A natural skin care brand inspired by its founder's pregnancy is looking to scale up as its local products gain popularity in retail and hospitality.
Momcareco is a South African cosmetics brand that offers natural skin care solutions. Initially aimed at health-conscious moms seeking gentle, chemical-free products, the brand is now expanding its audience.
Founder Sibongile Swakamisa said the idea for the business came about during the Covid lockdown, when she had time to research skin care while being pregnant and experiencing breakouts.
“What is the safest natural way for a pregnant person to deal with acne and hyperpigmentation and other skin conditions?” This is the question that Swakamisa has answered.
She started looking for safe, pregnancy-friendly solutions, but found that the big cosmetics brands didn't offer what she was looking for, leading her to question why.
Through her research, Swakamisa discovered that many products contained chemicals she considered unnecessary and potentially harmful, leading her to seek natural alternatives.
“I started researching the best options, mixing (ingredients) at home and sharing them online,” he said. “That's when people started showing interest.”
Before developing his own products, he completed two online formulation courses during the lockdown, covering ingredient knowledge, formulation techniques and product sustainability.
They later approached the Small Enterprise Development and Finance Agency for assistance. The agency required that its products undergo testing and meet compliance standards before going to market, and funded testing of its first five products.
MomCareCo's products address concerns like acne and hyperpigmentation, while also appealing to those who want to switch to a natural skin care regimen.
The brand offers three main lines: an activated charcoal range for breakouts, a turmeric range for natural skin brightening and reducing acne scars, and a new Moringa collection that supports the skin barrier and is enriched with vitamins A, C, D and E.
“Off-the-shelf products take a little (more time) that can be (prepared) to work faster,” Swakamisa said, “but our focus is on natural, carefully selected ingredients.”
Source in Africa
Most of the ingredients are sourced in South Africa, supporting local suppliers, while African black soap and shea butter are sourced from Ghana.
MomcareCo currently operates out of a converted garage, where Swakamisa works with a full-time assistant and a third team member who handles other aspects of the business.
Sales occur primarily through the brand's own stores as well as online through platforms such as Proudly South African and Takealot.
The company is also considering retail expansion into markets and expos, which Swakamisa says is especially valuable for brand exposure and connecting directly with customers.
Although production remains small-scale, she plans to expand as demand increases.
“We've seen a massive shift in what consumers want. Everyone has become much more health conscious,” she said, noting the widespread move away from chemically intensive products toward natural skin care.
In addition to its core market, Momcareco is also targeting younger consumers, including teens, with gentle products designed to boost confidence without harsh ingredients.
The brand has attracted the interest of hotels and luxury safari lodges that want to offer its products to provide guests with a more authentic African experience. MomcareCo is preparing to finalize its first deal with a hotel chain with its Moringa and Shea butter range at the center of this expansion.
Despite the opportunities for expansion, Swakamisa highlighted several barriers to entrants into the skin care market. He said the biggest challenge is to build consumer trust given the dominance of established brands.
Cost was another barrier, with testing, labeling and compliance processes taking months, while increasing competition in the natural skin care sector added further pressure.
Looking ahead, Swakamisa aims to grow through stand-alone stores and exports, targeting markets where ingredients such as African black soap and moringa are not produced locally.
The company is complying with Cosmetic Export Council of South Africa regulations and aims to enter at least four international markets in the next five years, including Egypt, the US and Dubai.