No Secret Beauty to Afri-Berry’s Success

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An enterprising businesswoman is on a quest to take the multimillion-rand cosmetic range to international markets while increasing its markets share in the domestic industry.

Relebohile Moeng founded Afri-Berry in 2011 after leaving her executive officer job at the South African Optometric Association. R Moeng describes Afri-Berry as a premium, organic skin and hair repair brand. R. Moeng who also holds an MBA from GIBS Business School traces her foray into entrepreneurship to 2009, the year she survived a car accident that led to 150 stitches on her face. She tried a different organic product to help with her scarring to no avail until she came across the cold pressed argan oil.

With the help of the Department of Trade and Industry, the 38-year-old married mother of two imported the oil from Morocco as she had identified a gap in the market. She started the company from scratch with an initial capital of R10 000 which enabled her to rent a small office space, employing 15 people within six months.

  1. Moeng gave out samples to try out, and within two months she was getting calls from potential government business investors. Today Afri-Berry products are sold at Pick n Pay stores in South Africa, Namibia, Swaziland and Botswana. Edgars outlets in South Africa, Namibia and Swaziland. Shoprite Checkers Hypermarkets South Africa. The products are also stocked by independent retailers and the company has an outline store in New Zealand.
  2. Moeng travelled to the US, Nigeria, China, Tokyo, Mozambique, India and Italy to exhibit at trade show assess the readiness of the markets for her products and look at trends. However, she bemoans the trading restrictions to the European Union Markets. “to get certified costs R500 000” she says. She says it is a blessing that the African Union has come up with the African Continental Free Trade Agreement.

She further states that it is a blessing that Afri-Berry does not do TTL marketing as everything is through word-of-mouth. Mrs Moengs plans is to increase the company’s domestic market share by approaching more organic health stores.

Afri-Berry has an online store in New Zealand but the long term plan is to export to the US, Japan, China and Hong Kong. The numbers are there for Afri-Berry to be an international role player. Afri-Berry has thus far won the best hair and beauty entrepreneur of the year, and best natural hair product range awards in 2018. Other accolades include the African Corporate Excellent Awards (2015), Acquisition International (2016), and the City of Ekurhuleni’s Best Empowerment Partner on Youth Empowerment for 2014, 2015 and 2016.

Afri-Berry prides itself in these awards and the development of skills, especially that our youth as we are an emerging organisation.

AFRI-BERRY AWARDS

-2016-

African Hair Awards

Finalist

Most Innovative Brand

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-2015-

African Corporate Excellence Awards

Winner

Best Hair & Beauty – Africa

http://www.corp-vis.com/awards/2015-african-excellence-awards/results-2/details/afri-berry

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-2016-

Pure Beauty Awards

Finalist

Green Award

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-2016-

Acquisition International

Winner

Most Outstanding Beauty Products

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-2016-

Acquisition International

Winner

‘Africa’s Most Innovative’

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-2014-

-2015-

-2016-

City of Ekurhuleni

Winner

Best Empowerment Partner on Youth Empowerment

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2018-

African Hair Awards Winner

–Best Hair And Beauty Entrepreneur of the year–

–Best Natural Hair Product Range–

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Melissa Booi and Lesiba Setumu reporting for

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