the business of BEAUTY

‘My mom always told me that when you wake up, put on your clothes and step outside, you must make a statement. You must present yourself in a certain way to the world and you must own it.’



STARTING UP: ‘Starting out was very expensive and it was even harder to find labs that would develop the products for me. I now know why when you go to makeup brands, they charge you R300 for a lipstick.’

TURNOVER: 2019 has been the most successful year for Ajeless since its inception in 2016. ‘We have an online store and that’s where people can purchase the product. What we also do is get influencers and bloggers to boost sales and boost awareness of the brand.’

Astrid Jonker has always been fascinated with beauty and makeup. ‘When I was younger I would

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