In a significant milestone for South African entrepreneurship, local skincare brand Lelive, founded by actress and Greenpeace ambassador Amanda du-Pont, is poised for international success.
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This move is underpinned by a substantial investment from Invenfin, the venture capital arm of Johan Rupert’s Remgro. The brand, renowned for its use of African botanicals and sustainable practices, launched in the UK in June, following a trajectory of remarkable local success.
Lelive, a Swati word meaning “light of the world,” was born out of Amanda du-Pont’s personal struggles with acne and her desire for natural, effective skincare solutions. “After years of struggling with acne-prone skin, countless products, dermatologist visits, and spending so much money, I decided to co-create, with my community, a skincare range that heroes African ingredients and is dedicated to serving diverse skin types,” says du-Pont. This ethos of community involvement and simplicity has resonated deeply with consumers, driving the brand’s rapid growth.
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Invenfin, traditionally known for its investments in tech start-ups, has diversified its portfolio over the past eight years to include consumer brands. Judy Sendzul, Head of Consumer Investments at Invenfin, explains, “We invest in brands that are applicable both in the South African and African context, but that have international reach potential. Lelive has earned its growth trajectory with its exceptional range of skincare products designed for all skin types, wrapped in superb customer engagement, sustainable materials, and simplicity.”
The decision to back Lelive was influenced by the brand’s strong foundation in African heritage, and its commitment to clean beauty, aligning with global trends toward natural and sustainable products. “Lelive ticks all the boxes we look for in an investment,” says Sendzul. “Their story, product quality, and team are exceptional.”
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Lelive’s expansion into the UK is a strategic move, particularly targeting London, where the population is 64% multi-ethnic. This demographic is seen as a prime market for Lelive’s inclusive skincare range. The brand’s narrative of using African botanicals and catering to diverse skin types is expected to resonate well in this cosmopolitan environment.
“A lot of work was done on understanding underserved markets and where premium beauty channels exist that can convey the product,” notes Sendzul. “London has a multi-ethnic, youthful population, and retailers like Sephora are looking for products that serve various segments and niches.”
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Lelive’s use of African botanicals, such as aloe and shea butter, traditionally exported for use in global brands, is a significant aspect of its identity. “We’ve decided to make our products from our natural resources, which are sustainable and stand tall on the international stage,” says du-Pont. This approach not only promotes sustainability, but also showcases the richness of natural African ingredients.
Invenfin’s role goes beyond providing capital; it includes strategic guidance and support. “We let them get on with the business because they know skincare better than we do,” explains Sendzul. “But when it comes to entering new geographies, the legal side, compliance, and providing the capital to get going quickly – that’s where we come in.”
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The partnership is seen as a blend of financial backing and collaborative effort, with Invenfin leveraging its network and expertise to facilitate Lelive’s smooth entry into the UK market.
Lelive’s journey highlights the potential for South African brands to succeed globally, something branding guru Jeremy Sampson says is sorely lacking. The diverse local market provides a robust testing ground, preparing brands for international challenges.
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“We have a diverse customer base here in South Africa, so you can really prove your customer touchpoints and commercial success before expanding,” says Sendzul.
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As Lelive prepares to take on the UK market, the brand stands as a testament to the power of community-driven, sustainable and inclusive business practices. With Invenfin’s support, Lelive is set to shine on the global stage, bringing the essence of African skincare to a broader audience, and hopefully blazing a trail for future global consumer brand success stories from the southern tip of Africa.