With her wit and no-nonsense attitude, which have won over viewers of the South African reality show Mommy Club: Van die Hoofstad, she is proof that a small frame can carry a big personality.
Airing on Showmax, the series follows the lives of five powerful Afrikaans women from Pretoria as they juggle parenting, prestige and life in a world where Instagram followers and likes on social media drive popularity and fame.
Louise (39) says she did not apply to be part of the series. “I received a message on Instagram from the producers, asking whether I would be interested. At first, I wanted to know what it was all about, and when I was told the focus would be on ‘being a mum’, I was happy to do it.”
Although filming began more than a year ago, in May 2024, it only premiered on Showmax in March.
“We had tight schedules, sometimes working six days a week, and the shooting schedule lasted until mid-July.”
A well-known make-up artist with firm Lowveld roots, Louise is far more than a pretty face with a contour brush in hand. She is a businesswoman, wife, and mother to two beautiful sons.
Making mum proud
Her mother, Riana Louw, who passed away in a tragic incident in March 2021, was a well-known local businesswoman who played an instrumental role in the establishment of the Avroy Shlain brand in the area.
“My mum won Best Dressed Woman in the Lowveld years ago, and she was always in the beauty industry. She was always well groomed and a perfect example to me. If I can be half the phenomenal woman she was, it would make me proud.”
On Friday, June 13, Riana would have turned 70. Louise and her equally successful brother, Francois, held a special celebration in her honour.
The occasion demonstrated how close the siblings have always been. Louise says that Francois, an established media personality, is her bestie. He is part of her past, her now and her future.
“He loves me just the way I am and makes sure my feet remain firmly on the ground. He is my fiercest critic and supporter. It is an ‘us against the world’ sort of relationship.”
The glitz and glam portrayed in Mommy Club is far removed from Louise’s childhood days in the Lowveld. “Life was simple and I have fond memories of our family spending time at Klipkopjes Dam skiing and relaxing on boat rides. I had a wonderful childhood and am eternally grateful to my parents for it.”
Despite her outdoorsy childhood, it was written in the stars that Louise would end up in the beauty industry.
At the age of 14, Louise made her debut as a make-up artist for a bride and started teaching others how to do make-up at age 16. “My passion catapulted in 2012 when I took a leap of faith and started a make-up school. In 2013, I launched my first product on the market, saved all the money I made and started launching the rest of my range in 2021.”
Today, her company, Halouw Professional, is a well-respected name in the field. Its make-up range is available across South Africa and was recently introduced to the Namibian market.
“I believe beauty is far deeper than the clothes and make-up we wear. To me, it is a privilege to take the canvas God created in every human, and colour it to suit the woman’s personality.”
Looking ahead, Louise has big plans for her business. “I want to add more products. For the past three years, I’ve been developing a fantastic foundation. It is going to be a market game changer for women of all races and ages.”
The make-up school she started at such a tender age is still doing well, and her special corporate and women’s workshops are popular. “With a glass of wine in hand, we teach women how to apply their make-up and enhance their features.”
The show
Mommy Club has allowed Louise to showcase her work and meet like-minded people to take her business to the next level. “But I also learnt that make-up is not what defines me. I have more to share with the world.”
Like any reality series, it shows the good, the bad and the ugly of the participants. Apart from Louise, the cast includes Ansu Viljoen, Crystal van der Burgh, Tessa Tullues, and Johandri Johnson, all businesswomen who enjoy social media popularity.
They move in the same circles, but are not necessarily besties, as showcased in the series. They dress the part, have lavish parties, live in stunning homes and drive the best cars. Their reality at times seems surreal, yet Louise says: “It is mainly a factual portrayal of who we are. We love dressing up and looking the part. Obviously, we don’t always have long lunches in the middle of the week, and we all have busy schedules.”
Louise stresses that a social media lifestyle could be misleading. “My hair is sometimes in a messy bun, and I don’t wear make-up all the time, which people don’t see. I love it when women have the confidence to post unfiltered photos showing their smile lines or imperfect bodies. Nobody is flawless, and even the celebrities I make up have insecurities.”
The odd bickering between the Mommy Club women was one downside of the series for Louise. “I wasn’t familiar with that type of behaviour and thought it was funny when I watched the show.”
Louise’s naughty sense of humour made her a favourite among the women. “When I think back to my childhood, our Sunday lunches were filled with laughter and what other people may think of as ‘inappropriate’ jokes. But it taught us a lesson; to not take everything so seriously. We can give each other a go and laugh about it. I was raised by a strong woman, and keyboard warriors don’t bother me.”
With only the reunion episode still to air at the time of this interview, Louise expressed deep gratitude for the experience.
On the home front
Her husband, Juan (38), is her biggest supporter. “A husband like mine is a non-negotiable. I have so many dreams and ambitions. We share everything we do; sometimes I give 30% and he gives 70% – and then it’s the other way around. I think men and women need to respect each other’s space and afford each other the freedom to enjoy the things that make them happy. Juan wants me to succeed.”
As the mother of two boys, Luan (11) and Kian (7), Louise needs to juggle her time responsibly. “Being a mother is my biggest accomplishment. The best part of my day is getting home and seeing those little faces light up when they see me. God blesses us with children and entrusts their lives to us. It is a huge responsibility. I hope they will one day think back and cherish their childhood memories.”
During the filming of Mommy Club, Louise revealed that she and Juan were on a fertility journey as they want another baby. It is now a year later, and Louise has this to say: “We tried various medications and injections, as well as two inseminations, which were both negative. About two months ago, I told Juan I was done. Anyone on this journey will know it is not easy.
“We have made peace with the outcome. From the beginning, we decided not to have nannies – we are 100% hands-on parents. God knows what is best for us; if we are blessed with another baby, it will be His will.”
Her positive attitude is evident in her zest for life. Louise says there are so many roads waiting to be explored. One of these avenues is her love of cooking, catering and having dinner guests gathered around a beautifully set table. “I’m even busy with my own recipe book and, of course, it will have a twist!”
The final episode of Mommy Club may be done, but this beautiful powerhouse is supercharged for her next chapter.
Written by: Irma Green
