Jeri Mookana on beauty, business and bringing luxury clean beauty to South Africa

Jeri Mookana's journey into the world of beauty began over a decade ago as she honed her skills in building brands and shaping consumer experiences in the fast-paced e-commerce industry. However, it was a personal connection to organic beauty and self-care that eventually guided her to establish her own venture. The influence of her late aunt, who held a deep appreciation for such practices, remained a cornerstone throughout her entrepreneurial journey.

Today, Laud Beauty stands as a testament to Mookana's careful curation of luxury clean beauty options, making them accessible to South African consumers. Rather than simply adding to the already saturated beauty market, Mookana sought to create a distinct destination where each brand had a purpose and where conscious beauty could feel luxurious, indulgent, and enjoyable.

South Africa's natural and clean beauty market already boasts a strong presence, prompting Mookana to focus on curating a more niche and considered selection. Drawing from her own experiences as a beauty consumer, Mookana developed a keen interest in independent brands worldwide, appreciating their distinctive qualities, unique formulations, and clear sense of purpose.

Her background in brand strategy further informed her approach, prompting her to ask why a brand existed and what meaningful contributions it made rather than simply focusing on popularity. The business maintains a deliberate curation process instead of merely featuring a broad selection. Mookana believes choice is only valuable when customers trust the rationale behind it, sometimes declining products that don't align with her vision.

To Mookana, luxury transcends price tags and elaborate packaging; it encompasses the texture, application, and sensory experience of products. She emphasizes that clean beauty need not feel clinical or austere, as thoughtful formulations can evoke genuine enjoyment in using them. Mookana encourages consumers to question the authenticity of clean beauty claims, examining ingredient quality, sourcing, production methods, and ethical practices.

While acknowledging the significance of ingredient scrutiny, Mookana also emphasizes the importance of understanding the brand's philosophy, operations, and genuine point of view. Her personal relationships with the brands she curates are crucial, as she has often used and trusted these products herself, fostering a sense of comfort in recommending them to others.

As a Black South African woman leading a premium beauty brand, Mookana places great importance on representation and access. Representation extends beyond visual representation in marketing campaigns, encompassing the availability of choice, expertise, and an experience akin to that found in major global beauty markets. Mookana aims to provide African consumers with access to brands that might otherwise be limited to cities like London, Paris, or New York.

However, she remains selective in choosing brands that align with South Africa's unique needs, considering formulation, experience, philosophy, and local resonance. Mookana's personal influences span diverse sources, including people, cultures, brands, and ideas, allowing her to create a unique blend rather than adhering to a narrow beauty definition.

Her most significant challenge has been transitioning from managing other brands to confidently making her own judgments. Drawing from her corporate career, Mookana learned about strategic thinking and consumer behavior, which she now applies to curating Laud Beauty. By becoming comfortable with her brand's distinctiveness, she has cultivated the confidence to say, "This is what I believe belongs here."

Ultimately, Laud Beauty is not merely about selling skincare; it represents the joy of discovery that sparked Mookana's passion for beauty in the first place.