Liz Letsoalo

What does your company do?

Masodi is a clinical skin & hair care brand delivering evidence-backed results for targeted skin and hair concerns such as hair-loss, hair breakage, hyperpigmentation and blemishes. Our products use nature's finest ingredients as well as world class, science-backed and trademarked actives to create products that tackle skin and hair care issues from the root. Rooted in a culture of experimentation, creativity and the boldness to innovate, Masodi offers a range of products that might be considered unusual or with a weird twist, which is what makes the products effective and unique. These products are designed to cater to diverse skin/hair types and concerns, embracing authenticity inclusivity and self-care as the foundation of beauty.

What is your biggest success?

1. Starting the brand from my kitchen and seeing it expand into 6 + countries [SA, Botswana, Namibia, Angola, Zambia, Swaziland] 2. Listing the brand through major retailers such as Clicks, Superbalist, Takealot, Wellness Warehouse, PnP (previously) and others 3. Growing revenues by more than double each year since our launch in 2018 to date 4. Growing our digital community to 200 000+ members across various platforms that enable us to market directly to them 5. Winning an Award for Takealot Best Boutique Brand in 2024 6. Expanding our manufacturing facility and warehouse, and growing the team

What has been your biggest hurdle?

1. Financing some of our new projects in innovative skin and hair care offerings due to the capex required to launch 2. Getting the right team with the right skills required for our business while keeping human capital costs sustainable 3. Finding the right manufacturing equipment suppliers and maintenance service providers locally 4. While we've accessed a good part of the market, we had some challenges getting into 2 other spaces that would lead to meaningful growth such as Dischem and Woolies.