BY Nkosazana Ngwadla
Mathebe’s beauty and wellness e-commerce platform, Beauty on TApp, initially started as a find-a-beauty service directory but quickly developed into a successful online service. Her unique approach to informing and supplying consumers with quality products gave birth to her own skincare line, Pastry Skincare.
And most recently, she took to Twitter to celebrate yet another win – opening a store.
However, there’s no journey without challenges, 2020 came and a pandemic hit the business. With most people being home, shopper behaviour changed and most people started relying on e-commerce to shop cosmetics.
“With skincare trending we had to pivot and become an online skincare destination for both brands and our community. We scouted the best skincare brands and others approached us. Over two years we went from 30 brands on our website to about 60 brands – with the majority being skincare brands. To make shopping skincare online easier for our community, we tailored our website to allow users to shop skincare by product, ingredient or concern and even went a step further by adding a skin consultation service.
Today our ethos and core focus remain empowering local niche and multinational beauty brands by giving them access to customers who want to shop their cosmetics on an easy-to-use platform to showcase their world-class products. We continue to target an order turnaround period of 3 business days (from receiving orders through to delivery) because we believe no one should have to wait for Beauty,” Mathebe writes on her business website.
Their vision is to become Africa’s leading cosmetics e-tailer by 2025 and they believe that they are on our way to making that happen.
“We will never lose our passion for the love of all things Beauty, and we will keep bringing our community the best in Beauty,” she concludes.
