Mbabane- A locally founded beauty manufacturing brand, LUNA Hair + Body, is gaining momentum as an emerging exporter, following targeted support from the Eswatini Investment Promotion Authority (EIPA).
Founded in 2022, LUNA Hair + Body has positioned itself as a proudly Eswatini-based brand focused on developing skincare and haircare products tailored specifically for African consumers. The company was built on a vision to address gaps in a market largely dominated by imported products.
In a statement issued by EIPA, Co-founder Seria Masilela said the business was inspired by the need for representation and relevance in product formulation.
“We wanted to create products suited to African skin, hair and climate. We realized that we were contributing to imports ourselves, and decided to fill that gap locally rather than continue supporting external markets,” she said.
The company’s growth trajectory has since been accelerated through EIPA’s strategic interventions, which have focused on export readiness and market access. Through this support, LUNA has participated in regional trade fairs, including the Eswatini International Trade Fair, gaining exposure alongside established exporters.
This visibility has strengthened the brand’s market positioning while enhancing its competitiveness in both local and regional markets.
Beyond exhibition platforms, EIPA has provided structured training and technical support, equipping the business with critical capabilities such as regulatory compliance, export planning, and understanding international buyer expectations.
Masilela noted that this has enabled LUNA to transition from purely manufacturing products to strategically positioning itself for export markets.
EIPA has also facilitated connections with international buyers, particularly in South Africa, giving the company valuable insights into cross-border retail dynamics and helping refine its value proposition.
“Access to experienced trade facilitators has empowered us to navigate compliance, logistics and market positioning with confidence. This has changed how we view international markets,” Masilela said.
LUNA products are currently available through social media platforms and retail outlets, including Pick n Pay stores nationwide, as the brand continues to expand its footprint.
The company’s progress highlights the growing potential of Eswatini’s manufacturing sector to diversify exports, particularly in value-added industries such as beauty and personal care, with institutional support playing a key role in unlocking market access.
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