Sindisiwe Cele’s journey
from make-up artist to skincare entrepreneur is a story of passion, perseverance, and purpose.
What began as a personal quest to address her own skin concerns has blossomed into SU Skincare, a proudly African brand that celebrates natural beauty while addressing the unique needs of African skin.
Cele’s career began as a make-up artist, working closely with clients to enhance their beauty.
However, the 41-year-old soon realised that make-up could only do so much if the skin underneath was not healthy.
“Many of my clients struggled with breakouts, uneven skin tone, and sensitivity – concerns I understood personally because I also battled with adult acne,” she told Vuk’uzenzele.
This personal experience sparked a deeper passion for addressing the root causes of skin issues.
Her journey led her to experiment with natural ingredients in her kitchen, studying their effects on her skin in 2015.
This curiosity eventually took her to the University of Pretoria, where she studied Phytomedicine and Natural Ingredients in 2019.
“My training allowed me to go beyond ‘DIY skincare’ and understand, on a deeper level, how plant compounds interact with the skin,” she explained.
Developing skincare tailored to African skin was no small feat. However, Cele dedicated herself to understanding the unique challenges faced by African skin, such as hyperpigmentation, uneven tone, and sensitivity to harsh products.
“The process started with research and studying how African skin responds differently to environmental stressors like the sun, humidity, and pollution,” she shares.
Ingredients like ginger oil, calendula oil, and pomegranate oil are carefully selected for their anti-inflammatory, brightening, and nourishing properties.
“Every formula was tested over time, not just in a lab, but in real life on African skin tones and textures, until I was confident that it delivered results people could see and feel,” she added.
Competing with international skincare giants has been one of the biggest challenges for SU Skincare.
But she has turned these challenges into opportunities to educate consumers about the value of African-made skincare.
“One of the biggest hurdles has been changing the perception that ‘international is better.’ That pushed me to ensure that our products are the International Organization for Standardisation (ISO) tested, cruelty-free, vegan-friendly, and formulated with carefully chosen natural ingredients,” she said.
By focusing on authenticity, quality, and results, SU Skincare has carved out a loyal customer base.
What started as a personal project has grown into a brand available nationwide.
Last year, SU Skincare participated in the Global Export Accelerator Programme, which connected Cele with Takealot, South Africa’s leading online retailer, bringing her product to customers nationwide.
“While some may view beauty as ‘shallow,’ I’ve learned that it has the power to elevate confidence, self-expression, and even personal transformation,” she reflects.
As SU Skincare continues to grow, Cele is desperate for funding to market her brand.
“Every cent I make I have to reinvest in the business. If it wasn’t for the make-up I still do on the side, I wouldn’t even have food to put on the table.”
SU Skincare can be purchased on Takealot or visit www.sindisiweuzuri.com
Contact the Global Export Accelerator Programme on www.geap.sasdc.org.za
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