During Global Entrepreneurship Week, an annual moment when innovators across the world pause to recognise bold ideas, Eswatini’s Seria Masilela and Kim Nxumalo-Henwood, co-founders of LUNA Hair + Body, claimed the top prize in the 2025 Rising to the Top Elevator Pitch Competition, hosted by Thinkroom Consulting. Their win marks a significant moment not only for their brand, but for Africa’s fast-expanding beauty and personal-care sector.
LUNA Hair + Body, built on the fusion of African botanical heritage and modern cosmetic science, has become an emerging name in the region’s research-led beauty space defined by the unique needs of African hair textures and melanin-rich skin.
In her announcement, Masilela shared an unusually candid reflection on the entrepreneurial journey:
“We are so pleased and deeply honoured to receive this win during Global Entrepreneurship Week. When you start a business, you rarely realise just how much you’ll have to put yourself forward and how vulnerable, intimidating and challenging that can be. Half the battle is getting over the doubts in your own mind, but the growth, confidence and opportunities that come from pushing through those moments are truly worth it.”
Her co-founder, Kim Nxumalo-Henwood, an award-winning beauty entrepreneur and counselling psychologist, has become a visible advocate for mental wellness and Afrocentric beauty. Her influence shapes both LUNA’s brand philosophy and its community-centred approach. Nxumalo-Henwood has consistently argued that beauty must be both scientific and emotional, grounded in evidence yet sensitive to the lived experiences of African consumers navigating issues of identity, confidence and self-worth.
Together, their complementary expertise, Masilela anchored in entrepreneurship and beauty innovation, Nxumalo-Henwood grounded in psychology and brand strategy, has positioned LUNA as one of Eswatini’s most compelling emerging enterprises.
A Beauty Brand Rooted in African Science and African Identity
LUNA Hair + Body produces gentle, research-backed formulations designed specifically for African hair and skin, using locally inspired ingredients and cutting-edge beauty science. As Thinkroom Consulting noted in its announcement:
“LUNA Hair + Body creates gentle, research-backed hair and skincare products for African hair and skin, combining natural ingredients with cutting-edge beauty science.”
This approach reflects broader shifts in the global beauty industry. African consumers, long underserved by international brands are increasingly demanding high-performance products engineered for their climatic realities, these are high humidity, strong UV exposure, low-moisture environments and diverse curl patterns. Across the continent, the beauty and body-care market is expanding at nearly 8% annually, outperforming global averages.
Eswatini’s own cosmetics ecosystem is evolving. Local entrepreneurs are tapping into indigenous plants such as marula, Swazi aloe and Mongongo oil, which global beauty conglomerates are beginning to study for hydration, strength and skin-barrier benefits. LUNA’s success is part of this larger shift, from imported formulations to science-driven African innovation.
A Strong Cohort of Finalists, with LUNA Leading the Field
The 2025 competition showcased five finalists from diverse industries:
- Charmaine Joubert (Wishy Washy) – 24-hour industrial and household laundry solutions.
- Cindy Mkwanazi (Crystal Nature) – Affordable, eco-friendly cleaning products.
- Nakhokonke Mngadi (Pure Vawter) – Safe, accessible, community-focused drinking water.
- Akani Tshabalala (UniSkill) – A peer-to-peer marketplace for university students.
- Kim Nxumalo-Henwood and Seria Masilela (LUNA Hair + Body) – The winning duo.
Thinkroom celebrated all participants, noting:
“Each of you brought energy, passion, and courage to the competition. This is exactly what GEW is all about: celebrating entrepreneurs and their journeys.”
But Masilela and Nxumalo-Henwood’s pitch resonated most, combining scientific clarity with a compelling story of identity, representation and wellness.
Thinkroom’s Role in Building Africa’s SME Landscape
Thinkroom Consulting has established itself as a central player in Africa’s entrepreneurship development ecosystem. The company works with corporations across the continent to grow supply chains, strengthen SME capacity and expand local procurement pipelines.
Its systematic approach built on performance management, founder support, market access and research, has helped hundreds of businesses move from concept to sustainable scaling.
Their entrepreneurship competitions often serve as launchpads for founders who lack visibility but possess high-value solutions.
LUNA Hair + Body’s momentum is now unmistakable. Masilela brings a strategic vision for African beauty innovation; Nxumalo-Henwood brings psychological insight and a clear commitment to mental wellness an increasingly important dimension in the global beauty conversation.
Beyond Eswatini, the brand’s rise aligns with major global trends:
- The surge in clean beauty and ingredient transparency.
- The scientific validation of indigenous African botanicals.
- Growing interest in melanin-affirming skincare.
- Climate-adaptive formulations for heat, dryness and humidity.
- Beauty as a contributor to emotional and mental well-being.
Their victory signals more than a business milestone, it marks the ascent of Afrocentric beauty brands capable of competing on science, quality and storytelling.
As Masilela concluded:
“A heartfelt thank you to the incredible Thinkroom Consulting team for consistently creating spaces where entrepreneurs can stretch, learn and rise.”
For Nxumalo-Henwood and Masilela, this is only the beginning. Their brand stands at the intersection of innovation, identity and empowerment offering a glimpse of what Africa’s future in global beauty science could look like.
