As the founder of Lafezeka Cosmetics, Gwen Zwane has demonstrated that passion, perseverance, and access to the right resources can transform a personal dream into a thriving business. With her commitment to providing safe, natural, and effective hair care solutions, Gwen continues to make a positive impact in the lives of individuals across South Africa, and her success story serves as an inspiration to aspiring entrepreneurs.
Like any great business idea, Gwen Zwane received hers from personal experience. As a teen mom, born and raised in the small township of Bhekuzulu in Vryheid, Kwa-Zulu Natal, Gwen witnessed first-hand the need for a suitable and affordable product that could be used to treat her daughter’s sensitive scalp and skin. And so, a seed was planted as Gwen embarked on her mission to create accessible and natural hair care solutions for those in need, eventually manifesting in her now successful enterprise: Lafezeka Cosmetics.
The journey to reach this point, however, took Gwen many years.
Beginning in the field of IT, Gwen later studied mechanical engineering which drew her to the renewable energy industry. In between this, Gwen and her daughter began sharing their homemade hair mixtures with friends and family, receiving overwhelming support and positive feedback from the community. This encouragement inspired Gwen to expand this hobby into a business that went beyond her immediate surroundings.
In August 2021, Gwen officially launched Lafezeka Cosmetics. Despite starting with limited funds, she saved on costs by using her IT experience to design the company’s logo, labels, graphics, and branding materials herself. As the business gained momentum, Gwen realised the need to reach a wider audience across South Africa, which led her to list Lafezeka on the Takealot Marketplace, joining over 8,000 other small businesses on the platform, in October of that same year.
“The partnership with Takealot has been a real game changer for Lafezeka Cosmetics,” says Gwen. “It’s given me the opportunity to showcase my products to a broader market, reaching customers from all corners of the country. And with this newfound exposure and accessibility, I’ve been able to turn my personal passion for safe, natural, and effective hair care solutions into a reality.”
Taking Things to the Next Level
Late last year, Gwen received an email about the Takealot Business Accelerator programme. She quickly realised this opportunity would be the essential next step in her entrepreneurial journey.
With the aim of giving selected black-owned businesses trading on Takealot Marketplace a step up, the programme gives participants access to invaluable business skills development and training, mentorship and virtual masterclasses delivered by expert partners and Takealot specialists.
Gwen was particularly drawn to the programme’s focus on mentorship and guidance, as she had been seeking support to take her business to the next level.
“I always wanted that sort of help, but never knew how I was going to get it because I’m the first person from my family to start a business. So joining the programme has been a profound experience for me,” says Gwen.
Thanks to the programme, Gwen has received the help she needs from industry experts who deeply understand the challenges and opportunities in digital sales, marketing, and branding. This support has subsequently instilled a confidence in Gwen to help grow her business beyond the current humble headquarters of her garage.
The programme has also proven valuable to Gwen for connecting her to fellow successful entrepreneurs and leaders.
“Up until now it’s been a lonely journey,” reflects Gwen. “So having the chance to share my experience with like-minded individuals facing similar challenges and also sharing ideas and learning from each other has given me the belief that I can continue turning my dreams into reality.”
“Lafezeka is not just a brand,” she adds, “it’s a representation of our dedication to provide people with safe, natural and effective hair care solutions. It’s a testament to the importance of following one’s dream and embracing the power of nature.”
