Keeping Confidence Cool: The Story of Kool Crew and Its Founder, Mapula Ramothwala

Keeping Confidence Cool: The Story of Kool Crew and Its Founder, Mapula Ramothwala. When Mapula Ramothwala could not find a safe, effective deodorant for her preteen son, she turned that problem into a business. Her journey with Kool Crew (formerly Kiddo Kool) began with empathy and research and grew into a brand trusted by parents across South Africa. Mapula’s story reveals how purpose, persistence, and clear positioning can build a brand children and parents, can rely on.

Spotting a Problem That Found Its Solution

In 2018 Mapula noticed her soccer-playing eight-year-old son was developing strong body odour. As many parents, she tested homemade remedies and store brands, but none addressed children’s sensitive skin or feelings of embarrassment. Determined to help him and other children, Mapula used her agricultural science background and enlisted a chemist friend to develop a gentle, safe deodorant for kids aged seven to thirteen.

She named the product Kiddo Cool, later rebranded to Kool Crew, to position kids as cool, confident, and empowered.

Building Brand Trust Through Safe, Scientific Design

Mapula prioritized safety in her formula, avoiding harsh chemicals, baking soda that stings, or fragrances that irritate young skin. Instead, she co‑created a mild roll‑on product with a pH‑balanced base ideal for childhood skin. Reviews from parents highlighted how the deodorant did not stain clothes and boosted confidence in everyday situations.

Kool Crew quickly positioned itself as a reliable, ethical brand in a space where little existed for young users.

Turning Points That Created Momentum

• Launching Kiddo Cool in 2019 after months of self‑funded R&D and validation via trials with trusted families.
• Rebranding to Kool Crew with expanded product exposure and appeal, as the brand grew in national awareness.
• Media coverage in BusinessLIVE and TimesLive on how she filled a gap in children’s hygiene products, bringing her story to a broader audience.
• Selection for the MIKTA initiative, signaling global recognition and opening doors to international markets.

These milestones provided validation and expanded visibility, helping the brand scale beyond Mapula’s immediate network.

Overcoming Hurdles with Strategy and Humility

Navigating formulation, manufacturing, and retail with limited capital required creativity. Mapula initially self-funded production, testing small batches with community mothers before investing more. She later brought on a small investor to support scaling while retaining control of brand direction.

Moreover, she managed customer expectations by focusing on core product quality before branching into new forms, such as body sprays or foot powders. This lean focus allowed sustainable growth without diluting values.

Innovation Through Purpose, Not Flash

Kool Crew stands out for being one of few brands targeting preteen hygiene needs. Rather than chase adult personal care trends, Mapula pioneered a niche category: deodorants made by parents, for kids. Innovation meant simplifying features, gentle, effective, age‑friendly, not adding gimmicks.

She also maintained direct relationships with customers, encouraging reviews and feedback. Parents have commented that their child now feels confident at school pick‑up or play, showing the emotional value behind the product.

Actionable Takeaways for Entrepreneurs

• Solve a real problem from experience. Mapula’s personal concern drove product relevance and authenticity.
• Start small and validate. Early trials kept risk low and ensured adoption before investment.
• Design for safety and clarity. Parents respond to products built with purpose, especially for children.
• Build your story. Media features and name change to Kool Crew helped expand reach and build trust.
• Pivot with purpose. Rebranding, product expansion, and minimal external investment preserved control and mission alignment.
• Stay purposeful in innovation. Developing products that align with core values builds brand loyalty.
• Think globally, act locally. MIKTA recognition shows that local solutions can scale across borders.

The Next Chapter for Kool Crew

Today, Kool Crew offers safe deodorants and toiletries for children aged six to twelve. Mapula is working on cleansing ranges, foot powders, and expansion into schools and retail distribution. Her intent is clear: continue empowering kids to stay confident and smell fresh, without compromises.

Beyond product growth, Mapula hopes to educate parents on children’s hygiene and normalize conversations around body confidence. By doing so, she ensures the brand remains impactful and trusted.

Refreshing Business with Purpose

The story of Kool Crew shows that solving a simple daily challenge with empathy and courage can build a brand parents trust and kids enjoy. Mapula’s journey reflects how real needs, scientific care, and focused execution can grow from scratch into a recognizable, values-driven enterprise.