Unlocking Growth in South Africa’s Cosmetic Sector — Maravion’s Support for Inclusive, Innovation-Driven Enterprises

South Africa is home to a vibrant, fast-evolving cosmetic industry that is deeply rooted in its biodiversity and rich cultural traditions. From natural haircare to botanical skincare, the sector holds immense potential to drive inclusive economic growth, particularly among women-owned micro-enterprises in both urban and rural areas. At Maravion, we work at the intersection of science, entrepreneurship, and development, enabling small businesses to evolve into thriving enterprises through targeted, practical support.

From Kitchen Formulas to Market-Ready Brands

Across the country, many cosmetic micro-enterprises begin with a personal journey — a remedy for a skin or hair condition, a family recipe, or traditional Indigenous Knowledge. These products often use natural, locally sourced ingredients like Marula, Rooibos, or Kalahari melon seed, and serve close-knit community markets. However, most face common barriers when trying to scale, including a short shelf life, lack of safety testing, regulatory hurdles, and limited access to branding or retail channels.

Maravion helps bridge these gaps by offering specialised advisory and technical support across the value chain. By professionalising products and building market credibility, we enable small producers to transition from informal micro-enterprises into structured, competitive businesses.

Building Value Chains from South African Biodiversity

We recognise that South Africa’s biodiversity is one of its greatest economic assets — not just for conservation, but for industrial innovation. The sustainable use of local plant-based ingredients in cosmetics offers an opportunity to create new value chains that are both ethical and export-ready.

Maravion supports enterprises to tap into this potential responsibly. For example, we conducted a feasibility study on the commercial production of Marula oil, covering:

• Efficient extraction and processing methods

• Skills development and workforce planning

• Infrastructure and capital cost estimates

• Techno-economic modelling to ensure global competitiveness

This type of groundwork is essential for building a local, quality-assured raw material supply that small businesses can access affordably and reliably.

Catalysing Economic Impact Through Small Business Growth

Our broader vision is to help cosmetic enterprises grow sustainably, creating jobs, expanding income opportunities, and increasing women’s participation in value-added manufacturing. With the right support, a one- or two-person operation can scale into a business employing 5 to 10 people, reaching turnover milestones of R5 million or more per year.

The multiplier effect is substantial: each successful enterprise contributes not only to local job creation but also to the formation of a robust cosmetic sector that can compete globally while staying rooted in African heritage.

At Maravion, we believe in unlocking potential where it matters most — in the hands of innovators, creators, and entrepreneurs building the future of African cosmetics. Through a blend of technical expertise, regulatory insight, and value chain development, we help turn grassroots ideas into market-ready businesses that are good for people, planet, and profit.