KroesRocks

10 years ago, KroesRocks was born from frustration. Not just with hair— with the way Black and Coloured women are taught to measure their natural beauty against someone else’s standard.

This is Simone Thomas—the vision behind KroesRocks.

Simone started her own natural hair journey and couldn’t relate to what she saw online: conversations that didn’t sound like her, and advice that didn’t match her lived experience. So she decided to create something different.

KroesRocks began as a form of resistance—a t-shirt that said: To cherish what we’ve been given.
And it grew from there.

The brand’s first event was in a coffee shop with 50 women speaking openly about hair. Today, that conversation has expanded into something bigger—an event that has grown to over 1,000 attendees.

Simone doesn’t just build community—she studies it. She’s currently doing her Doctorate of Commerce in Marketing, focused on consumer discrimination, and spent 5 years researching the consumer behaviour of Black women and natural hair.

By day, she’s also a full-time lecturer. Her heart is still rooted in Cape Town, even as she makes room for travel—because the mission started here, and it will always be here.

Thank you for being part of this journey—10 years in, and we still don’t do “fix your hair.”

We celebrate it.
We protect it.
We change the narrative.

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