Afri-berry is a proudly South African brand that was developed with the intention of honoring African ancestry and the Mother Continent’s natural wealth. They seek to provide you with high-quality, effective natural skin care and hair products sourced from the soil of Africa. In order to provide cutting edge products for hair and skin beauty and health from organically derived ingredients, Afri-berry sources the best ingredients from all across Africa and conducts ongoing research to stay current with discoveries in the ethno botanical field. I came across Afri-Berry products at Checkers, Menlyn; I was completed sold on the packaging, it’s natural and unprocessed offering. I have been using their Jamaican black castor oil and coconut oil all winter, I must admit I have become a fan and this propelled my need to find out more about the brand.
Lishe took an opportunity to speak with the trailblazing and motivational Relebohile Moeng, Director of Afri-Berry. (Interview Below)
- Tell us a bit about how Afri-Berry came to and what set Afri-berry apart?
After an accident left me with over a 150 stitches on my face, I looked for more affordable solutions to cure her scars and it was cold pressed argan oil that yielded results. Following my retrenchment from work, I decided to do some research organic into skin and hair products, this led to the launch of Afri-Berry.
Our research revealed that organic and cold pressed products had grown in popularity particularly in the first world countries. Where once a customer would have to go to a specialty shop to purchase organic products, we were determined as a brand to make Afri-Berry products available at the local supermarket and we achieved that.
We had insight and foresight as a brand that with the growth of the middle class and increased spending power across many socioeconomic groups in Southern Africa, a demand for affordable but reliable quality skin care exists to fulfill the requirements of the different ethnic groups and to meet the demand for natural ingredients.
2. COVID -19 affected the hair care market, what can you say inspired you to keep calm in the midst of the storm?
Every Crisis presents an opportunity, it was during Covid-19 that we were enlisted at Clicks as a supplier.
3. What does it mean as a black owned business to operate in an industry that is highly competitive, with a large number of global players
Being a new player in the beauty sector developing our business idea/model in such a compelling way that it is attractive to Retail was our first major challenge and because the beauty industry has such high barriers to entry, our second major challenge was gaining market share amidst international cosmetic brands.
With a scholastic theory knowledge that when you start a business you have to keep overheads down, initially as a business we built 80% our team around intern graduates fresh from school with school with no work experience. This was the most trying time of the business because you may have great employees but if they can’t act as a team, they are worthless and will yield nothing but stagnation. A football team may have great skillful players but if they fail to play as a team, their possessed skill is useless. We underestimated the value of hiring experienced employees.
4. What goes into the creation of your products and what has been your innovation?
Our products are 100% organic, we currently have a patent in our Jamaican Black Castor Oil which contains cow placenta extract which is the equivalent of minoxidil. In 2021/2022 we have come up with 3 new products being, Mango Shea Butter, Hemp Seed Oil and Hemp Oil.
5. What have been some of your success stories?
We have to date put through 60 unemployment graduates through our internship programme.
We are listed in Clicks, Pick n Pay and Checkers stores country wide.
We have achieved the following awards:
AFRI-BERRY AWARDS
-2020-
Ragamuffin
Winner
Best Innovative Brand
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AFRI-BERRY AWARDS
-2018-
AHA
Winner
Hair & Beauty Entrepreneur of the Year
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-2018-
AHA
Winner
Best Natural Product
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-2016-
Pure Beauty Awards
Finalist
Green Award
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-2016-
Acquisition International
Winner
‘Africa’s Most Innovative’
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-2015-
African Corporate Excellence Awards
Winner
Best Hair & Beauty – Africa
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-2014-
-2015-
-2016-
City of Ekurhuleni
Winner
Best Empowerment Partner on Youth Empowerment
