BY Nkosazana Ngwadla
The name Swiitch Beauty will certainly ring a bell if you’re a makeup or skincare enthusiast. At just 14 years old, Rabia Ghoor started her makeup brand, Swiitch Beauty in her bedroom.
“It all began when I discovered this incredible thing on the internet, called Youtube. At the time there weren’t many South African beauty YouTubers, so I was primarily watching international makeup channels.
I remember thinking to myself: “international makeup enthusiasts have so much more of a variety” – American, European or Asian brands that are unavailable here in South Africa were constantly innovating & evolving – (especially in the digital space), while South African brands lagged behind or just straight up didn’t exist,” she writes on her brand website.
Rabia then began researching product sourcing, formulation, e-commerce, packaging, manufacturing, and design with the end goal in mind being to create a beauty brand that firstly, didn’t break the bank and secondly – made things that people would actually use in real life – things that did what they said they were going to do.
Now, a 22-year-old, stunning, award-winning businesswoman, Rabia is making more strides and growing from strength to strength. Swiitch Beauty now has a skincare range that all the girlies (and everyone, really) are crazy about!
Rabia used her brand to take a public stand in solidarity with the #BlackLivesMatter movement in 2020, and those speaking up on racial inequality and human injustice. Specifically, Swiitch offered a cash grant towards a black-owned business. She also partnered with an up-and-coming black-owned e-store as the brand’s first official reseller.
More recently (about a week ago) Rabia added the prestigious title of Glamour Woman of the Year 2022 to her long list of awards! We can’t help but stan this queen making boss moves – and keeping our skin healthy and dewy, one product at a time! She’s definitely a Fuse Favorite!
