Business: Pure B Baby Care

Sector: Baby Care Sector

Quote: “Our baby care products are specially formulated to help repair and protect the skin at a cellular level. They are fragrance-free, naturally anti-bacterial and contain anti-fungal formulae, but with all these capabilities, they remain gentle enough for newborns. What is most pleasing is that they have been quality tested” .

Phumzile Mthembu is the founder and owner of Ingcweti (Pty) Ltd trading as PureB Baby Care, based in Tembisa, Ekurhuleni. PureB Care is a natural baby skincare brand with products made especially for babies.

Phumzile was inspired by the struggles of her son who was diagnosed with eczema as a baby: “At these ages, the skin is still in the development phase and is very sensitive leading to skin irritations such as eczema, dermatitis and dryness. After trying many products, it dawned on me that there was an opportunity in the market to produce baby care products that are 100% natural and without harmful chemicals” she recalls.

At the time of her venture, Phumzile had already started dabbling in manufacturing. “I was making perfumes, and I was also training people in perfume making, but this (PureB) was far more than a business to me, it was about creating something that would greatly improve the quality of life for my child, and many other children.
Phumzile reached out to GEP for assistance with the branding of her products, marketing material, equipment, and raw materials. She received the support that has enabled her to steadily grow her brand.

“I had a good experience with GEP, they understood my vision, as well as what my business needed at that time. The initial stages of starting a business are extremely challenging, especially in the manufacturing sector where one competes with a number of established brands. Going to GEP helped alleviate some of these challenges, along with support from other government agencies, we have been able to our brand, and put our products on shelves” states Phumzile.

Phumzile’s goal is to be a leading manufacturer of quality yet affordable baby skin products. “Our baby care products are specially formulated to help repair and protect the skin at a cellular level. They are fragrance-free, naturally anti-bacterial and contain anti-fungal formulae, but with all these capabilities, they remain gentle enough for newborns. What is most pleasing is that they have been quality tested” she explains.

Her work has also gained recognition, amassing several awards including a top 3 placement in the Ernst and Young Impact Challenge, a continental competition. Phumzile was the only woman to make it into the top 5 of this competition.

Phumzile believes her entrepreneurial journey has only just begun: “I am working towards making my products the most preferred in the market, at the same time ensuring that I am running a sustainable business. I want to change lives, not only through the effectiveness of my product but also by creating opportunities for talented young people so we can be part of the journey of creating a world-class African product” she explains.

While she is focused on making a success of her venture, Phumzile also reveals that starting this business and seeing the impact it has had on her, her team and the community has inspired her to do more for children.

“I am now a qualified life coach and an author, I educate children on mental health because I believe it’s a neglected area in our communities which if we can get right, can help create a more stable society, with more rounded members of the community and better leaders. My book is called Khwezi, it is an affirmation book for children. I am busy with another bedtime story book” she concludes