Startup Story
Nonkululeko Williams is the founder and CEO of Luminous Era, a South Africa-based skincare brand dedicated to addressing the unique skincare needs of individuals with diverse skin tones, focusing on effective solutions for issues such as sunburn, aging, hyperpigmentation, and uneven skin tone. Her vision is to expand the brand internationally and tap into the pan-African market. With over six years of entrepreneurial experience, Nonkululeko has dedicated herself to researching the skincare industry, identifying her target market, and honing in on her passion and niche.
In the past six months, she has focused on developing effective sun protection products that cater to the unique needs of her community. This journey has been transformative, and she is excited about the positive impact she continues to make through entrepreneurship. The brand’s flagship product is an SPF 30 sunscreen in a 45ml size.
LoA spoke to founder Nonkululeko Williams about her passion for the skincare industry and her vision for the future of her business
What does your company do?
Luminous Era is a skincare brand dedicated to providing high-quality, natural products specifically designed for melanin-rich skin. The company addresses the unique skincare needs of individuals with diverse skin tones, focusing on effective solutions for issues such as sunburn, aging, hyperpigmentation, and uneven skin tone.
Our flagship product, the SPF 30 sunscreen, offers broad-spectrum protection against harmful UVA and UVB rays without leaving a white cast, making it ideal for darker skin tones. We prioritize sustainability by using eco-friendly ingredients and packaging, aiming to promote a healthier beauty industry.
At Luminous Era, we believe in empowering our customers to feel confident in their skin. Our mission is to celebrate the beauty of melanin-rich skin while providing effective skincare solutions that enhance natural beauty and promote healthy, radiant skin for all.
“At Luminous Era, we believe in empowering our customers to feel confident in their skin. Our mission is to celebrate the beauty of melanin-rich skin while providing effective skincare solutions that enhance natural beauty and promote healthy, radiant skin for all.”
What inspired you to start your company?
The inspiration to start Luminous Era stems from my personal connection to the challenges faced by individuals with melanin-rich skin. As an outdoor enthusiast, I was introduced to SPF early in my childhood, but I didn’t fully grasp its importance; I only applied it when outdoors, while those around me often questioned my sunscreen use, believing "black don't crack." This highlighted a significant gap in skincare education and awareness.
Having experienced issues like hyperpigmentation and uneven skin tone, I was motivated to create Luminous Era, a brand that offers effective solutions tailored for diverse skin types. Our mission is to raise awareness about the importance of sun protection while celebrating the beauty of all skin tones.
By providing high-quality, eco-friendly products and fostering a community focused on self-care and empowerment, I aim to inspire others to embrace their natural beauty and prioritize their skin health.
What makes your business, service or product special?
Luminous Era distinguishes itself in the skincare market with three standout features:
Tailored for Melanin-Rich Skin: Our SPF 30 sunscreen is specifically formulated to meet the unique needs of individuals with melanin-rich skin. It effectively protects against sun damage while preventing hyperpigmentation, ageing, and promoting an even skin tone, addressing concerns often overlooked by mainstream brands.
No White Cast or Greasy Residue: Unlike many sunscreens that leave a white cast, our lightweight formula absorbs seamlessly into the skin, ensuring a natural finish. This allows users to feel confident and comfortable without compromising on protection.
Eco-Friendly Packaging: We are committed to sustainability, using recyclable packaging that minimizes environmental impact. Our containers are designed to be both functional and aesthetically pleasing, reflecting our dedication to eco-conscious practices. By prioritizing sustainable materials, we align with the values of health-conscious consumers who seek environmentally responsible options.
“By providing high-quality, eco-friendly products and fostering a community focused on self-care and empowerment, I aim to inspire others to embrace their natural beauty and prioritize their skin health.”
