Maseru
Culminating in her products reaching international markets, Mat’sepo Sello, Founder and CEO of Lehakoe Cosmetics, has been making remarkable strides in the cosmetics industry.
Established in 2020, Lehakoe Cosmetics has quickly gained recognition, with Sello recently winning a $5000 Entrepreneurship Grant from Diamonds Do Good in Geneva, Switzerland.
The award ceremony on July 17 saw Sello competing with two other candidates from Lesotho and participants from countries such as South Africa, Namibia, Tanzania, Sierra Leone, Canada, Botswana, and India. This victory underscores the rapid growth and impact of her company on a global scale.
This success follows on the heels of cosmetic line’s participation in the ImpactHER acceleration program based in New York, representing Lesotho. This program provided Sello with an opportunity to attend the Intra Africa Trade Fair in Egypt, where she showcased her products, networked, and explored new markets.
“We met investors and sponsors, and I secured markets in Egypt, Kenya, Botswana, and Canada,” she said adding that this exposure was crucial in positioning Lehakoe Cosmetics as a competitive brand on the international stage.
The four-year-old company is set to open a new firm in Tanzania, creating over 200 jobs. This expansion is facilitated by ARISE, a grouping of countries that, unfortunately, does not include Lesotho.
Consequently, Lehakoe Cosmetics is unable to establish a manufacturing plant in its home country, “The firm could have addressed our country’s employment challenges and stimulated its economy, but Lesotho’s non-membership in ARISE forced us to seek a market in Tanzania,” Sello explained while noting the company’s commitment to growth and overcoming regulatory hurdles to achieve success.
Sello’s inspiration to start her cosmetics business stemmed from her personal struggles with skin allergies and the ineffectiveness of available products. Her research led her to the healing properties of Aloe Vera, motivating her to create products that help others with similar skin conditions.
Lehakoe Cosmetics now features two product lines, one for skincare and another for hair care, both using herbal extracts as primary ingredients. This focus on natural ingredients reflects a growing consumer demand for sustainable and health-conscious beauty products.
“My passion for business has driven my entrepreneurial journey. I’ve loved it from an early age and have taken short-term courses in project management, entrepreneurship skills, and acceleration programs,” Sello shared.
This dedication to continuous learning and improvement has been a cornerstone of her success, she emphasizes that education and skill development are crucial for any entrepreneur looking to make a significant impact in their industry.
However, the journey has not been without challenges. The founder faced initial capital constraints and had to penetrate an already established market as a new brand. “I determined my target market in Lesotho by conducting one-on-one interviews to gauge individual preferences,” she said. This hands-on approach allowed her to tailor her products to meet the specific needs of her customers, ensuring a loyal customer base.
Operating from Lesotho poses additional challenges due to the lack of local suppliers, forcing her to source materials from neighbouring South Africa. “We buy from limited suppliers in South Africa, which means different cosmetic companies in Lesotho often have similar packaging and labelling materials,” she noted. This limitation underscores the need for greater infrastructure and supplier diversity within Lesotho to support local businesses.
Despite these obstacles, Sello advocates for inclusive business environments that feature women from local communities. Addressing environmental concerns, Lehakoe Cosmetics sources materials from sustainable and ethical suppliers and uses water-efficient manufacturing processes.
This commitment to sustainability not only sets the company apart but also aligns with global trends towards eco-friendly business practices.
The company has received support from various acceleration programs, BEDCO, and export readiness training from ImpactHER and United People Global.
“These programs have been instrumental in fine-tuning my skills and running a successful business,” she expressed with gratitude, the mentorship and training provided by these organizations have equipped her with the knowledge and confidence to navigate the complexities of international business.
