Building a brand from scratch

Getting a business off the ground without external funding — and sustaining it — can be challenging. But Thabelo Phidza (34), from Lwamondo in Limpopo, says with discipline and determination, success is possible.

Phidza is the founder and owner of Glowing Queens Cosmetics, a business she started in 2020 with no outside investment.

The company produces natural skincare products aimed at helping clients eliminate dark marks, stretch marks, and relieve dry skin and uneven skin tone. The product range includes body lotions, oils, scrubs, facial serums and bathing soaps.

“I was inspired by my personal struggle growing up with very dry skin. I couldn’t find products that would nourish my skin and keep it moist and smooth for many years,” she explained.

After conducting research into remedies for dry skin, she discovered that natural ingredients could provide a solution.

Before long, people began complimenting her glowing skin and asking what she used.

“I told them I was using my own mixture, which wasn’t even available in shops or markets at the time. But the compliments kept coming, and I began to see it as a business opportunity. I’ve never looked back,” she said.

Reinvesting in the brand

Phidza had to practise discipline to ensure her business succeeded. She accepted that she wouldn’t enjoy the fruits of her labour in the early stages.

“I committed to reinvesting every cent of profit back into the business for about three years to grow the brand, before using any of it for personal needs,” she said.

Currently, the business employs three people on a temporary basis to help with production. Phidza strongly believes South Africa needs more entrepreneurs to stimulate the local economy.

In March, Glowing Queens Cosmetics signed a contract with the Innovation Hub to benefit from its incubation programme.

“This is going to benefit my business because I’ll be mentored, receive equipment to expand operations, and ultimately be able to create more job opportunities for local youth,” she said.

Boosting brand visibility

Phidza added that Glowing Queens Cosmetics is available on Takealot.com.

She admitted that listing products on the platform is an expensive exercise for start-ups, due to monthly subscriptions and other fees required to maintain an active business account.

Nonetheless, listing her products on Takealot.com proved a smart move in raising brand awareness.

“Some people discovered the product on Takealot.com and began following my business on social media. They also gave me positive feedback and left good reviews on the platform,” she said.

You can also place orders or enquire 
about the business by sending a 
WhatsApp text to 081 776 1568.

Instagram: Glowing_queens_cosmetics