4 minute read
Masodi Organics: Building a global beauty and wellness brand from inside out
by Media Xpose
Liz Letsoalo
Founder Masodi Organics
Masodi Organics:
Building a global beauty and wellness brand from inside out
With audacity on the one hand and profound faith on the other, Masodi Organics was started in 2018 out of a small kitchen in Johannesburg. What began as a brand which aimed to shift socio-political narratives as well as the quality of cosmetic offerings within the beauty space, has evolved profoundly over the three-and-half years of its existence to what is feeling almost like a human: vulnerable, constantly growing and with a strong sense of self.
Masodi Organics was founded by Liz Letsoalo, an engineer with experience in both strategy and operations. She chose to name the brand after the most impactful woman in her life, her mother, to honour her and all the women who have shaped society through their unique essence, work and honest expressions of who they are in the world.
The brand considers itself to be in the business of revolutionising beauty and has decided to particularly place the black woman at the forefront of its imagery, despite serving all racial and gender groups. "This is part of an effort not only to restore the dignity but to also elevate this group of people who have been undermined and under-served for years," explains Letsoalo.
The brand boasts three ranges today: hair care, skin care and wellness, which can be found in major retailers across South Africa, Botswana, Namibia, Angola, the UAE and counting. From luxury products such as bath salts and hand cream, to practical products such as hair wash and treatment products, there’s something for everyone, whatever gender or race. The products are free from sulphates, parabens and mineral oils which makes Masodi among the brave brands willing to prioritise the wellness of their consumers by investing in good ingredients.
At the core of Masodi Organics’ product-centric purpose are three values: 1. To curate high quality, thoughtfully made and inclusive beauty and wellness products that break walls across people’s shared beauty and wellness experience; 2. To curate and communicate realistic beauty standards that embrace and celebrate all forms of beauty, evolve and advance global culture as well as influence consumption patterns of consumer goods; and 3. To leverage the power of ingredients from both nature and science to offer effective products that address beauty and wellness needs.
Whether by design or by default, Masodi Organics is in part a reflection of its founder’s aspirations for the world. Liz Letsoalo is passionate about achieving an equitable world through the work she does and considers herself a politician at her core.
At the inception of Masodi Organics, part of her political voice and energy was woven into brand Masodi with the intention of expanding beauty, how it’s perceived and how it can be a tool for the advancement of humanity. She has delivered a TEDx Talk on the politics of power, something that directly connects her passion for a just and pleasant world with her work at Masodi Organics.
As an organisation, Masodi Organics considers itself a societal entity that carries a duty to serve and participate in the sustainable development of communities and the world. It approaches this duty and the complexities of the world through a three-tiered mission. 1. Product-centric mission: Masodi Organics is working towards innovative beauty solutions that will see it delivering effective products optimised for each individual’s needs. These products are aimed at creating a new culture of boundless and agile beauty, with products that are made with incredible specificity; an important way of saying to the consumer: We see you. 2. Societal mission: Part of the purpose of business is to advance society and solve meaningful problems. The organisation that is Masodi Organics sees itself as a vessel through which it can tackle socio-economic issues, among others, as well as influence the evolution and development of sectors that are aligned to what it does, such as the entertainment and arts industries. 3. Organisational mission: Masodi Organics is on a journey to build a sustainable and thoughtful organisation that will create opportunities for people so they can create change in their own communities, self-actualise and reach their highest potential through meaningful work. The organisation directly employs 15 people, all of which are youth and 99% of which are black women and women of colour.
"This is important, particularly because it’s an in-your-face demonstration that black women can build, grow and sustain. That we can lead brands, organisations and ultimately sectors. That when there’s no one to get in our way, we move with ease, excellence and an honest sense of purpose," says Letsoalo.
Walk the journey with us, visit www.masodiorganics.com ■
