Human beings have always been visual and social creatures, therefore it stands to reason that we have been fascinated with beauty to the point where the first thing one notices upon meeting someone is their appearance. People have been using makeup and cosmetics since ancient times according to Nomathemba Makhapela, a 25-year-old Mafikeng resident and owner of Noxxy Beauty Bar. She is also a Masters Degree student in Microbiology at North-West University.
“Things that were popular ten years ago can resurface and remain popular today, proving that beauty does not die but rather recycles.” The beauty industry is actually quite broad as it includes services such as nails, makeup, hair, and beauty products. “I started my beauty bar in 2018 with nails only but in 2022 I launched Noxxy Hair which is doing really well. Noxxy Beauty Bar currently provides nail treatments for both men and women, as well as hair treatments, customized hair and hair installations,” explained Nomathemba.
Economists have confirmed that consumers will continue to purchase beauty products during an economic downturn and Nomathemba backed this up by stating that even during the Covid-19 pandemic, the first few businesses to be allowed to reopen after lockdown were salons while other businesses were not. The beauty industry/business is not only broad but it has evolved and expanded to training over the years. It is evidenced by Nomathemba’s Noxxy Beauty Bar where she trains and empowers other ladies to run their own beauty businesses.
“In 2020, I felt more skilled and knowledgeable so I began master classes in order to share what I know with other ladies,” she said. Until today Nomathemba has taught forty-plus ladies how to do nails, be entrepreneurs and be independent. “Hosting these classes means empowering these ladies. I always tell them that they will not work for anyone but rather open their own nail bars,” said Nomathemba. The beauty industry innovators believe that knowing the strength of the company, building a simple and clear brand based on the company’s ethos and having control over all aspects that define the focus to ensure constant quality is an invaluable lesson for beauty entrepreneurs. As a result, that criteria is what will make a consumer brand a success.
“I believe that beauty companies often rush to get more customers rather than ensuring that their services and products are of high quality therefore ensuring that customers will keep coming back. Hard work, consistency and quality over quantity are what make a beauty consumer brand successful,” concluded Nomathemba.
