What began as a mother’s attempt to find better skincare products for her family has grown into an award winning South African beauty business with ambitions stretching across the continent.
Eighteen years ago, Tanya du Bois was not looking to build a cosmetics company. She was trying to solve a deeply personal problem after her son was diagnosed with autism.
His paediatric neurologist advised the family to reduce unnecessary toxins in their home and personal care products. But when du Bois began searching for natural alternatives that were effective, affordable and readily available in South Africa, she found few options that met her expectations.
This prompted her to begin experimenting in her kitchen.
“I was stuck. There were no products on the shelf that could help my son, only potentially harm him, so I had to take things into my own hands,” du Bois said.
Without a background in cosmetic science, she began researching ingredients and experimenting with small batches of body lotions, washes and butters. Her starting point was a 1960s natural home remedies book passed down to her by her grandmother.
She read, mixed, tested, adjusted and recorded her results, initially with no ambition beyond creating products she was comfortable using on her own family.
That changed as other people began taking notice.
Friends started asking her to make products for them, followed by customers she did not know personally. Crucially, those customers came back and placed repeat orders.
“There was not one dramatic moment when I suddenly knew it would become a fully fledged business. It happened gradually,” du Bois said.
“That repeat demand was important. It showed me that I was not only solving my family’s problem.”
The evolution became even more tangible when Naturals Beauty secured shelf space with established retailers including Faithful to Nature and Wellness Warehouse.
“Seeing Naturals Beauty stocked by established retailers such as Faithful to Nature and Wellness Warehouse was another significant turning point. A product that began in my kitchen was now sitting on a retail shelf beside established local and international brands,” she added.
Turning a homemade solution into a professional business
Scaling the business presented an entirely different set of challenges.
Du Bois quickly discovered that a formulation that worked in a kitchen sized batch could behave very differently when manufactured at scale.
Stability, preservation, ingredient compatibility, packaging and repeatability all became increasingly important.
Finding the right cosmetic chemist proved particularly difficult. Du Bois said that she spent almost a year searching for someone who understood the values behind Naturals Beauty while also being able to help turn the formulations into safe, stable, compliant and commercially viable products.
“There were formulations that did not work as expected, packaging choices that were not right and products that took far longer to develop than I had anticipated,” says du Bois.
“At times, I tried to do too much myself because I was so protective of the brand. Eventually I realised that moving forward did not mean giving up control of the vision. It meant finding specialists who respected the vision and could strengthen it.”
“I had to learn that ‘natural’ and ‘effective’ should not be treated as opposites, and that modern cosmetic science can help us use botanical ingredients more responsibly and effectively,” she said.
Growing with the family
Interestingly, Naturals Beauty continued to evolve alongside du Bois’ own family.
When her daughter was born, she developed a baby range. As her son became a teenager, she developed teenage skincare products. When her mother and sister began looking for more active skincare, another opportunity emerged through the development of the company’s serum range.
Today, Naturals Beauty has grown into a South African business manufacturing skincare, body care, hair care and family ranges, with more than 50 products.
Du Bois repeatedly reinvested money generated by Naturals Beauty back into the business, including a significant investment to move one of its ranges from plastic to glass packaging.
The financial reality of building a product business meant making difficult decisions about where money should go.
“For many years, almost every amount the business earned went straight back into the business,” du Bois said.
“There were numerous occasions when I had to decide whether to pay myself or invest in stock, packaging, a new formulation or an opportunity to enter another retail channel. More often than not, I chose the business,” she added.
That approach has also taught her an important lesson about growth.
“A large order or new product can look exciting, but if the margins, payment terms or upfront costs are wrong, growth can place enormous pressure on cash flow,” she added.
Self funding may have slowed the company's growth, but du Bois believes it has also created discipline.
“I look carefully at costs, margins, minimum quantities and whether an investment will genuinely strengthen the business,” she said.
“It has taught me to grow in stages, protect cash flow and reinvest with a clear purpose.”
From personal purpose to business opportunity
Du Bois’ journey received national recognition after she was named the 2026 Nedbank Business Ignite winner under the theme “My Pain. My Purpose. My Solution.”
The competition was run by Nedbank in partnership with Radio 702 and CapeTalk, with more than 740 entrepreneurs entering.
Du Bois was selected as the CapeTalk winner, with the prize including a R200 000 cash injection, mentorship, national exposure and support through Nedbank's SimplyBiz platform.
The recognition has particular significance because the theme mirrors the origins of Naturals Beauty.
“Winning this competition is deeply meaningful because the theme describes the Naturals Beauty journey so closely,” du Bois said.
Du Bois does not see the award as the end of the Naturals Beauty story.
Her ambition is to establish the company as one of Africa’s trusted family skincare brands, while expanding its manufacturing capacity, national retail representation and presence in African markets.
For other entrepreneurs, particularly those who find themselves wrestling with a personal problem, du Bois believes the starting point may be closer than they think.
“Pay close attention to it. Ask whether other people are experiencing the same frustration and whether your solution could make their lives easier. You do not need to have every answer before you start. Begin with the problem you understand deeply. Test your solution, listen carefully to the people you are trying to help and be prepared for it to evolve,” du Bois said.
ashley.lechman@nationalmg.co.za