When Liz Letsoalo, then working full-time in consulting, began formulating hair and skin care products on her kitchen stove during weekends. Inspired by a desire to “improve beauty products for Black women” and restore “lost dignity of marginalised groups,” she named the company after her mother, Masodi, signaling from the outset a deeply personal and values-rooted identity. What began as a side hustle promoted through social media quickly gained traction, prompting Letsoalo to leave her job in 2019 and focus fully on building Masodi Organics. Early operations were scrappy: Letsoalo handled everything herself, from formulation to marketing to fulfillment, with support from her sister in packaging and logistics. Financing was largely bootstrapped and loan-based; she has been open about how “95% or more is loan based,” relying on family, savings, and sheer persistence to push the business forward.
Securing the birth of Masodi Organics as a South African beauty and wellness brand that embodies the convergence of purpose, authenticity, and entrepreneurial grit. With Liz Letsoalo‘s passion and grit, the company has grown from weekend kitchen-formulated products into a multi-channel retailer with a presence in major national chains and ambitions beyond the continent. The story of Masodi Organics is not only one of business growth but also of cultural reclamation, community upliftment, and the intentional crafting of beauty solutions for Black and brown people who have historically been underserved in the mainstream premium beauty space.
Masodi Organics positions itself as a thoughtful, ingredient-conscious alternative in the hair, skin, and wellness space. The product catalog, available on its official site, spans hair and scalp care, body and face products, beard care, wellness items like candles and bath salts, and targeted formulations for pregnancy-safe and breastfeeding-safe use. The brand also emphasizes inclusion of different hair types (from kinky/coily to relaxed to dreadlocks) and skin concerns (hyperpigmentation, acne, dryness, sensitivity), underscoring a deliberate customization to diverse African textures and complexions.
Beyond the product line, Masodi differentiates through education and personalization: features like the “Product Recommender Quiz” (limited monthly spots) reflect an attempt to guide users to appropriate solutions rather than pushing generic upsells. This aligns with Liz Letsoalo’s stated future vision of integrating beauty tech-tools that help customers understand the products they truly require, thus merging data-informed personalization with empathetic care.
You can vote for Liz Letsoalo HERE, Voting closes on 31 August 2025.
