Women, Wellness and Local Vision: The AnaStellar Brands Journey

Women, Wellness and Local Vision: The AnaStellar Brands Journey. Anastasia and Michelle met in 2010 while pursuing their two‑year MBA at Wits Business School. Motivated by desire to apply their learning rather than just receive degrees, they envisioned a female‑owned South African pharmaceutical company. In August 2016 they launched AnaStellar Brands during a recession, with little fanfare but a big purpose to support women and local manufacturing.

Building Brands That Serve Women at Every Stage

The founders designed products tailored to women’s evolving health needs. Their range includes supplements focusing on pregnancy, skin health, menopause support and general wellness. These products are formulated by a manufacturing pharmacist and marketed with mindfulness toward convenience and value. AnaStellar’s philosophy is anchored in supporting women through every stage of their journey.

Values Rooted in Local Manufacturing and Job Creation

AnaStellar embraces “Support HER. Support LOCAL.” ethos. All products are proudly manufactured and packaged in South Africa, with a workforce of 110 team members, 80 percent of whom are women supporting three to five dependants each. The business supports over 350 people across its supply chain. That social mission remains central to its identity.

Facing Skepticism and Choosing Persistence

When they launched, many questioned how a small female‑led venture could compete with multinational pharmaceutical firms during a recession. Critics said they would not survive. Instead, the founders leaned into their vision and persisted. Their decision to stay and build locally, despite resistance, became a defining turning point.

Growing Methodically Without Manufacturing Facilities

AnaStellar does not own its manufacturing equipment. Instead it focuses on formulation, branding and sales, contracting third-party manufacturers in South Africa. That strategy allowed them to launch quickly, reduce capital intensity and stay nimble, while maintaining product standards and compliance.

Strategic Marketing Through Medical Representation and Affiliate Programs

The founders understood early the importance of a targeted and efficient marketing approach. Rather than spending on mass media, AnaStellar built a medical sales force to engage directly with doctors and pharmacists, generating trust and product awareness. They also launched an affiliate program allowing individuals to earn commissions by promoting the brand through social networks, without upfront costs or holding stock.

Securing Distribution Partnerships with Major Retailers

A key milestone occurred when AnaStellar secured listings with major South African retail chains, including Netcare, Pick n Pay, Clicks, Alpha Pharm, RingPharm and Dischem. These partnerships elevated the brand’s reach and reinforced its credibility in a crowded marketplace.

Achieving Recognition and Trust

In 2018 the founders featured in Entrepreneur Magazine SA’s Top 50 lists for Business Women and Small Businesses to Watch. Their inclusion stemmed from the rapid growth of AnaStellar in a heavily regulated industry. That external validation affirmed their strategy of combining credibility with relevance for women’s health.

Keeping Purpose at Core While Scaling

AnaStellar’s business has expanded carefully, new products are launched only after rigorous formulation and regulatory steps. The founders continue to emphasize local empowerment, manufacturing in South Africa, and employment opportunities for women. Growth never came at the expense of the brand mission.

Actionable Insights for Entrepreneurs

• Partner before owning: AnaStellar avoided heavy machinery investment by outsourcing manufacturing, allowing focus on product and market growth.
• Build a sales force, not a billboard: They prioritized medical reps to secure professional trust before expensive advertising campaigns.
• Empower through purpose: A strong social mission, job creation, women empowerment, enhanced their brand story and consumer loyalty.
• Use affiliate marketing: Their risk‑free affiliate program drove word‑of‑mouth and expanded reach without upfront cost.
• Scale with integrity: Each launch and retail partnership was deliberate, ensuring quality and alignment with brand values.
• Seek recognition: Lists and features like Entrepreneur Magazine lent validation and broader visibility to their work.

Why AnaStellar Inspires

AnaStellar Brands offers a powerful example of how vision, values and strategic discipline build a business that stands apart in the FMCG, cosmetics and pharmaceutical sectors. Anastasia and Michelle turned an MBA idea into a proudly South African company that empowers women, both employees and customers. By focusing on formulation expertise, lean operations and authentic marketing, they crafted a brand that grows sustainably while honoring its mission.