The journey and growth of a business as a young black woman is one that Luyanda Ketelo is embarking on graciously. Learning and relearning have factored to the entrepreneurial growth that has resulted in Luyanda Kosmetics’ standing as a cosmetics brand. Although “setbacks and crises are inevitable in business…” Luyanda advises people that “…addressing issues promptly and proactively and implementing corrective measures as needed…” minimizes setbacks and fosters successful growth.
By: Lesego Kgatle
Luyanda Kosmetics prides itself on building a “strong brand identity centered around inclusivity, empowerment, and cruelty-free practices.” The cosmetics brand promotes confidence by embracing one’s unique features. Behind this brand is hard work to promote growth and success, so stay tuned and learn more about the brand and entrepreneurship from Luyanda Ketelo.
“As someone who felt the disconnect firsthand with available cosmetics that didn’t cater to diverse facial features and skin tones, I recognized the need for change.“
Inclusion and creating space for the Other instigated her business formation as “the motivation for starting Luyanda Kosmetics stemmed from a deeply personal journey. This realization ignited a passion within me to create a brand that goes beyond conventional beauty standards—a brand that celebrates individuality and empowers everyone to embrace their unique features. It was this desire to fill a void in the market and make a meaningful difference in people’s lives that ultimately led me to start my own business.”
“The journey of entrepreneurship is inherently dynamic and fulfilling, offering endless opportunities for creativity, growth, and innovation.”
The road to entrepreneurship has different effects on individuals and is motivated by diverse factors, such as “…the tangible impact it has on people’s lives.” The confidence it brings, and the moments of empowerment are reminders “…of the meaningful purpose behind our work.”
The love of running a business came with much preparation and wanting “a deeper understanding of the intricacies of running a business and navigating challenges specific to the cosmetics industry. However, each obstacle has been a chance to learn and adapt, ultimately strengthening our resilience as a company.” Bouncing back from these obstacles includes “…transparency, honesty, and integrity, keeping our customers informed every step of the way.” and being surrounded by “…unwavering support and encouragement from our loyal community remind us of the importance of our work and reinforce our commitment to our mission, even in the face of adversity.”
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“Success, for me, is not solely defined by financial metrics, although they are certainly important for the sustainability of the business. Instead, I measure success by the positive impact we have on our customers’ lives and our ability to stay true to our mission while achieving sustainable growth.“
“We’ve excelled in several areas with Luyanda Kosmetics.” Customer satisfaction and loyalty through “…creating products that resonate with a diverse range of individuals, celebrating their unique features and identities” are measures of success for Luyanda Kosmetics.
“Innovation is at the heart of our business strategy, driving us to continuously push boundaries and explore new horizons.”
In a competitive industry such as cosmetics, showing innovation and “staying ahead of the curve” is essential when wanting to stand out, which is why Luyanda Kosmetics has launched the 2-in-1 lip care kit—a revolutionary product that combines a lip scrub and lip mask in a singular, convenient package, solidifying their “reputation as a leader in beauty innovation”. By continuously innovating and listening to the customer’s needs, they maintain a “competitive edge while fostering a strong sense of brand loyalty within our community”.
“By showcasing authentic customer experiences and behind-the-scenes glimpses of our brand, we create a compelling narrative that resonates with our target demographic.”
Marketing a product is the heartbeat of a business, so doing this effectively through “pop-up events, allows us to directly engage with our customers in a meaningful way” and “…fosters a sense of community and connection”. The “marketing efforts focus on building genuine relationships with our customers and creating memorable experiences that leave a lasting impression.”
“I find solace in moments of quiet reflection and prayer, where I can seek out silence and connect with God to ground myself.”
Many relate to the struggle for balance and growth in all aspects of your life. “Balancing the demands of running a business with personal well-being is undoubtedly challenging but essential for long-term sustainability.” Taking the time to ground yourself through “regular exercise, spending quality time with loved ones, and engaging in hobbies that bring me joy” promotes the ability to focus and have peace. Additionally, Luyanda “recognizes the importance of spiritual grounding in maintaining equilibrium amidst the demands of entrepreneurship.”
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