Mathebe Ngwenya is redefining African beauty by connecting local brands to consumers and championing homegrown innovation.
Since 2015, Mathebe Ngwenya has built a reputation as a leader reshaping how the continent approaches beauty and business. As the founder and chief executive of Beauty On TApp, she has developed a platform that connects African consumers with locally made beauty products, while supporting the small businesses behind them.
Ngwenya’s career began in the world of accounting and finance. A qualified Chartered Accountant and graduate of the University of the Witwatersrand, she worked at Ernst & Young and Rand Merchant Bank before turning to entrepreneurship. Her professional background in finance would later prove vital as she set out to address an issue she observed in the beauty industry — the limited visibility of African-owned brands and the lack of products catering specifically to African skin and hair.
The genesis of Beauty On TApp
Beauty On TApp was launched in 2015 as a mobile application designed to help users book local beauty appointments. Over time, it evolved into an e-commerce platform offering access to a range of African-made beauty and wellness products. Today, it operates both online and through physical outlets, including its flagship store at the Mall of Africa in Johannesburg.
The platform has become a space where independent beauty brands can showcase their work and reach a wider market. It brings together hundreds of small businesses across the continent, offering support with logistics, customer service and brand development. Many of these entrepreneurs are women who have faced barriers in accessing traditional retail opportunities.
Beyond commerce
Beyond sales, the business prioritises community building. Beauty On TApp strives to foster a sustainable ecosystem that champions African innovation and encourages the patronage of local products. The platform also provides brand education, assisting small business owners in developing robust market strategies and improving product presentation.
Among its initiatives is Pastry, Beauty On TApp’s in-house skincare line formulated for African skin concerns such as hyperpigmentation. The brand represents an extension of Ngwenya’s broader goal: to develop solutions rooted in African experience and expertise.
Shaping a new era for African beauty
The growth of Beauty On TApp has reflected a wider shift within the beauty industry, one that acknowledges the need for representation, accessibility and economic empowerment. By providing infrastructure and visibility for local brands, the company has contributed to the development of a more inclusive beauty economy.
Mathebe Ngwenya continues to lead the platform as it expands its reach and influence. Rather than positioning African beauty as a niche, Beauty On TApp presents it as a diverse, evolving industry that speaks to the continent’s creativity and enterprise.
