BY TASEKHAYA DLAMINI
This week we spoke to Seria Masilela of LUNA Hair + Body, who shares her journey from studying BCom Law at the University of Pretoria to leading an award-winning beauty brand. She discusses key milestones such as securing a listing with Pick n Pay, achieving recognition through industry awards, and the core mission of serving community needs with products designed for African hair and skin. Seria also highlights the importance of support from initiatives like the International Trade Centre’s Future Icons programme and the Oracle Innovation Lab, which have provided valuable mentorship and networking opportunities for her entrepreneurial growth.
Career Chat: You studied BCom Law at the University of Pretoria, yet today you are leading an award-winning beauty brand. What inspired the shift from law into entrepreneurship?
Seria: I always knew that I wanted to do something in the beauty space, even during my university days. At the time I didn’t know exactly how or in what capacity, but I was certain that beauty would somehow be part of my future. My studies gave me a strong foundation in critical thinking, problem solving and understanding how businesses operate, which has been incredibly useful in entrepreneurship. In many ways, my studies helped prepare me for building and running a business.
Career Chat: LUNA Hair + Body has grown from an idea into a recognized brand now stocked at Pick n Pay and Malandelas Lifestyle. What were some of the defining moments that turned your vision into a retail success?
Seria: One of the most defining moments was when we finally secured our listing with Pick n Pay. It took two years from our very first meeting with them to the moment we were officially listed. In that first meeting they gave us clear guidance on what it would take for us to qualify as a supplier, and we spent those two years doing the work to reach that standard. That experience taught me a lot about focus and perseverance, which has really become a theme in our journey as a brand.
Career Chat: Winning Woman-Owned Business of the Year and being recognized at the Eswatini Entrepreneur of the Year Awards is no small feat. What did those milestones mean to you personally and professionally?
Seria: Those awards will always be incredibly special to us because they were the first major recognition that LUNA received. They were a moment of affirmation that the vision we had for the brand was not only possible, but also meaningful to others. Personally, it gave me confidence to keep pushing forward, and professionally it helped position LUNA as a serious and growing brand within the industry.
Career Chat: Your brand took first place in cosmetics at the Consumer Choice Awards, which shows strong support from customers. What do you think makes LUNA Hair + Body resonate so strongly with people?
Seria: At the heart of LUNA is service to our community. That is what inspired us to start the brand in the first place. We saw real needs in the beauty space that people in our community were facing, particularly when it came to products suited to African hair and skin. Everything we create is designed to respond to those needs, and I think people connect with the authenticity of that mission.
Career Chat: You are part of initiatives such as the International Trade Centre’s Future Icons programme and the Oracle Innovation Lab here in Eswatini. How have these platforms supported your growth as an entrepreneur?
Seria: Being an MSME today is incredibly challenging, especially when competing with large, well-established brands that have far greater resources. Programmes like these play a critical role because they provide mentorship, training and access to networks that small businesses would otherwise struggle to reach. They give local entrepreneurs the support and space we need to grow into sustainable and competitive businesses.
Career Chat: Beyond business, you also serve as the Country Coordinator for CMF Africa. How important is it for entrepreneurs to play leadership roles in building communities and networks?
Seria: For me, entrepreneurship has always been about service. You serve your customers, you serve a need in the market, and you serve your community. Because of that, stepping into leadership roles that help build networks and opportunities for others feels like a very natural extension of being an entrepreneur.
Career Chat: LUNA Hair + Body has been showcased at major cultural festivals like Bushfire and Luju. How have these platforms helped you connect with customers and grow your brand story?
Seria: Our local festivals have given us incredible opportunities to be seen and to interact directly with people we might not ordinarily meet. Those face-to-face interactions allow us to share the story behind LUNA and to hear real feedback from customers. I also think these festivals do a lot of work to support and equip entrepreneurs, giving SMEs platforms where they can grow their visibility and confidence as brands.
Career Chat: You’ve also been invited to speak at various platforms locally and internationally. What message about African entrepreneurship and African beauty do you most enjoy sharing with audiences?
Seria: One message I always enjoy sharing is that African people have so much to contribute to the world. Creatively, culturally and entrepreneurially, we have incredible talent and the ability to create solutions that are both innovative and sustainable. When African entrepreneurs are given the opportunity and support to grow, the impact can be truly global.
Career Chat: You recently moved into a new production workshop for LUNA Hair + Body. What does this expansion say about the future direction of the brand?
Seria: Moving into our new production workshop is an important step for LUNA because it allows us to increase our production capacity and improve our processes as we grow. It represents the transition from a small startup into a more structured manufacturing business. For us, it is a sign that the brand is entering its next phase — scaling our operations so that we can meet growing demand while maintaining the quality and care our customers expect.
Career Chat: Looking ahead, what is your long-term vision for LUNA Hair + Body, and what advice would you give to young entrepreneurs in Eswatini who dream of building globally competitive brands?
Seria: Our long-term vision is to see LUNA on shelves around the world and to build one of the few globally recognized beauty brands that is made in Africa, for Africans.
To young entrepreneurs in Eswatini, my advice would be to dream big and stay committed to that dream. Building something meaningful takes time, resilience and a willingness to learn continuously. But if you stay focused and believe in your vision, the world really is open to you.
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