Mathebe Molise’s career as one of South Africa’s most successful beauty entrepreneurs is an ode to the strength she observed in her mother and grandmother.
Hands up if you have cherished childhood memories of watching your mom apply mascara or spritsing on her perfume before leaving the house? Mathebe has memories like this, too … recollections of her grandmother, her nails always painted pink, teaching her how to braid her hair, for example.
While moments like that definitely sparked her passion for haircare (which led to her later interest in beauty), it was more the strength of her grandmother and mother – herself an entrepreneur who started a beauty company when she wasn’t working as an accountant – that led Mathebe to become a business owner. “Women empowerment was a big theme in my life. I grew up around women who were go-getters and had an extremely can-do attitude,” she says, “and because of that, I think that entrepreneurship was always in my future. Beauty was simply the vehicle I chose to express it.”
Why beauty? “I think that beauty is multi-faceted. It’s not about transforming you but enhancing what you have.” Mathebe loves the rituals associated with beauty, which make it about so much more than spoiling yourself. “It’s soothing and relaxing; a gift to yourself,” she says.
It’s probably because she’d witnessed her own mother take risks that Mathebe felt comfortable to leave a successful career in banking to focus on Beauty on TApp, which she first established in 2015. The company’s beginning was a slow burn, she says, but come the pandemic, it skyrocketed. This timing had both pros and cons. Mathebe had just been promoted to a role as Executive Assistant to her employer company’s CEO, so staying home meant she had more time to focus on marketing, packaging and finance (all activities she did by herself), but she was also balancing the demands of a complex role that required a lot of time. Unsurprisingly, her mental health took a knock … the first sign that it might be time to leave the corporate world. Two years later, when it was time to rotate out of her role, she realised that her passion for Beauty on TApp surpassed her corporate ambitions – and she was finally ready to take the leap.
The timing was especially fortuitous, because she had just launched Pastry (named for her love of baking), one of the first bodycare ranges in South Africa to be formulated with active ingredients for superior results. But, even so, Mathebe found herself grappling with hard questions. Would there be enough work to keep her busy full-time? Would the company sustain her?
The fact that she was able to answer ‘yes’ to all these brainteasers is probably because Mathebe has always been clear on the fact that her business is based on what the market wants, and responding. That’s how Pastry came about … when Beauty on TApp customers started asking whether they could use serum on their chests, for example, or salicylic acid under their armpits, she provided the products. Her second brand, B’Air, was born out of the same philosophy … when customers asked for more affordable options, she complied.
This ethos drove the brands forward to the point where Beauty On TApp now has three physical stores, in Waterfall, Menlyn and Umhlanga’s Gateway – and they’re busier than the online outlet. But this makes sense, Mathebe says. “Going into bricks and mortar was scary. As a CA, I’m cautious by nature – but I think that people enjoy going into a physical store because they want to interact with a human who can give advice. Our stores feel like a safe space … when you go inside, you feel like you’re talking to a friend or a sister.”
That’s one of the factors that’s driven the brand’s success, but its authenticity has also played a major role. Mathebe’s own attitude has been influential here. “I have dark marks and I don’t mind going online and talking about them, if it helps someone else” she says. This emphasis on education has been another reason Beauty On TApp, Pastry and B’Air have built an army of fans … rather than launching hard sell marketing campaigns, the brands focuses on educating customers about the benefits of ingredients.
It’s all about building trust – and that’s what’s carrying Beauty On TApp forward. Mathebe says that, thanks to the online store, it’s been easy to gather data showing where the customer base is (predominantly Johannesburg, Durban, Pretoria and Cape Town) – so the plan is to follow the market.
Mathebe is also looking forward to introducing new products and services: there’s a new app in development, that will help customers analyse their skin, and a Pastry roll on deodorant with ingredients to help treat discoloration. B’Air will also be launching new products, and then there’s Mzuri, the luxury body range with an accent on luxurious self-care. Mathebe is also thinking about a hair care range. “I love creating. It’s very complex, because you have to think about the technical considerations and which ingredients you can use to achieve them. But it’s also fun.
“Ultimately, I’d love to build a multinational beauty company that could take on Big Business, that speaks authentically to people from Africa. And, in time, it would be great to spread into the rest of the continent, too,” Mathebe says.
Details: shopbeautyontapp.co.za, @beautyontapp on Instagram.
Your anti-ageing routine
Trying to stave off those crow’s feet and the coarse, dry texture of ageing skin? Your first must-have, says Mathebe, is – no surprise – a sunscreen (yes, even for dark skins), reapplied frequently. A misting spray is also useful, especially on those hot days. Apart from that, you’ll want to stock your cosmetic cupboard with a plumping, hydrating cleanser, a soothing, hydrating toner and a serum containing ingredients like hyaluronic acid, ceramides and peptides. At night-time, you’ll want to add replenishing retinol to your regime to help boost skin turnover and keep your face looking fresh, finishing it all off with a hydrating moisturiser that seals in all that goodness. “Essentially, there are three elements to anti-ageing: protecting, hydrating and nourishment, and you want to use products and ingredients that speak to all of them,” Mathebe concludes.
Text: LISA WITEPSKI. • Photo: Tinotenda Masomera
