Sthembile T Mshengu

What does your company do?

Yona Brands is a proudly South African company specializing in the formulation, manufacturing, and distribution of high-quality natural skincare, haircare, toiletries, and detergents. Founded by Miss Sthembile Thobeka Mshengu, a Cosmetic Chemist and Aesthetician, the company is built on innovation, sustainability, and ethical practices. Our products have been tested and approved by SANAS Laboratories and the South African Bureau of Standards (SABS) to ensure top-tier quality and safety.

What is your biggest success?

Our biggest success has been establishing ourselves as a trusted manufacturer of natural skincare, haircare, toiletries, and detergents, supplying salons, BnBs, restaurants, and daycare centers across KwaZulu-Natal and Gauteng. Our products are SANAS and SABS tested, ensuring premium quality. We’ve also built strong retail partnerships and gained recognition through radio features on uKhozi FM and Vuma FM. Additionally, our Sip & Formulate workshops have empowered many to create their own beauty and hygiene products, further solidifying our impact. A major milestone was the approval of our micellar water by SABS, leading to bulk orders and increased brand credibility. Our commitment to innovation (R25,000 annual investment) and sustainability keeps us ahead. Yona Brands continues to grow, expanding into schools and educational programs to promote hygiene and self-care among children.

What has been your biggest hurdle?

One of Yona Brands’ biggest hurdles has been breaking into large retail chains and competing with well-established brands in the market. Despite having quality, SABS-approved products, gaining shelf space in major stores has required extensive networking, persistence, and financial investment. Another challenge has been scaling production while maintaining our commitment to sustainability and affordability. As a growing business, balancing raw material costs, packaging expenses, and pricing to remain competitive has been an ongoing struggle. Additionally, educating consumers about the benefits of natural skincare, haircare, and eco-friendly cleaning products has required continuous marketing and awareness campaigns. However, through radio features, workshops, and direct sales, we’ve been able to build trust and expand our customer base. Despite these challenges, Yona Brands remains committed to innovation and growth, ensuring that our products reach more customers and businesses across South Africa.