MBABANE – From Eswatini to the world.
Speaking to the co-founder of the brand, Seria Masilela, brand’s participation was made possible after it responded to a call for applications issued by the Eswatini Investment Promotion Authority (EIPA), which was circulated through social media platforms. Following a successful application process, LUNA Hair and Body was selected as part of the official Eswatini delegation, giving the brand an opportunity to represent the country on an international trade stage. The exhibition provided a valuable platform for the brand to introduce its hair and body care products to a global audience.
According to the company, participation in the event has already begun to yield meaningful outcomes, including the creation of new international networks, engagement with potential business partners and increased visibility for the brand within competitive global markets.
For LUNA Hair and Body, the opportunity to exhibit in Taiwan represents more than just participation in a trade fair. It marks a strategic step towards expanding its footprint beyond the local market and positioning itself as a competitive African beauty brand on the global stage.
Founded with the vision of developing effective and gentle products tailored specifically for African hair and skin, LUNA Hair and Body has grown steadily from a small local enterprise into an emerging lifestyle brand. Over the years, the company has placed increasing emphasis on research-backed formulations, improved production capabilities and strengthening its retail and international presence.
However, the journey from a small-scale business to an export-ready brand has not been without challenges. According to Masilela, one of the key obstacles the company has faced is the transition from an MSME structure into a more formalised and scalable business model. This process has required the development of stronger systems, streamlined operational processes and the expansion of team capacity. Additionally, identifying the right partners to support and guide sustainable growth has been an ongoing priority for the brand. Despite these challenges, the company remains committed to long-term expansion and innovation. Its participation in the Taiwan exhibition has reinforced the importance of international exposure in shaping the future of local enterprises. The brand noted that such platforms not only create opportunities for trade and collaboration, but also provide critical learning experiences that contribute to business development and global competitiveness. Speaking on access to international markets, the brand emphasised the importance of actively engaging with organisations and initiatives that support micro, small and medium enterprises. Platforms such as EIPA have played a crucial role in connecting local businesses to global opportunities, offering both exposure and developmental support.
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