Lerato Nkabi, co-founder of Aluwa Skin Africa, a subsidiary of Chuma Innovations, is a dynamic entrepreneur on a mission to transform the African beauty landscape. With a background in healthcare and medical sales, Lerato transitioned into the consumer goods industry, driven by her passion for problem-solving and her desire to create opportunities in a country facing widespread unemployment. Her skincare brand, Aluwa Skin Africa, champions African excellence, offering clean, luxurious products that promote self-love and healthy skin.
Origin and Inspiration
Discovering the Entrepreneurial Drive
Lerato Nkabi has always had a passion for entrepreneurship and multiple pursuits. However, it was the high unemployment rates in South Africa that ultimately drove her to start her business. “I felt compelled to take action and create more opportunities for myself and others,” she explains. Her inspiration was also shaped by her identity as a young Black woman. “I was inspired by the opportunities that came my way, which encouraged me to take the leap.”
From Healthcare to Business
Lerato’s professional background significantly influenced her journey. With experience in healthcare and medical sales, she found joy in providing tailored solutions for clients. “I loved the process of actively listening and solving customer problems,” she recalls. This experience motivated her to enter the world of business, where her problem-solving skills could be put to new use.
Business Overview
Introducing Aluwa Skin Africa
Lerato continues to practice in the healthcare industry but has expanded into the consumer goods sector, notably skincare and baby products. Her flagship brand, Aluwa Skin Africa, emphasizes African beauty or “A-Beauty” and highlights Africa’s potential to produce luxurious, clean, and effective products. “Our ethos is centered around promoting self-love and healthy skin, rather than striving for unattainable standards of perfection.”
Product Offerings
The business currently offers a range of skincare products, including their standout Protect Me Sunscreen spray and serums with multi-active ingredients. “We aim to simplify skincare routines while exceeding customer expectations,” Lerato explains. These products are available through their online store, in cosmetic retailers, and on various e-commerce platforms.
Campaigns and Promotions
Exciting campaigns are on the horizon for Spring/Summer, which can be followed through their social media handle, aluwaskin_africa. “We are launching new campaigns and are always looking for ways to engage with our customers,” says Lerato. Products are available for purchase at aluwaskin.com and other retailers.
Challenges and Overcoming Them
Entering a Saturated Market
One of the biggest challenges Lerato faced was entering a saturated beauty market. “We were concerned about how our locally produced products would be received,” she admits. To overcome this, they focused on differentiating their products from competitors early on, which helped them carve out a niche.
Managing Demand
Another hurdle was the inability to meet product demand early on. “We had to delay expanding our product line to focus on meeting the current demand,” Lerato explains. This careful management of resources ensured their early growth wasn’t hindered by overextension.
Business Strategy
Bootstrapping the Business
In terms of funding, Lerato and her co-founder chose to bootstrap their business. “We funded the business ourselves and continue to reinvest profits to fuel its growth.” This approach has allowed them to maintain control over the direction and development of the brand.
Marketing and Growth
When it came to marketing, Lerato engaged a marketing agency to establish an effective strategy. However, the key to their success has been a robust presence on social media and partnerships with influencers. “Our biggest breakthrough came when we embraced TikTok—it significantly boosted our sales,” she reveals.
Learning and Growth
Early Lessons in Business
One of the most important lessons Lerato learned was to operate with integrity. “I will never put a product on the shelf if it doesn’t meet all regulatory requirements,” she says. Ensuring product safety and compliance has been non-negotiable for her. She also emphasizes the importance of grit, especially for women in male-dominated sectors like healthcare. “You need to persevere, and I’ve learned that grit is essential in business as well.”
Staying Ahead of Trends
To keep up with industry trends, Lerato stays informed by reading books, newsletters, and closely monitoring social media. “Social media is my library for consumer trends,” she notes.
Balancing Life and Work
Creating a Work-Life Balance
Balancing the demands of running a business and personal life is a challenge for any entrepreneur. Lerato shares that having a routine and sticking to a schedule is key. “I am disciplined about scheduling my tasks, which helps me focus on my family when needed, without feeling guilty about work.”
Advice for Other Entrepreneurs
Her advice for aspiring entrepreneurs is to “start where you are.” Lerato wishes she had launched her business earlier, emphasizing the importance of execution over perfection. “Don’t wait until everything is perfect. It’s better to improve once you have something tangible to work on.”
Advice and Vision
Advice for Aspiring Entrepreneurs
To entrepreneurs just starting out, Lerato offers some simple but impactful advice: “Don’t wait until the product, website, or process is perfect. Start where you are, plan, but execute as quickly as possible.” For Lerato, taking action is crucial in business development. She wishes she had launched sooner and encourages others not to delay.
Vision for the Future
Looking ahead, Lerato envisions Chuma Innovations growing into a leading consumer goods company over the next five to ten years. “We have additional brands in the pipeline and aim to become one of the most recognized consumer goods companies,” she explains. Her goal is for 50% of the brands in their portfolio to be homegrown African brands.
Reflection and Impact
Proudest Achievements
Lerato’s proudest achievement to date has been launching Aluwa Skin Africa and witnessing its rapid success. “Our products sold out within weeks of launch, which showed me that South Africans have a lot of opportunities—they just need to grab them.”
Giving Back and Changing Perceptions
Lerato is determined to change the perception of Africa as a primarily consumer-driven market. “We can produce high-quality products and export them globally.” By doing so, she hopes to leave a legacy of African excellence and create more opportunities for local entrepreneurs.
Lessons and Looking Forward
Looking back, if she could change one thing, it would be starting her business sooner. “I would’ve started earlier,” Lerato reflects. Looking ahead, she is focused on building her network within the industry and expanding the Aluwa Skin Africa product line this spring.
What’s Next?
Aluwa Skin Africa?
With exciting projects on the horizon, including new product launches, Lerato is determined to see Aluwa Skin Africa grow and establish its presence across the continent. “We are planning to grow the brand across Africa, with exciting new products in the works.”
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