Karabo Molebatsi transformed her love for fragrance into a business that blends psychology, wellness and sustainability. From her years at the North-West University (NWU) to founding Scented by Karabo Pty Ltd, her journey shows how passion can evolve into a brand with purpose.
“I studied at the NWU from 2013 to 2015, where I was enrolled for a BA degree in industrial psychology and labour relations. I graduated and received my degree in 2016,” says Karabo.
Her business journey reflects a shift from corporate opportunities to building her own brand. “I have always loved entrepreneurship, and I love fragrance. This is a classic case of turning passion into profit,” she explains.
Karabo connects her psychology background with the use of fragrance. “Fragrance is powerful; it can uplift and heal a human being. Coupled with my knowledge of psychology and how fragrance can assist a person’s mood, honestly, these two fields go hand in hand. For example, if you need to relax, then a vanilla scent would be the way to go. To clear your airway, peppermint or eucalyptus would be a nice recommendation.”
Beyond products, she views her business as a platform for impact. “I am also passionate about uplifting young people. Being able to create employment is my number one goal. This opportunity can help me to help others. I would like to incorporate a learning and development division soon by creating classes where people can come and learn how to make these different fragranced products. Creating employment is one thing, but equipping a person with an essential skill is for a lifetime.”
Scented by Karabo Pty Ltd is a Proudly South African company manufacturing home fragrance products. “We pride ourselves in being eco-conscious, that is why we utilise eco-friendly, biodegradable and renewable natural resources to produce our products,” Karabo says.
The current range includes soy wax candles, reed diffusers, car diffusers, linen and room mists. “Our packaging is recyclable and reusable, which speaks to our commitment to a sustainable and clean environment. Although we are creating products, we need to contribute to environmental sustainability.”
Like many entrepreneurs, funding and market access remain challenges. “Starting a business is no easy task; the back-end stuff, such as equipment, raw materials and electricity, are all factors one needs to consider. Brand awareness and market access are the second biggest factors when trying to introduce a new product in the market. Showing the benefits of it and getting clients requires a lot of time and dedication,” she notes.
“I am a self-funded business and still well on my way, trying to secure funds so that the business can grow. I am incubated with the Innovation Hub, which gives me access to crucial entrepreneurship mentorship and access to the market. I have also built a community in this field. Having colleagues who are also business owners keeps you going and motivated because they understand the highs and lows of life as an entrepreneur.”
Her NWU background still resonates in her journey. “I met a lot of wonderful people at the NWU, and some I am still very close to today. The skill of building rapport was refined during my time at the NWU. The degree that I got from the NWU opened doors for me into the corporate world, and that is how I was able to fund my business in 2021 by using my salary. I am grateful to have had access to such resources.”
Reflecting on her alma mater, Karabo adds: “The NWU is an institution that fosters growth and development. I am privileged to have been an NWU student.”
Her business has also gained recognition. “In 2024, the business actually made it to the top 31 in the Pitch Your Business competition run by Radio Pulpit, and I know the NWU is also a partner in that. We were very grateful for this opportunity.”
NWU alumnus Karabo Molebatsi is building a fragrance brand committed to sustainability.
