Liz Letsoalo founded Masodi Beauty in 2018, starting with organic hair and scalp care products made in her kitchen and sold online. The brand has gained significant traction, now being featured in major retailers like Clicks and Dis-Chem, with its best-selling product moving over 80,000 units in the past year. Letsoalo’s journey into entrepreneurship was inspired by a childhood passion for beauty and a gap she identified in the market for natural hair care products. Initially balancing her business with a full-time job as a management consultant, she transitioned to full-time entrepreneurship after experiencing early success. Today, Masodi Beauty operates from a facility in Midrand, employing 20 permanent staff and offering a range of products designed for hair repair, nourishment, and styling.
Why It Matters
The rise of Masodi Beauty reflects a growing trend in South Africa towards local and natural beauty products, driven by consumer awareness of ingredients and support for homegrown brands. The natural hair movement has encouraged many individuals to seek alternatives to conventional beauty products, highlighting a shift in consumer preferences. The success of Masodi Beauty, particularly during challenging periods like the COVID-19 pandemic, underscores the resilience and adaptability of small businesses in responding to market demands. This trend is significant as it contributes to the broader economic landscape by promoting entrepreneurship and job creation in the beauty industry.
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