Startup Story
Ginette Blackbeard, founder of ENOUGH. Upcycled Beauty-Health in South Africa, is harnessing her upbringing which instilled in her a profound respect for the environment and an unwavering commitment to minimizing waste. Her passion for the circular economy and sustainability inspired her to establish her business, driven by a belief in the essential shift towards circularity for the future of our planet. Ginette brings over two decades of experience in entrepreneurship across diverse sectors, from creative enterprises to manufacturing and engineering. She is also a co-founder of Emrin, a manufacturer of PLA filament, a biodegradable plant-based polymer.
LoA spoke to founder Ginette Blackbeard about her passion for sustainability in business, and her mission to make a difference to the world by minimizing waste and maximizing impact.
What does your company do?
ENOUGH. is an award-winning clean beauty brand committed to elevating skincare through innovative upcycling practices. Our renowned range offers natural, plant-based skin and body care products meticulously formulated to promote a firmer, smoother complexion, enhanced repair and protection, while optimizing skin resilience.
At ENOUGH., we are dedicated to sustainability and ethical sourcing, exemplified by our ingenious use of cosmetic-grade byproducts from various manufacturing processes, including those from the coffee brewing and juicing industries. By repurposing these materials alongside other ethically sourced clean ingredients, we not only create effective skincare solutions but also champion a circular economy and reduce waste.
“A global shift towards circularity is essential for the future, particularly in the beauty industry, as it offers a more sustainable and responsible approach compared to the linear economy of using only new ingredients for product formulations.”
What inspired you to start your company?
I am driven by a higher purpose. A global shift towards circularity is essential for the future, particularly in the beauty industry, as it offers a more sustainable and responsible approach compared to the linear economy of using only new ingredients for product formulations. By upcycling and reusing ingredients (and packaging), the beauty industry can minimize its environmental footprint, conserve natural resources, and significantly reduce the generation of waste. This approach not only aligns with global sustainability goals but also ensures the long-term viability of the beauty sector, meeting the growing consumer demand for eco-friendly and ethical products.
As someone with quite sensitive skin, I started educating myself about the ingredients that go into my skincare products. I was shocked at how many products we use on a daily basis contain toxic ingredients that cause irritation to the skin. This realization made me understand that we need more brands that can offer clean, sustainable solutions.
The global clean beauty market is demonstrating a robust Compound Annual Growth Rate (CAGR) of 12.13%, with projections indicating a market value of $15.3 billion by 2028. This growth underscores the significant opportunity for our industry to drive sustainability initiatives by developing beauty products that contribute positively to environmental preservation.
As a founder, I believe looking good is all about creating a positive mindset. Proper self-care, as opposed to vanity, contributes to overall well-being and productivity, which are essential for every part of your life.
Why should anyone use your service or product?
We are officially the first upcycled beauty brand in South Africa! Our dedication to upcycling and ethical practices has garnered recognition and in December 2023, just 2 months after launching, we were awarded a Clean Beauty Award by Glamour Magazine for our Caffeine Antioxidant Serum and our Caffeine & Essential Oil Body Scrub.
Single use packaging, although an important part of the customer experience, can also lead to unnecessary waste, therefore our upcycling ethos also extends to our packaging.
Our coffee range uses laser-cut upcycled cardboard (packaging waste), and we launched our latest product (our Blue Light Elixir) in Hempcelium® - a first-of-its-kind packaging in South Africa. This innovative material is not only lightweight and sturdy but also represents a significant step forward in sustainable packaging. The packaging is fully home compostable - you just break it apart and scatter in your garden as nutrious food for your plants.
Hempcelium® is created from mycelium, the root system of mushrooms, which acts as a natural glue to bind together materials, creating a strong and resilient structure. The substrate on which the mycelium grows is the stem of the hemp plant, specifically the inner woody core known as hemp hurd. This part of the hemp plant is often underutilized, but by using hemp hurd sourced from local South African farmers, we are maximizing the value of the hemp crop and minimizing waste. This approach not only supports local agriculture but also ensures that no new materials are created and no existing resources are wasted. By integrating Hempcelium® into our packaging, we are leading the way in innovative, environmentally responsible solutions.
“By upcycling and reusing ingredients (and packaging), the beauty industry can minimize its environmental footprint, conserve natural resources, and significantly reduce the generation of waste.”
Tell us a little about your team:
Where possible, I try to follow the principles of the lean start-up, made popular in the book by Eric Ries. Although largely aimed at tech start-ups, I try to follow the basics – I keep my overheads as low as possible and as such, during start-up phase, I am hands-on involved in every aspect of the business and I’m not scared to get my hands dirty. I have however surrounded myself with a tribe of powerhouse women who I work/consult with on a project or contract basis for brand strategy, PR and product formulation.
My manufacturing is outsourced to keep my overheads low (I know what it takes to run a full-time manufacturing facility!). I also have a part-time assistant who helps me with packaging my products and prepping orders.
I am a big believer in collaboration with brands and companies that share my values and have managed to accomplish so much despite my small team.
