Commemorating Youth Month under the theme "Accelerating youth economic emancipation for a sustainable future"

The Innovation Bridge helps inclusive, conscious make-up brand to thrive

Amid the immense loss that the Covid-19 pandemic inflicted on South Africa, there were some positives that emerged.?Innovators increased their use of fourth industrial revolution technologies, ushering in the age of digital must-haves that improve lives and foster inclusivity.

Ruvimbo Zawu is an entrepreneur whose business closed during the pandemic. Zawu noticed that many salons had stopped trading during the lockdown, leading to complaints among young women about not being able to access beauty services and products. ?Other complaints were that the hair and beauty products that were available were not suitable for black women and did not meet the demand for local, inclusive brands that accommodate non-traditional markets such as trans women. ?

This gap in the market gave rise to Womxn Beauty, a South African brand that creates cruelty and paraben-free make-up products for women and the LGBTQI+ community.

Launched in April 2021 in Johannesburg, the vision of Womxn Beauty is to create a more inclusive and diverse beauty community that values people as they are.

"We believe that make-up is a fun and powerful tool in that it gives you the freedom to be yourself and express who you are. We provide a platform that promotes individual expression while building meaningful connections with our community."

When asked why the company uses the "womxn" instead of "women", Zawu said, "The term womxn broadens the scope of womanhood because it includes the identities that are looked down upon, such as trans womxn, womxn of colour, womxn who are differently abled and all other marginalised genders."

Zawu prioritises inclusion and considers it at every stage of product development.?Womxn Beauty products are curated with the input of the community. ?

"This approach has allowed us to formulate products for all women, regardless of their skin tones. ?Our goal is to design products that make our community more confident in their skin and empower womxn by making beauty more accessible to all," says Zawu.

Zawu hasn't always been comfortable in her own skin.?Growing up with dark skin, she never considered herself beautiful because dark-skinned women were not catered to by beauty brands.?

"By the time I started exploring make-up, I saw that many women were resorting to skin bleaching. ?This is a challenge that persists today and affects the self-worth of many young women. ?With Womxn Beauty I'm trying to reach all the women who do not conform to beauty stereotypes – including myself," says Zawu.?

Womxn Beauty recently won first prize in the Southern Africa Entrepreneurial Talent competition held by Innovation Bridge Portal (IBP), an initiative of the Department of Science and Innovation. IBP is supported by the Department of Small Business Development in partnership with the World Bank Group and Thinkroom.

"To win the first prize was very validating, especially because there were so many amazing businesses competing on the day. ?However, it was a reminder of the work that is still needed in South Africa to build local brands that not only create jobs but also tell our stories in our voices. ?I feel very proud of myself, my team and my business because all the hard work we put in daily was recognised," she said.

Zawu is also thankful for the business development assistance she received from the IBP through Think Academy. ?

"One of the biggest challenges faced by young entrepreneurs is a lack of access to mentorship and training as they are often costly and difficult to find.?The resources provided by IBP provided much-needed business direction, knowledge and skills that helped me address the gaps in my business."

Womxn Beauty is still in its start-up phase and Zawu is focusing is on branding and streamlining the products while simultaneously seeking new opportunities. ?Her main goal is to grow the business from trading online to opening a physical store. ?

Womxn Beauty is proof that adversity can be turned into opportunity if you are willing to venture into uncharted territory and find your niche. ?These are some of the principles that can catapult innovators and entrepreneurs to success.

The DSI implements several programmes through its entities to support young innovators with the necessary skills to turn their ideas into products and services that will benefit broader society.?