UNDER 30: Beauty And The Biz- “My Vision Was To Establish A Brand From South Africa, For South Africa”

Published 1 month ago
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The milestone speaks for itself: it’s the 10th anniversary of FORBES AFRICA’S 30 under 30 list, and just like the honorees who have come before them, the class of 2024 too are driven by impact. Profits aside, it’s about achieving success with innovation, influence and individuality. They aren’t looking to fill big shoes but rather lace up their own and forge ahead with giant strides, leading by example and leaving an indelible path for the changemakers to come.

Words and Curation: Chanel Retief
Additional research and reporting: Nicole Pillay With inputs from: Oluwatomisin Amokeoja
Art Direction and Layout: Lucy Nkosi | Photography: Katlego Mokubyane | Photography Assistant: Sbusiso Sigidi | Studio: NewKatz Studio, Johannesburg | Styling: Deneal Van Wyk | Outfits supplied by: B Mashilo Designs, DFLO, Franc Elis, Ephymol and Preview Accessories | Hair & Makeup: SnehhOnline Beauty

The Covid-19 lockdown frustrated many businesses.


Ann-Kathrin Joos, however, channeled her energy into tackling the lack of a ordable, inclusive and accessible makeup and skin care products in the South African market.In peak winter, with only R3,000 ($160) and the comfort of her kitchen at home, Joos founded Standard Beauty.

“I observed South African consumers’ preference for overseas brands, and sought to change this narrative, leveraging the country’s unique natural resources and addressing its unemployment crisis,” Joos says.

“My vision was to establish a brand ‘from South Africa, for South Africa’, prioritizing economic and social impact. I aimed to ensure that customer spending circulates within the local economy while also creating employment opportunities for women and supporting local suppliers to bolster various sectors.

”Fast forward to now and Standard Beauty has generated millions of rands in sales yearly and has grown into one of South Africa’s most spoken-about skincare brands.


“My journey embodies the spirit of youthful female entrepreneurship, resilience, and impact, and I’m proud to be a frontrunner in shaping the future of our industry,” Joos says. “With all my ambitions, I have this profound desire to create more employment opportunities for women across South Africa.”