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I have always had a passion for entrepreneurship despite not coming from an entrepreneurial family (both my parents were academics and followed more traditional jobs). My first real taste of this was when I started selling chocolates in boarding school. Being a boarder in a girl’s school meant I had a captive audience who were delighted to have an endless supply of chocolate long past official “office” hours. At the age of 23, I was offered the opportunity to set up Adlab – an advertising agency that specialized in property development marketing. I ran the creative side for 10 years before deciding it was time for a change in direction and joined the corporate world. I furthered my business studies during this time and had the amazing chance to set up a manufacturing facility. It was a terrifying but exhilarating experience, but it really helped me to see that if I surrounded myself with the right technical people, the principles of business remained the same. I have since set up another 2 businesses – the first of which is a 3D printing filament manufacturing facility which I co-founded (we're an 89% woman-owned business!). The second business unfortunately did not make it. I don’t see this as a failure, but rather a wonderful learning experience as I was taught some very tough lessons, but as they say “Smooth seas never made a skilled sailor!”
What are your future plans and aspirations for your company?
The challenge with South Africa is that although we have a plethora of potential by-products, there aren’t many local options for cosmetic grade upcycled raw ingredients. The scope for researching and developing cutting-edge cosmetic ingredients from waste such as discarded peel, pips, pith, leaves, stems, husks, shells, kernels, bark, rind, and misshapen or so-called ugly fruit and vegetables is enormous but can be costly. This means that innovative indie beauty brands like ENOUGH often need to look to international raw material suppliers.
However, I recently found a wonderful South African upcycled ingredient supplier, and we have exciting expansions to our range planned. At this stage, it's still too early to give details, but I'm thrilled about the possibilities.
Given that my business is bootstrapped, and I handle most of the tasks myself, progress and expansion aren't as fast as I sometimes wish. Nonetheless, the concept of repurposing discarded materials to create high-performance beauty products is growing rapidly globally. As with any burgeoning movement, upcycled beauty has stirred up its fair share of misconceptions and myths, so continued education and marketing are part of our strategy.
Looking ahead, we also have plans for global expansion in 2025.
“There’s nothing quite like the thrill of seeing a concept transform from a simple idea on paper into a tangible reality. The process of bringing something to life through hard work, perseverance, and passion is incredibly rewarding.”
What gives you the most satisfaction being an entrepreneur?
I absolutely love being an entrepreneur. One of the aspects that I enjoy the most is the variety and constant stimulation it provides. Since I get bored easily, I thrive on being involved in a wide range of tasks and facing new challenges every day. Each challenge is an opportunity to learn, grow, and innovate.
My failed businesses have been invaluable in shaping my experience, increasing my resilience, and enhancing my ability to navigate challenging situations. These experiences have also helped me develop a healthy tolerance for risk. While careful planning is crucial, I’ve learned that sometimes you just need to take a leap of faith, have grit, and follow your purpose, even when the odds seem stacked against you.
There’s nothing quite like the thrill of seeing a concept transform from a simple idea on paper into a tangible reality. The process of bringing something to life through hard work, perseverance, and passion is incredibly rewarding. It’s this journey of creation, with all its ups and downs, that gives me the most satisfaction. Knowing that I’m building something meaningful, making a difference, and contributing to a more sustainable future keeps me motivated and inspired every day.
What's the biggest piece of advice you can give to other women looking to start-up?
Be conservative in your planning: One of the biggest lessons I've learned from my early ventures is the importance of realistic planning. We often overestimated demand and underestimated the cash flow required to sustain the business. Make sure you have sufficient financial reserves to keep you going, as it may take months or even years before you can draw a proper salary.
Never stop learning and improving: Continuous improvement is crucial, both for your business and yourself. This doesn’t mean you have to take on massive, life-changing skills. Small, incremental improvements can make a significant impact over time. Whether it’s enhancing your reporting spreadsheets, finding free software to automate and streamline operations, or organizing your personal life more efficiently, a 1% improvement every day adds up significantly over a year.
Find a supportive network: When I started, there were few organizations supporting female entrepreneurs, but now there are many. Surrounding yourself with a group of supportive women can make the journey less lonely and more inspiring. Joining groups like Future Females or participating in business accelerators for female entrepreneurs can provide invaluable support. I'm currently part of a business accelerator for female entrepreneurs in the circular economy run by the Future Females and sponsored by the Ministry of Finland. I've met inspiring women who have championed my journey and supported me along the way.
Embrace grit and determination: There will be many days when you feel like giving up and returning to a corporate salary. It takes serious guts to keep pushing forward. Many give up just before reaching success, but the lessons you learn along the way are invaluable in shaping a rewarding future. Stay committed to your vision and remember that persistence often separates those who succeed from those who don’t.
Find out more:
Email: hello@its-enough.com
Website: http://www.its-enough.com
Facebook: http://www.facebook.com/enough.beautyhealth
Instagram: http://www.instagram.com/enough.beautyhealth
Why LoA loves it…
As the beauty industry looks to become more sustainable, it’s great to see Africa’s women beauty brand builders putting a responsible approach to the environment at the heart of their businesses. Ginette Blackbeard is doing just that with ENOUGH, her upcycling focused beauty brand. Her passion for promoting a circularity approach to business in the beauty industry is to be applauded, and it will be good to follow this brand as it builds both it’s reputation and its impact over the coming years. — Melanie Hawken, founder & ceo, Lionesses of Africa