Beauty on TApp is a South African beauty retailer founded by former investment banker Mathebe Molise. With a strong focus on customer education and efficient delivery, Beauty on TApp successfully pivoted to an eCommerce model in 2016 and has since grown from stocking five beauty brands to over 60 by 2022.  Two years after the launch of the eCommerce site, the team doubled down on their efforts, introducing a more user-friendly website and 25 additional brands. Amidst the 2020 pandemic, the company was strategically positioned to meet the needs of consumers moving towards self-care at home. As of 2022, Mathebe still held a full-time job, underscoring the calculated and responsible approach she took in her entrepreneurship journey. The company culture emphasises authenticity, growth, and efficient service delivery, both online and in their mall shop. In 2021, they ventured into manufacturing with their own beauty brand, Pastry. Mathebe envisions Beauty on TApp becoming a global African beauty shopping destination. 00:00 Introduction to Beauty on TApp 00:22 The Beginning of Beauty on TApp 01:01 Pivoting to eCommerce 01:22 Building Trust and Educating Customers 02:26 Growth and Expansion 03:00 The Impact of the Pandemic 03:37 The Journey of Mathebe 04:18 The Importance of Team Culture 05:29 The In-Store Experience 06:58 Launching Their Own Beauty Brand 07:20 The Future of Beauty on TApp 08:13 Conclusion Read the LinkedIn newsletter or watch it on YouTube today.