From Frustration to a Beauty Empire: The Real Lessons Behind Mathebe Ngwenya’s Beauty on TApp

From Frustration to a Beauty Empire: The Real Lessons Behind Mathebe Ngwenya’s Beauty on TApp. It all started with a simple problem. In 2015, while working as a chartered accountant and splitting her time between Johannesburg and Durban, Mathebe Ngwenya found it frustratingly difficult to book reliable beauty appointments. Finding a good makeup artist, hairstylist or skincare therapist often meant scrolling through Instagram or relying on word of mouth. It was inefficient, inconsistent, and stressful.

Rather than settle for inconvenience, she decided to build the solution herself. That decision gave rise to Beauty on TApp, a mobile platform designed to help people discover and book trusted beauty services around them. What began as a digital booking app soon grew into one of South Africa’s most exciting beauty tech companies.

Building on Strong Professional Foundations

Mathebe didn’t leap blindly into entrepreneurship. She had a solid decade-long career in finance, including roles in asset management and investment banking. That background gave her the financial literacy, risk management skills and business discipline needed to launch a company without losing focus.

She initially balanced her corporate job with running Beauty on TApp on the side. It was only when the business gained real traction and consistent revenue that she stepped away from her finance role. Her transition wasn’t driven by emotion but by evidence, proof that her idea was viable and scalable.

A Strategic Pivot: From Services to Products

As Beauty on TApp grew, Mathebe noticed something else: her users were not just looking for services. They were interested in high-quality, African-made skincare and beauty products. Spotting the opportunity, she pivoted the business into a full-fledged e-commerce platform that champions local brands.

This expansion proved to be a masterstroke. Not only did it fill a gap in the market, but it also gave homegrown beauty labels a curated, credible space to be discovered. One of these was her own brand, Pastry Skincare, launched during the COVID-19 pandemic to meet demand for natural, nourishing skincare products.

Offline Expansion: Bringing the Brand to Life

In 2023, Mathebe took another calculated step, she opened Beauty on TApp’s first physical store at Mall of Africa, followed shortly by a second outlet in Menlyn Park. These locations offered more than shelves of product, they created a tactile, immersive customer experience.

The brick-and-mortar move was driven by demand. Customers wanted to test, touch and talk about the products before buying. These stores also helped the brand cut through the noise of e-commerce and position itself as a serious player in South Africa’s beauty retail sector.

Marketing Rooted in Education and Honesty

One of the brand’s strongest assets is its focus on customer education. Instead of using fear-based or overly aspirational messaging, Beauty on TApp leans into honest, accessible skincare and beauty advice. Whether on the app, social media, or in-store, the brand takes time to explain product ingredients, usage and suitability.

This transparency has earned trust. In a market saturated with misleading beauty claims, Mathebe’s commitment to authenticity sets her apart and drives long-term loyalty.

Leveraging Networks and Corporate Experience

Mathebe’s corporate background didn’t just shape her business skills, it also helped her navigate partnerships. The ability to engage with landlords, suppliers and financial institutions gave her an edge when it came to opening stores and scaling operations. She credits her professional network and years in corporate finance with enabling some of Beauty on TApp’s biggest breakthroughs.

A Mission Grounded in Purpose

Beyond profit, Beauty on TApp is about representation, access and empowerment. The company supports local employment, promotes African beauty products, and helps small brands reach wider audiences. For Mathebe, it’s about building an ecosystem, not just a storefront.

In a country with high youth unemployment, especially among women, her brand offers more than beauty, it provides economic opportunity.

Lessons for Aspiring Entrepreneurs

There are a few standout lessons in Mathebe Ngwenya’s journey:

• Start with a real need. Beauty on TApp began because of a personal frustration. Solving your own problem can often lead to solving a bigger one for others.
• Use your experience wisely. Her background in finance gave her the confidence and capability to scale responsibly.
• Pivot when necessary. By moving from services to e-commerce and later into physical retail, she kept evolving based on what customers wanted.
• Grow at your own pace. Mathebe didn’t chase overnight success. She focused on sustainable growth, learning at every step.
• Keep it honest. Transparency in marketing and education built a loyal customer base.
• Let purpose lead. Empowering local brands and creating jobs adds deeper meaning to the business.

Conclusion: More Than a Beauty Brand

Beauty on TApp is not just a business, it’s a movement that redefines how African consumers discover and connect with beauty. Thanks to Mathebe Ngwenya’s vision, strategic thinking, and heartfelt purpose, the platform has grown into a thriving ecosystem that blends commerce, empowerment and culture.

Her story is a masterclass in what it takes to build a brand with longevity: listen closely, act smartly, and lead with intention.