Tell us a little about your team
I am fortunate to have an amazing and dedicated team at Luminous Era, composed of talented professionals across various fields. Our team includes experts in manufacturing, marketing, IT, strategic planning, and finance, all of whom play a crucial role in driving our mission forward. Despite working remotely, we maintain a strong sense of collaboration and support. Each team member brings unique skills and perspectives, which enrich our decision-making processes and enhance our product offerings. This diverse expertise allows us to effectively address the specific needs of our customers and adapt to the ever-evolving skincare market.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I began my entrepreneurship journey in 2018 when I was retrenched from my job at an interior design company. Facing uncertainty, I noticed our suppliers struggling as we hit rock bottom, and I saw an opportunity: to start my own company and collaborate with them. This decision sparked a six-year journey where I learned the ins and outs of running a business.
Fast forward to today, that experience has led me to my true passion; Luminous Era, a skincare brand specifically formulated for melanin-rich skin. Over the past six months, I've dedicated myself to creating effective sun protection that addresses the unique needs of our community. This journey has been transformative, and I’m excited to continue making a positive impact through entrepreneurship.
“The most satisfying aspect of being an entrepreneur for me is the opportunity to make a meaningful impact in people’s lives. Knowing that my work with Luminous Era helps individuals with melanin-rich skin find effective skincare solutions brings me immense joy and fulfillment.”
What are your future plans and aspirations for your company?
Luminous Era's next milestone is to establish retail partnerships to expand our market reach within the year. Based on our feasibility study, we plan to grow our product range by introducing a men's line, a kids' range, larger sizes beyond the current 45ml, and an SPF 50 option to meet customer demand.
What gives you the most satisfaction being an entrepreneur?
The most satisfying aspect of being an entrepreneur for me is the opportunity to make a meaningful impact in people’s lives. Knowing that my work with Luminous Era helps individuals with melanin-rich skin find effective skincare solutions brings me immense joy and fulfillment.
I take great pride in addressing the unique needs of our community, particularly when it comes to sun protection and promoting skin health. Seeing customers embrace their natural beauty and feel confident in their skin because of our products is incredibly rewarding.
Additionally, the journey of entrepreneurship allows me to continuously learn and grow, both personally and professionally. Collaborating with my talented team and overcoming challenges together fosters a sense of friendship and shared purpose. Ultimately, it is the combination of making a positive difference and growing alongside my team that gives me the greatest satisfaction as an entrepreneur.
What's the biggest piece of advice you can give to other women looking to start-up?
The biggest piece of advice I can give to other women looking to start a business is to believe in yourself and your vision. Confidence is key; if you don’t take yourself seriously, others won’t either.
Surround yourself with a supportive network of fellow entrepreneurs and mentors who understand the unique challenges you may face. This network can provide invaluable guidance, encouragement, and opportunities.
It's also important to remember that it’s perfectly okay to start over as many times as you need until you find your true passion. Don’t be afraid to pivot if something isn’t working; flexibility can lead you to unexpected and rewarding paths.
Don’t hesitate to promote yourself as a woman business owner. Share your story and what drives you; consumers are eager to support women-led businesses.
Focus on building a strong foundation for your business and be strategic in your planning.
Remember that resilience is essential. There will be challenges along the way, but using setbacks as learning experiences will help you grow. Stay persistent, keep pushing forward, and always strive for excellence in everything you do.
Find out more
Email: info@luminousera.com
Website: http://www.luminousera.com
Instagram: https://www.instagram.com/luminous_era_cosmetics/?hl=en
Why LoA loves it…
Finding your niche in business and identifying a sizeable market need are two key pillars of business success. For Nonkululeko Williams, she found both in the skincare industry. Today, her Luminous Era skincare brand is providing high-quality, natural products specifically designed for melanin-rich skin. The company addresses the unique skincare needs of individuals with diverse skin tones, focusing on effective solutions for issues such as sunburn, aging, hyperpigmentation, and uneven skin tone. With her brand’s flagship product, an SPF 30 sunscreen, she is sure to attract a wealth of customers to her brand and its philosophy. Definitely a business and brand to watch this year! — Melanie Hawken, founder & ceo, Lionesses of Africa