Taking the beauty industry by storm

Junior Kapofi
Finding men within the beauty industry is something that is not so common in Namibia, but Wellem Cosmetics is one of a few male-owned beauty brands in the country. Wellem Cosmetics was founded by Wellem Kapenda, a Namibian award-winning model and skincare enthusiast.

“What motivated Wellem to start the brand Wellem cosmetics I believe was after discovering that the Namibian beauty industry is mostly female dominated and that there are barely products that cater to men apart from the one size fits all,” says Justice Jason, operations manager and creative director at Wellem Cosmetics.

Wellem Kapenda joining this industry was a way of breaking the stereotype, and actually following this passion that he had for skincare. “In order to break the stereotype and create a sense of diversity and inclusivity in the Namibian beauty industry he had to go back to the drawing board and the rest is history,” says Jason.

Before Wellem Kapenda officially started Wellem Cosmetics he had been the face of the Wellem beard oil by Chrisla Essentials for a number of years. He has mentioned that his journey with Chrisla Essentials was what sparked his interest in cosmetics.

Wellem Cosmetics is an all-vegan brand that specialises in skincare and beard grooming products at the moment. Wellem Cosmetics was officially launched in 2021 with their popular beard conditioner. “Currently we are only selling the beard products but keep an eye out for our skincare range of products as well,” says Jstice Jason.

Nothing comes easy and there are a few challenges that come with opening any business, especially in the beauty industry. One of the greatest challenges they face is the demographic of men aged 40 to 60, who are the least engaged consumers when it comes to skincare products. “The challenge is how to sell to this market and get them engaged as they are always limiting themselves to traditional ways when there is so much to discover,” says Jason.

The products from Wellem Cosmetics are cruelty-free and vegan friendly. This means that they contain fewer chemicals and tend to be healthier than other non-cruelty-free products on the market. “Vegan beauty products are never tested on animals, meaning you can safely use Wellem Cosmetics products without having to worry if whether your favourite animal was used in the testing process,” says Jason.

All this did not happen overnight but took hard work and dedication.

“You just have to find the right niche that is fit for you, one that you can excel in, get a mentor and be consistent, put in a load of hard work and smart planning. I will also encourage the youth to never sleep on their talents because you never know what you can achieve until you start so just start if you fail you try again,” says Justice.

“I personally believe there are numerous opportunities out there waiting to be discovered, especially in a world where everything is becoming digital. We have also witnessed youth start-ups that have proven to be successful through the power of digitisation.”