MBABANE – The Eswatini Investment Promotion Authority (EIPA) is steadily positioning itself as a critical catalyst in the country’s drive to build globally competitive enterprises.
A local beauty brand LUNA Hair + Body has emerged as a compelling success story of how targeted institutional support can transform a start-up into an export-ready business.
Through strategic market access support, export readiness training and international trade facilitation, LUNA Hair + Body has accelerated its transition from a locally rooted manufacturer into an emerging export-ready brand.
The company is now gaining regional exposure, strengthening its market positioning, and building the confidence and capability required to compete in international markets.
Founded in 2022, LUNA Hair + Body is a proudly Swati beauty manufacturing brand that is redefining skincare and haircare products tailored specifically for African consumers.
The brand’s journey reflects not only entrepreneurial resilience, but also the growing importance of structured institutional support in unlocking export potential among local businesses.
Through EIPA, Co-founder Seria Masilela shared that the company was established out of a desire to address a gap in the local beauty market, which has long been dominated by imported products.
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Facilitating international market entry
MBABANE – In addition to training and exposure, EIPA has played a key role in facilitating connections between LUNA Hair + Body and international buyers.
Notably, the authority has supported the brand in establishing linkages within the South African market, providing valuable insights into cross-border retail dynamics and consumer preferences.
This exposure has allowed LUNA to refine its value proposition, ensuring that its products meet the expectations of a broader customer base while maintaining its unique identity as an African brand.
The ability to engage directly with international buyers has also provided the company with practical experience in negotiating deals, managing supply chains and adapting to different market requirements.
The success of LUNA Hair + Body also highlights the potential of local manufacturing in driving economic growth and reducing reliance on imports.
By producing high-quality beauty products locally, the company is contributing to the development of Eswatini’s manufacturing sector, while creating opportunities for job creation and skills development.
Moreover, the brand’s focus on African-centric formulations underscores the importance of developing products that are relevant to local and regional consumers, rather than relying on imported solutions that may not fully address their needs.
This aligns with broader national objectives to promote the ‘Made in Eswatini’ agenda, which seeks to enhance the competitiveness of locally produced goods both domestically and internationally.
EIPA’s work with LUNA Hair + Body serves as a model for how targeted support can unlock the potential of SMEs in Eswatini.
*Full article available on Pressreader*
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