South Africa is home to a diverse nation that defies traditional homogenous representations of beauty, is undergoing its own metamorphosis of sorts.

The emergence of local beauty brands, a sizable millennial generation, the growing influence of beauty bloggers and the impact of digital technology and connectivity are creating exciting new opportunities.

Lerato Donga is taking advantage of this and is an inspiration to many young female entrepreneurs in and around Mahikeng.

This North-West University (NWU) student aims to develop and train other young females who want to be future entrepreneurs in the fashion and beauty industry.

With South Africa’s beauty market worth over R27 billion (2017), over 85% market share belongs to global beauty brands such as Revlon, L’Oréal, Elizabeth Arden, Estee Lauder and MAC.

However, Lerato’s LD Cosmetics is South Africa’s answer and a firm competitor to these established brands.

LD Cosmetics offers various beauty products, including eyeshadows, custom make-up brushes and eyeliners.

Lerato says she was inspired by independence and the many female entrepreneurs who empower other women.

“It was not easy to start my business. I struggled to get where I am today, and I feel that women deserve more opportunities to empower themselves.”

“This is why I decided to pay it forward and involve and empower women from my community.”

 Lerato Donga’s LD Cosmetics is going to take the South African beauty market by storm.