Jeri Mookana on beauty, business and bringing luxury clean beauty to South Africa

Jeri Mookana launched Laud Beauty, a curated collection of luxury clean beauty brands, aimed at offering South African consumers a unique blend of conscious beauty and indulgence. The venture stems from Mookana's deep-rooted passion for organic beauty and mindful self-care, inspired by her late aunt's values. After over a decade in branding and e-commerce, Mookana decided to create a business rooted in these principles, leading to the establishment of Laud Beauty. Mookana's journey began with a personal connection to beauty that evolved into a professional pursuit. Her late aunt's appreciation for organic beauty and thoughtful self-care left a lasting impression on her. This influenced Mookana's approach to building her own brand, emphasizing the importance of intentionality and authenticity in both product selection and customer experience. Laud Beauty is designed as a destination for discerning consumers seeking more than just a retail experience. Rather than competing in the crowded beauty market, Mookana focused on curating a collection where each brand is chosen for specific reasons. She emphasizes that choice is valuable only when it is backed by informed decisions, ensuring that every product aligns with her vision of conscious beauty that remains luxurious and enjoyable. In South Africa, where the natural and clean beauty market is already well-established, Mookana identified an opportunity to offer something more refined and intentional. Through her personal consumption habits, she discovered a growing interest in independent global brands known for their distinct perspectives, innovative formulations, and meaningful purposes. These brands, which she has personally used and trusted, form the backbone of Laud Beauty's offerings. Mookana's background in brand strategy further shaped her perspective on the beauty industry. Instead of focusing solely on popularity, she prioritizes understanding the core values and motivations behind each brand. This approach ensures that Laud Beauty reflects a deeper commitment to ethical and sustainable practices. The curation process involves careful consideration of factors such as ingredient quality, sourcing methods, and production ethics, all while maintaining a focus on the brand's philosophy and integrity. For Mookana, luxury extends beyond price tags and packaging. It lies in the sensory experience of using a product, its texture, application, and overall effect on one's mood. She believes that clean beauty should not feel sterile or restrained but should instead enhance the joy of self-care. This mindset guides her in selecting products that are not only effective but also delightful to use, reinforcing the idea that luxury is an experience to be felt, not merely observed. Mookana is also critical of the widespread use of the term "clean beauty," advocating for greater consumer awareness and scrutiny. At Laud Beauty, this translates into a commitment to transparency and accountability. Consumers are encouraged to explore the origins of ingredients, the ethical standards of production, and the credibility of brand claims. By doing so, Mookana aims to foster a community of informed and engaged beauty enthusiasts who value both quality and responsibility. Her personal relationships with many of the brands featured on Laud Beauty play a crucial role in her curation process. These are not just products sourced for commercial appeal but items she has personally tested and recommends. This personal touch adds an element of trust and authenticity, making Laud Beauty more than a marketplace, it becomes a platform for meaningful connections between brands and consumers.