For Ndo Magwaza, helping people define their own beauty and be their best selves is paramount. Her brand, Black African Organics, is a manifestation of that goal, containing a range of natural, organic products that cater to hair and skin.
Magwaza started the beauty brand in 2013, with her husband, Mondli. A food technologist by trade, she spent five years working in the food industry before starting the company.
“I am from a small town in KwaZulu-Natal, called Estcourt. After matriculating in 2007, I moved to Pretoria to study food technology at the Tshwane University of Technology.”
With over a dozen products in their range, the Magwazas cater to everything from acne to hair loss. Black African Organics, she says, was established to make a difference in the lives of African women.
In today’s society, beauty standards can be difficult to contend with, but with her brand, she wants to encourage women to shrug those standards off and instead, define beauty for themselves.
“We understand that it is extremely important to love one’s skin and take good care of it, as it plays a major part in boosting self-confidence for most people.”
Competing with big brands
Of course, Magwaza’s entrepreneurship journey has not always been smooth. One of the primary issues they face, she says, is that customers compare the beauty brand to much bigger companies that are able to sell their products for cheaper.
“As a small business, you constantly have to explain how unique your products are and why they are slightly more expensive than other brands.”
She says that people are used to buying products based on their prices, and not because of their quality. Women should not be compromising on quality when buying products meant for self-expression, she adds.
“We understand that there is a lack of quality products for different hair types and skin textures, and we are here to solve that problem. Our quality and variety ensure that all textures and hair types are catered to. And serving that niche market while educating women is the most rewarding.”
Despite the comparisons, Magwaza says the feedback they get from customers keeps her motivated.
“We have five-star reviews on Google, our personal website, and on Takealot. This is what keeps us motivated. I believe that we offer incredible value to today’s consumers searching for a natural personal care product range in the market.”
Tips for other entrepreneurs
Start where you are
Do not wait for large sums of capital or government funding. Get started now.
Be humble and learn
When you are first starting out, it can be tempting to pretend you know everything. Learn from industry leaders and those that have done it before.
Accept feedback
Learn from it and improve your product or service.
Believe in yourself
The same way having a passion for your work ignites success, believing in yourself and keeping a positive attitude about your abilities will be integral to your business’s growth. All entrepreneurs face challenges that make them question their choices to start a business but allowing those obstacles to cause self-doubt will only make the struggle that much more difficult. Stay confident, stay focused, and know that you have this.
Hire based on character
It is important to choose the right people to bring on board with you, since your company’s reputation will always be based on the personal interactions your customers have. When you hire, focus on the person’s character as much as their skills, knowing that character will often play a more important role than expertise when customer service issues arise.
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