to Texas.’
She describes her experience abroad as ‘overwhelming’.
‘A South African girl who has never left the country on her own, and travelling all the way to Texas was exciting and daunting.’
Being in Texas allowed her to meet a lot of new friends, learn from the classes and seminars and, most importantly, form life-long connections with people in the hair industry.
‘The experience is a coming together of all stylists celebration and a place to learn. It has also taught me that one is not too young or old to learn or be a part of this big event. It transforms and recognises all stylists and salon businesses, especially small businesses.’
Travelling regularly to places in South Africa such as Durban and Cape Town, transforming people’s lives, she shares that the most important thing for her is how her clients feel in her chair.
‘What I love the most about doing hair is the look on my clients’ faces. It is an emotional journey. I understand how important our hair is as a curly girl and being able to offer them an opportunity to finally see the beauty of their hair and how to manage it is why I do what I do. I am on a mission to create safe spaces for texture,’ she said.
The philosophy of her salon and her brand is to ‘free the curl’ – this encourages women to wear their hair naturally without using any harmful chemicals, damaging techniques or heat tools.
The way forward one cut at a time
With international and global accreditation to her name and brand, Irene aims to grow as a stylist by doing more studying and courses as part of her personal development for the future.
Professionally, she aims to open up an educational platform to reach more people and educate them about their hair; as education is fundamental to understanding your hair.
‘I want to train stylists and teach clients to embrace their curls. As an African country, we are the hub for textured hair and we should start a movement that can transform the world, restore confidence and debunk myths about textured hair.’
Text: DESNAY PETERSON. Photo: KYLE HOFF
