Move over, Rihanna and Kylie. A new wave of homegrown entrepreneurs is transforming South Africa’s beauty scene, blending innovation with a genuine understanding of local needs to drive the industry forward. These are not merely business owners; they are community builders, trendsetters, and pioneers proving that the future of beauty is both proudly South African and globally competitive.
From tech-enabled platforms to clean, botanically infused skincare, meet some of the country’s most remarkable women shaping the industry.
Rabia Ghoor
Founder, Swiitch Beauty
They say it’s never too early to start, and few have proven this quite like Rabia Ghoor. At just 26, she is the founder and CEO of Swiitch Beauty, a community-centric, tech-enabled cosmetics brand that has fast become one of South Africa’s most beloved beauty and skincare labels.
Rabia’s entrepreneurial journey began early. At just 14, she conceptualised the brand in her Pretoria bedroom, launching with two products and an Instagram page. Motivated by a lack of relatable local influencers and the hefty cost of international brands, she set out to create an affordable, transparent, and tech-focused alternative for the South African market.
Her commitment was so concrete that, at 16, following her first sale, she left high school to dedicate herself fully to building her business.
Her achievements have since gained widespread recognition, including the Forbes Woman Africa Young Achiever Award at the age of 21. Today, Rabia famously crowdsources ideas and feedback from her loyal online community, known as the “Swiitch babes”, to develop new products. What began as a two-item range has since expanded to over 20 products, including makeup brushes, skincare, and cosmetics.
Nomfundo Njibe
Founder, Chick Cosmetics
For Nomfundo Njibe, the inspiration behind Chick Cosmetics came from a moment of serendipity during a trip abroad.
The 33-year-old founder launched her independent beauty brand in 2018, driven by a childhood fascination with makeup and a pivotal trip to London. After losing her makeup bag while travelling, she was forced to shop for replacements. She was immediately struck by the accessibility of diverse, affordable indie brands at retailers like Sephora — a retail experience she realised was absent back home.
Armed with a background in client services and professional qualifications in business etiquette and stock control, she returned to South Africa determined to fill that gap.
Today, Chick Cosmetics reflects her vision for diversity, inclusivity, and genderless beauty. All products are cruelty-free and vegan-friendly, underscoring a strong commitment to ethical practices and sustainability. While the brand’s conceptualisation and development remain proudly South African, its products are manufactured across five countries, including Italy, South Korea, and the US, ensuring they meet global quality standards.
Mathebe Ngwenya
Founder, Beauty on TApp
Making a drastic career shift can be daunting, but for Mathebe Ngwenya, it turned out to be a bold and masterful move that transformed her life.
A Chartered Accountant by training, she spent over eight years at Rand Merchant Bank after completing her articles at EY. But in 2022, she stepped away from corporate banking to become a full-time entrepreneur, channelling her financial experience into her passion project: Beauty on TApp.
What began in 2015 as a digital directory connecting users with local makeup artists has since evolved into a prominent omni-channel beauty retail platform. It now also serves as a marketplace for both local African brands and global names like COSRX and Dermalogica.
After years as a digital-first business, Mathebe opened her first physical store in 2023, expanding to four retail locations. The product offering has also grown significantly — from niacinamide body butters to over 30 specialised products, including innovative deodorants.
Her vision extends beyond retail. In June 2021, she launched Pastry Skincare, a science-backed, in-house brand designed to address common African skin concerns such as hyperpigmentation. These popular products are highly moisturising to prevent “ashy” skin, eliminating the need to mix lotions with glycerin or petroleum jelly.
Mbali Sebapu
Founder, Hermosa Flor Cosmetics
The South African Navy is known for many things, but beauty and glamour are not among them, which makes Mbali Sebapu’s career journey even more unusual.
The 35-year-old entrepreneur, known online as Gorgeous Mbali, hails from Soshanguve, Pretoria, and spent a decade serving as an Operations Room Supervisor in the South African Navy. She credits this period with instilling the discipline and resilience that would later underpin her entrepreneurial success.
While still in service, she began building a following as a beauty content creator, eventually using her influencer earnings and pension fund to launch Hermosa Flor Cosmetics in 2019.
The brand name, translating to “beautiful flower” in Spanish, has since blossomed into a multi-brand empire centred on inclusivity and empowerment. What began as a line of highly pigmented eyeshadows, liquid lipsticks, and glosses has since expanded into skincare and body care. Beyond a thriving online store, the brand now also has physical locations, including a branch in Menlyn Park Shopping Centre in Pretoria and a fourth, recently opened shop in Cape Town.
Her Lily Collection, which famously made R100 000 in sales within its first hour, is proof of her powerful connection with her audience. Building on this success, she has expanded further with a perfume line, Flor by Mbali Sebapu, in collaboration with LUXO Emporium.
Amanda du-Pont
Founder, Lelive
Amanda du-Pont is no stranger to South Africans, widely known for her successful career as an actress and media personality. Today, the Swazi-born star is also the founder of Lelive, a clean, vegan, and affordable skincare brand that is fast becoming a leading name in the local market.
Launched in 2020, the brand is named after Amanda’s Swazi name, Langalelive, which translates to “light of the world” or “of the nation”.
Inspired by her own skincare struggles, Amanda set out to create effective, accessible products that prioritise healthy skin while using native African botanicals. Built on a philosophy of “affordable luxury”, Lelive delivers high-quality, science-backed formulas without the hefty price tag.
The entire range is made with 95% natural ingredients, including African rooibos, shea butter, and aloe, and is vegan, cruelty-free, dermatologist-approved, and pregnancy-safe.
This commitment to quality has fuelled impressive growth. Lelive is now stocked at major retailers, including Woolworths, Foschini, and Edgars, and has expanded internationally into the UK, Namibia, and her native Eswatini.
It is not just local audiences taking notice. The brand has been featured in international publications like Vogue and Elle UK and was nominated as a global emerging brand at the Beauty of Fashion Awards in the US — cementing its status as a rising force on the world’s beauty stage.
