Born to shine


She’s beautiful, dynamic and has a passion for the beauty and fashion industry. We chat to entrepreneur, Sasha Cos about the path that led her where she is today.

Her beautiful smile can light up any room, and her passion for the industry is certainly contagious.

“I’ve always been drawn to the beauty and fashion world so it was really a matter of time before I snapped up a business opportunity in the industry. After extensive research I
identified a growing demand for Permanent Hair Removal and particularly a gap in the market in Johannesburg South. There was an opportunity to purchase The Laser Beautique franchise in Bassonia so I decided to give it a go.

“The franchise offers the latest advanced skin and aesthetic treatments administered by highly trained professionals and we pride ourselves on excellent service, personal attention and customer satisfaction.”

Sasha completed her degree in Financial Management at Varsity College.

“Since my early teens I’ve been a ‘personal stylist’ to my friends and family from wardrobe assistance to full makeovers.”

After studying she became a men’s and ladies fashion buyer for Superdry South Africa.

“I am still employed full time as their brand agent heading up visual merchandising and customer experience nationally while juggling motherhood and owning a business.”

Beauty secrets

“The technology we offer breaks the mould of previous laser hair removal systems. In particular the IN-Motion™ technology safely and gently heats the targeted area under your skin. The sweeping motion ensures optimal results with minimal discomfort. I see razors becoming vintage ‘collectors items’ in the near future and therefore my mission is to create awareness about the advantages of permanent hair removal, ultimately saying goodbye to painful waxing sessions, ingrown hairs and razor cuts by providing quick, safe and effective permanent hair removal using laser or electrolysis for all skin types.

Family time

When this businesswoman isn’t running around, she loves to spend time with the family.

“I come from a tight knit Lebanese family and it’s important for us to spend quality time together – we have weekly dinners with my parents, seven siblings, their partners and children. We also have family lunch once a month with our extended family – if it sounds like chaos, it is, but it’s good chaos and I wouldn’t change a thing.

“My daughter, who is my whole world, is in Grade 6 with a busy extracurricular programme and my fiance, Dr M Ogonowski, is a medical doctor specialising in Otolaryngology. Between our hectic schedules we have a tight routine during the week and therefore make a concerted effort to ensure we always spend quality time together on weekends.

“We are self-proclaimed foodies! With our love for food and my adventurous nature we are slowly but surely eating our way through South Africa’s top 100 restaurants.”

Hidden talents

“I’m not too bad in the kitchen, especially when it comes to baking – I often whip up a tray of fudge or chocolate brownies for a midnight snack. I enjoy painting (of course that was before Netflix came along). I am quietly spiritual with a strong devotion to my faith, prayer time is important to me, I consider it my daily fuel.