Rabia Ghoor is the founder of swiitchbeauty, a South African makeup and beauty brand. Since its founding, swiitchbeauty has accelerated in growth, with Ghoor most recently winning the Forbes Woman Africa Young Achievers award in 2021.
“I saw a gap in the South African market for a local beauty brand harnessing the power of social media to connect with its consumer – and so swiitch was born,” explains Ghoor. Ghoor believes in listening to the consumer and tailoring a product with integrity and quality. Social media has been a major asset to swiitcbeauty. “Social media is not a marketing tool — it’s a storytelling tool,” she says. “Content is much more to do with saying something than selling something.”
Ghoor is driven by the swiitchbeauty community and support from her family. She hopes that the South African makeup and beauty market expands.
There is a space for everyone.