Jobless and struggling with skin problems, Onneile Khwene embarked on a journey of self-care that blossomed into a thriving business. Driven by a personal need for natural skincare solutions, Moritelo Skin Care, her natural skincare line, changed her life and career trajectory for the better.
Hailing from Taung, North West, Khwene’s background in supply chain and logistics took an unexpected turn. “Despite my honours degree and consistent employment history, a sudden period of unemployment triggered anxiety and skin problems,” she explains.
During this challenging time, Khwene began experimenting with natural skincare remedies. This exploration, fuelled by a desire for personal healing, laid the groundwork for a unique agripreneurship venture that would soon captivate the beauty scene.
“I started researching natural products and found that ingredients like ginger, lemon, cinnamon, and turmeric were beneficial,” she says. “I created a scrub using these ingredients, and it really helped my skin.”
Khwene’s friends and family quickly noticed the improvement in her complexion. “People at the gym started asking me what I was using and I didn’t know what to say, so I just called it ‘Moritelo’, which means ‘mixing’ in Tswana,” she recalls.
Business development and growth
Without a business background, Khwene relied on extensive research and mentorship to build her brand. “I participated in a competition called Coach Lab at the Innovation Hub, and that was a turning point. The mentorship and training in product testing and compliance were invaluable,” she added.
Khwene’s first products included a natural scrub and a shea butter-based moisturiser. “I started with a scrub and shea butter because they were easy to make and effective. My participation in incubation programmes and collaborations with universities helped me refine these products.”
By 2019, Moritelo Skin Care had undergone rigorous testing and was ready for the market. “It took about two years of testing and compliance to ensure our products were safe and effective,” says Khwene.
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Product line and unique selling points
Today, Moritelo Skin Care offers a range of ten products focusing on acne and pigmentation. “Our shea butter moisturiser is our flagship product. We also have gels, oils, and scrubs, all formulated with natural ingredients like Kalahari melon oil,” she explains proudly.
The Kalahari melon oil is sourced from local farmers in North West, highlighting Khwene’s commitment to using indigenous ingredients. Her plan for the near future is to own land, but for now, working with local farmers is the best learning experience.
“Working with local farmers not only ensures the quality of our ingredients but also supports the local economy.”
Like many entrepreneurs, Khwene faced significant challenges in bringing her products to market. “Getting the product compliant and tested was a major hurdle. Accessing the market and managing production capacity was also challenging, but persistence and strategic partnerships helped us overcome these obstacles.”
Market and distribution
Moritelo Skin Care’s distribution strategy includes direct sales, partnerships with pharmacies, and negotiations with major retailers. “We’ve partnered with Kalapeng Independent Pharmacies and recently signed a deal with Shoprite. We’re also in talks with the Clicks Group,” she says.
Direct sales, particularly through their online store and mall kiosks, play a crucial role in maintaining healthy cash flow. “Selling directly to consumers allows us to get immediate feedback and maintain better cash flow,” she explains.
Internationally, Moritelo Skin Care has expanded into Botswana, Namibia, and Mozambique. “We’re also exploring opportunities in Kenya and Dubai, and Germany has been particularly strong for us.”
Khwene’s top five tips for young people entering the cosmetic business:
- Thorough research: Understand your industry, including market trends and consumer needs. Knowledge of the four Ps – product, price, place, and promotion is crucial.
- Incorporate diverse knowledge: Collaboration with experts and continuous learning are vital. Don’t hesitate to seek advice and mentorship.
- Teachable spirit: Always be open to learning and improving. Constructive feedback can refine your products and business strategies.
- Resilience and prayer: Maintaining a positive mindset and seeking spiritual or mental support can help navigate difficult times.
- Strong value proposition: Know your unique selling points and ensure your products offer tangible benefits.
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