In the ever-evolving world of beauty, it takes a visionary to identify a gap in the market and turn it into an opportunity. Mathebe Molise is one such visionary. As the founder of Beauty on TApp and Pastry Skincare, she is not only redefining beauty retail in South Africa but also proving that homegrown brands can thrive in an industry often dominated by international players. In a recent conversation on my podcast, Connect South, Mathebe shared the lessons, challenges, and triumphs of her entrepreneurial journey.

Finding the Gap: Beauty for a Market That Matters

Mathebe’s journey into the beauty space wasn’t purely passion-driven—it was problem-solving at its core. She saw a massive consumer base of Black women, the highest spenders in the beauty industry, yet significantly underserved by mainstream brands. Instead of waiting for existing brands to step up, she built one herself.

It all started in 2015 with a simple idea: an app to help people find beauty services in their area. But as customer needs evolved, so did the business. Users began requesting beauty products, and before long, the platform expanded into e-commerce, giving birth to Beauty on TApp as we know it today.

Corporate to Creative: Banking on Business Smarts

Unlike the typical beauty founder narrative, Mathebe comes from a financial background. As a chartered accountant and former investment banker, she didn’t just bring creativity into her business—she brought structure, strategy, and discipline. Her financial expertise allowed her to scale Beauty on TApp sustainably, ensuring that growth was backed by sound financial planning.

“The skills I learned in banking—understanding financial metrics, managing risk, and implementing solid processes—are things that have been critical to running a business,” she shared.

The Pivots That Made Beauty on TApp a Success

Starting with a mobile app seemed like a smart move, but monetization proved challenging. Recognizing this early on, Mathebe pivoted to an e-commerce model, launching a platform that brought beauty products directly to consumers. The shift worked, turning Beauty on TApp into a go-to online destination for skincare and cosmetics.

But Mathebe wasn’t done yet. In 2021, she took another bold step, launching Pastry Skincare—her own line of skincare products designed with African consumers in mind. What started as a niche product offering quickly gained traction, proving that her ability to listen to customer needs was one of her biggest strengths.

Betting on Brick-and-Mortar: Taking Beauty Offline

Many would argue that the future of retail is online, but Mathebe saw things differently. She believed that South African consumers still valued in-person shopping experiences—especially for beauty products. Despite the risks and costs associated with opening a physical store, she took the leap and launched Beauty on TApp’s first retail location at Mall of Africa.

“It was a huge risk, but the market was missing a store where people could shop niche and well-known beauty brands while receiving expert advice in a premium yet accessible setting,” she explained.

The bet paid off. The store performed well in its first few months, proving that a hybrid online-and-offline strategy was the way forward.

Challenges, Setbacks, and Lessons

Like any entrepreneur, Mathebe has faced her fair share of challenges. From losing her co-founder early on to dealing with brands that left the platform due to initial low sales, she has had to navigate difficult moments. More recently, factors like high shipping costs, load shedding, and the complexities of running both an e-commerce and brick-and-mortar business have tested her resilience.