Beautician meets clients at her digital shopfronts

2016-03-29 10:27
Through the power of social media Noxolo Zondi has managed to market herself as a make-up artist and grow her business.

Through the power of social media Noxolo Zondi has managed to market herself as a make-up artist and grow her business. (Supplied)

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Pietermaritzburg - From humble beginnings a 24-year-old KwaZulu-Natal woman has built her small business as a makeup artist by harnessing the power of social media.

A report by market research company Lucintel predicts the global beauty market will reach $265 billion, which is well over R4 trillion, by next year, with a lot of this growth based on sales to middle-class consumers in developing markets like South Africa.

The report, Global Beauty Care Products 2016-2017, notes the main challenge manufacturers face is to provide quality products at low cost.

Watching these international trends, Noxolo Zondi of Durban believed she could meet this challenge by travelling to her clients to make them up beautifully for special occasions.

Since August last year, Zondi has managed to tap into the local market.

She believes she offers her clients more convenience by travelling across the province to provide her services.

Initially, she says, she was forced to buy expensive products and charge high fees. But as her network grew, she was able to source quality products at better prices.

“It’s more important to sustain a small client base than to provide a service to many at high prices,” she said.

To date, Zondi’s client base has grown almost solely through creative use of social networks.

She said she gets over 90% of her business through Instagram and Twitter, with over 5 000 and 4 000 followers on each platform respectively.

“I post new pictures of makeup I did, as well as fashion and makeup tips to my followers. Through this I have seen an increase in the followers I have,” she said.

It took almost a decade of hard slog to become the overnight success she is now. At the age of 15, Zondi took on work as a waitress to help her mother, who was a cleaner, put her younger brother through school. In 2011 she had to drop out of her second year of studying a course in media due to lack of finance. While working at a retail store, she began admiring the way an artist did makeup for clients, and then decided try it out.

“For me it is important to try to do everything with passion. I travel to my clients, which very few makeup artists do. I always try to give a good service and maintain quality,” she said.

Covering the whole of KZN, Zondi sees at least 20 new appointments per month emanating from social networks and gets a new “email appointment” every day. She caters for clients who require makeovers for weddings, graduations, matric dances, or even just special dates.

Read more on:    pietermaritzbrug  |  beauty  |  make-up

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