Daai Kind's Journey: Kelly Manus empowers through her hair care brand K for Kurls
Kelly Manus
Image: Supplied
Popular social media influencer, teacher and natural hair advocate Kelly Manus, also known as Daai Kind, has built a loyal following through her celebration of popping curls and a full, unapologetic Afro.
Now, she is extending that message of self-acceptance and healing through her homegrown hair-care brand, K for Kurls.
“I grew up knowing that hair was never just hair,” Manus said. “It carried opinions, value, and unspoken rules. From a very young age, I became aware of texturism in our communities.”
She recalls how hair texture was often treated as a measure of worth.
“Our grannies wanted to see the newborn’s hair before anything else, as if texture would decide destiny,” she said.
Despite having big Afro curls as a child, Manus said affirmation came more easily when her hair was straightened.
“My hair was burned into long, shiny strands that looked ‘acceptable’. Hearing comments like ‘uit die kopvel uit’ already taught me, as a young girl, what was considered acceptable.”
Before she had the language or understanding to question it, heat styling became the norm. “Before maturity, before understanding, I was already being taught that my natural hair needed fixing,” she said. “Long before anyone taught me what hair care actually was, or what heat does to the soul as much as to the strand.”
Although she did not imagine creating a product back then, Manus said she always felt that hair carried memory and identity.
“Years later, as I unlearned what I was taught, I realised I wanted to create something that would help restore not just hair, but the kulture around it.”
That process of unlearning, paired with personal hardship, led to the creation of K for Kurls. Manus describes herself as rosemary.
“Like the plant, I’ve learned to thrive in unlikely conditions, staying resilient and rooted in purpose. Those experiences shaped K for Kurls, guiding me to nurture, restore, and cultivate not just hair, but healing.”
Her own natural hair journey is the foundation of the brand. “My natural hair journey is the heartbeat of K for Kurls,” she said. “Through growth, breakage, and regrowth, I learned that hair care is deeply emotional and spiritual.”
She was intentional about creating more than a surface-level solution. “I didn’t want a product that just does the hair thing. I wanted something that speaks to the scalp, the mind, and the memory,” Manus said.
According to her, many customers, known as KurlFriends, report feeling grounded the moment the oil or mist touches their scalp. “That is intentional. Whether your hair is straight, wavy, curly or coily, nurturing it is what truly matters.”
Manus said K for Kurls exists “to Kure the mentality of texturism, to Kare for every root, and to Kultivate strands, in whichever form”. “This is about restoring the Kulture – our hair, our shapes, and our stories.”
The products are handmade and produced in small batches. “Every ingredient was chosen with purpose, focusing on scalp health, moisture, and nourishment rather than overprocessing,” she said.
She tested each formulation through her own consistent hair-care rituals. “It wasn’t rushed, it was nurtured. From formulation to bottling, labelling, and packaging, everything is done by hand. It is homegrown, rooted, and made to heal.”
Since launching, K for Kurls has reached customers across South Africa.
“From Limpopo to the Free State, from the Northern Cape to the Eastern Cape, the response has been deeply affirming,” Manus said.
“There is a real hunger for healthy hair growth, but also for products that feel honest and intentional. People aren’t just buying hair care; they are joining a community. Once you use K for Kurls, you are no longer just a customer, you are KurlFamily.”
Her advice to those navigating uncertainty is clear. “Start. Start with what you have. Start while you’re scared. Start before you feel ready,” she said. “Waiting for perfect conditions will keep you stagnant. Purpose responds to movement.”
Looking ahead, Manus said the brand is still in its growing season, with plans to expand the product range and continue collaborating with vendors and creatives who reflect shared roots and lived experiences.
One of the most defining moments for the brand came during its first vendor stand, where Manus and her team offered scalp massages using their products. One woman shared her experience of loss and her ongoing cancer journey.
“When we massaged her scalp with KurlRain, she paused and said the oil made her feel calm, grounded, and held, as if her body could finally exhale,” Manus said.
“That moment affirmed what K for Kurls truly stands for. It is not just about sales or products; it is about real women, real stories, and the sacredness of our krowns.”
Manus said K for Kurls will always be about “representation, restoration, and reclaiming what was always ours”.