The face behind Swiitchbeauty

“IN PURSUIT of fulfilling any dream or passion you have to start (with a plan of execution),” says the founder and creative director of Swiitchbeauty, Rabia Ghoor.

At 14, Rabia Ghoor started her entrepreneurial journey by launching her online makeup and skincare beauty store, Swiitchbeauty.

Recently, Ghoor scooped the Forbes Young Achiever 2021 Award and was noted as one of South Africa’s leading women in business.

"When I started, I didn’t think that I would be nominated for any award, let alone a Forbes award," she told the Standard Bank Top Women Publication.

She explained that the award validated the fact that she was doing something worthwhile.

Ghoor admitted that getting into the business at a young age was incredibly daunting, as she is someone who has struggled with Imposter Syndrome for years.

What excites her about her job is that she gets to make makeup for a living, she said.

When she started, her vision for Swiitchbeauty was to be a tech-enabled, affordably-priced and transparent beauty brand.

"Today, Swiitchbeauty is an inclusive, affordable beauty brand that speaks to women, and not down on them," she was quoted as saying.

The brand continues to thrive, with an online community of more than 108 000 followers.

When South Africa implemented the hard lockdown in 2020, many businesses were left cashstrapped and had to move to a digital platform or shut down entirely.

Because Swiitchbeauty is already an E-commerce store, Ghoor said 2020 was their best year yet. They were more than ready to face the challenges of digital transformation, she said.

When it comes to building a successful beauty brand from the ground up, Ghoor shares three tips for budding business owners:

When your consumer speaks, don’t just hear – LISTEN. Shift your focus to creating valuable products with integrity instead of trying to cash in on the next trend or fad.

Social media is not a marketing tool – it’s a storytelling tool. Content is more to do with saying something than selling something.

At the age of 14, Ghoor took a stab at her entrepreneurial journey and started her makeup and skincare online beauty store, Swiitchbeauty.