Few founders have reshaped South Africa’s beauty industry like Mathebe Ngwenya. What began as a digital platform connecting customers to beauty services has evolved into Beauty on TApp — a thriving online retailer and a growing network of four brick-and-mortar stores across the country.
It’s a story of conviction, discipline, and belief in what’s possible when you build with purpose.
The journey from a single idea to a scaled retail presence has tested every part of Mathebe’s leadership.
Running both an online store and physical locations demanded sharper systems, stronger teams, and a deeper understanding of customer behaviour.
“Walk-in retail is a completely different beast,” she said. “You can’t hide behind a screen. The expectations, the stock control, the customer experience — it all has to be right, every day.”
For Mathebe, expanding into retail wasn’t just about growing sales — it was about building community. Each store is designed as a physical extension of Beauty on TApp’s digital promise: a space where people can explore, ask questions, and feel seen.
Mathebe’s vision stretches beyond the four stores and e-commerce growth. She’s building towards South Africa’s first beauty multinational — one that reflects African creativity and excellence at a global scale.
At the heart of that ambition is Pastry Skincare, her locally made line that responds directly to the needs of African skin. The challenge now is managing growth: deciding whether to scale Pastry independently or keep it exclusive to Beauty on TApp.
“We’ve had retailers approach us to stock Pastry,” she shared. “It’s exciting — but it’s also about protecting the brand and ensuring we grow with intention.”
Scaling has also reshaped how Mathebe leads. No longer the founder doing it all, she’s learning to trust her team, delegate with confidence, and empower others to grow alongside the business.
“Even in a beauty business, people still tend to trust men more,” she reflected. “So you have to prove yourself twice — once to the world, and once to yourself.”
Her story is a reminder that building something meaningful takes more than great products — it takes people, purpose, and perseverance. Beauty on TApp’s momentum has been powered by listening to its customers, refining its offering, and showing up — every single day.
Mathebe Ngwenya isn’t just building a beauty brand; she’s shaping the future of South Africa’s beauty ecosystem.
Her dream is to prove that world-class brands can be built here — with local insight, local teams, and local heart.
“I want young women to look at this and know it’s possible,” she said. “We can build big, we can build here, and we can build for the world.”
From Startup to ScaleBuilding for the FutureLessons in LeadershipThe Future of Beauty Is Local
