Cleaning with Purpose: The Rise of Tosh Detergents Under Lufuno Rasoesoe

Cleaning with Purpose: The Rise of Tosh Detergents Under Lufuno Rasoesoe. In South Africa’s household cleaning industry, Tosh Detergents stands out for more than its sparkling results. Founded by Lufuno Rasoesoe in March 2021, the brand combines eco-conscious formulations with a mission to empower communities, proving that business success and social impact can go hand in hand.

From Soap-Making Hobby to Professional Startup

Tosh Detergents began during the Covid-19 lockdown when Rasoesoe started crafting soap at home, inspired by lessons from her mother’s side hustle. Positive feedback from friends and family prompted her to refine her formulas and explore the broader detergent market, a space largely dominated by large multinationals.

Vision Anchored in Economic Impact

Formally registered under Lajoya Holdings (Pty) Ltd, Tosh was created with a clear purpose: to address hygiene needs affordably while creating jobs, especially for women in under-served areas. Rasoesoe taps into indigenous plants from Limpopo, employing local harvesters and producing in Centurion, all while maintaining eco-friendly standards.

Formulation Built on Quality and Value

Tosh’s competitive edge comes from ultra-concentrated formulations that deliver high value per cost. The range covers household and industrial needs, from laundry liquid and fabric conditioner to pine gel and multipurpose cleaners in sizes from 750 ml to 25 L.

Securing Retail Partnerships and Expanding Reach

One pivotal moment for Tosh was gaining shelf space at major retailers including Shoprite, Pick n Pay, Checkers, Makro Online, and Takealot. That achievement validated product quality and drove nationwide brand recognition.

Rolling Out Refill Stations for Sustainability and Accessibility

To address plastic waste and reduce costs for consumers, Tosh rolled out township and rural refill stations. Customers can reuse containers, making hygiene more affordable and environmentally responsible, an initiative that highlights Tosh’s creative business model.

Scaling with Integrity and Community Focus

With increased demand, Tosh expanded production capabilities and staff, from an initial 15 members (10 manufacturing, 5 rural harvesters) to an entire factory setup in Centurion. Its people-centric culture includes an open-door policy and encouraging employee feedback through suggestion boxes.

Turning Challenges into Opportunities

Rasoesoe faced significant hurdles: limited funding, competition with global brands, and scaling supply to retailers. She overcame these by bootstrapping, reinvesting earnings, and pursuing small grant opportunities. Earning inclusion in media features and awards built further visibility without heavy marketing spend.

Lessons for Aspiring Entrepreneurs

Start with What You Know
Rasoesoe’s soap-making background laid the foundation for launching into detergents, a familiar skill became the core of her brand.

Embed Social Purpose from Day One
Tosh’s impact, job creation, local sourcing, eco-friendly initiatives, has become inseparable from its brand identity.

Focus on Product Value
Ultra-concentrated solutions mean customers get more cleaning power for less money, a key differentiator.

Use Strategic Partnerships
Gaining placement in major retailers provided credibility and exponentially increased reach.

Scale Responsibly
Expansion into refill stations and increased manufacturing capacity were driven by demand, not ambition, keeping overheads aligned with growth.

Cultivate a Supportive Culture
Rasoesoe’s open-door policy and rural employment model have created a resilient, motivated team.

Conclusion

Tosh Detergents demonstrates how a homegrown idea can evolve into a national brand when combined with purpose, product quality, and community trust. Under Lufuno Rasoesoe’s leadership, the brand proves that scaling with intention and focusing on positive environmental and social outcomes, can resonate strongly in competitive markets. Entrepreneurs looking to make an impact should follow this path: start authentic, build value, and grow sustainably.