As South Africa and the continent grapple with soaring unemployment rates, one company is defying the trend and inspiring a new wave of young entrepreneurs. Led by visionary founder Bathabile Moreki, The Perfume Co. Africa is emerging as a beacon of hope. Founded in 2021, this thriving black-owned fragrance company is challenging the norms of enterprise development and transforming the lives of hundreds of young people and women across the continent. Moreki’s innovative approach to franchising has earned her the nickname “Queen of Franchising,” and her business model is creating tangible opportunities for economic empowerment and sustainable self-employment. By doing so, The Perfume Co. Africa is setting a new standard in the industry and paving the way for a brighter future.
Empowering Youth and Women Through Entrepreneurship
Led by Moreki, The Perfume Co. Africa creates bankable opportunities for unskilled, unemployed, and marginalized youth across South Africa and the broader SADC region. Since its founding in 2021, the company has helped hundreds of young people primarily women launch income-generating businesses through its low-barrier reseller and micro-franchise models.
With operations now in South Africa, Zimbabwe, Lesotho, Botswana, and Kenya, the brand’s grassroots-first approach has become a catalyst for financial inclusion and sustainable self-employment in communities where opportunities are often scarce.
A Simple Yet Scalable Model
Moreki’s model is built on simplicity and scalability. The company offers affordable, locally produced perfumes with training, starter kits, and flexible onboarding packages. Prior business experience is not a must. This approach has allowed many first-time entrepreneurs to grow from street-based selling to retail operations quickly. “We are not selling dreams; we are building small businesses that become generational legacies,” said Moreki.
The Perfume Co. Africa aligns with the purpose of the just ended Women’s Month, emphasizing inclusive development, gender equity, and sustainable empowerment. Moreki believes that affordable and aspirational business entry points can break cycles of dependency. “I’ve always believed that if we make entry into business affordable and aspirational, we can break cycles of dependency,” she said.
A Catalyst for Financial Inclusion
The brand’s impact was showcased at the Black, Bold, and Powerful gala in Johannesburg. Early franchisees took the stage as keynote speakers, ambassadors, and mentors. This reflects the company’s long-term commitment to growth and dignity through work.
With demand growing across the continent, Moreki plans to expand the franchise model further into SADC, focusing on rural and peri-urban communities where youth unemployment is highest.
Shaping a Future of African Entrepreneurship
During South Africa’s Heritage Month, The Perfume Co. Africa stands as a bold example of how African heritage inspires modern business models. By fusing tradition with innovation, Moreki demonstrates that heritage is not just about the past it’s about shaping a future where African entrepreneurs define their success.
“We are proof that African solutions can solve African problems,” said Moreki. “With the right tools and support, a young woman in Limpopo or Gaborone can build as strong a business as someone in Sandton.”
A Brighter Future Through Fragrance
The company’s journey shows the power of accessible entrepreneurship and franchising. By providing young people and women with tools to build their own businesses, The Perfume Co. Africa creates a ripple effect of economic empowerment for generations.
Moreki adds, “This was never just about perfume. It’s always been about giving people a way out.” With innovative approaches and a commitment to community empowerment, the company is changing enterprise development and paving the way for a brighter future.
