Pascale Avenvuka Mbu-Letang is a Jim Leech Mastercard Foundation Fellowship alumnus, program coach, and the founder of Sabaoth General Trading. Sabaoth General Trading specializes in utilizing ancestral African hair techniques to offer affordable, organic, and nutritious hair care products to South Africa.
Her first product, SGT Hair Butter, is an organic nutritional product made with African oils, designed to be healthy for both hair and skin. Sabaoth General Trading offers beauty products that are safe for people of all ages and gentle on the environment.
Pascale first saw a need for her product when she was taking care of her daughter's type four kinky hair, and sensitive skin. 鈥淚 quickly became frustrated because it was so difficult to find affordable, organic, and nutritious hair care products in South Africa, a challenge that affects many children in Cape Town alone,鈥 Pascale said.
Since completing the fellowship in 2022, Pascale has gained over 100 new customers, ran more than five workshops attended by over fifty participants, and received many heartfelt testimonials from customers.
鈥淎fter you worked on my hair, I learned many basic things, I understood that taking care of my hair was not a complex task, I just needed to know what was and was not good for my hair,鈥 one customer shared after an interactive workshop.
Pascale has also competed in a natural and organic product expo, and shipped products to France and the US, receiving positive feedback in both countries. 鈥淭he fellowship gave me confidence and clarity. I now know I鈥檓 adding real value in this space,鈥 Pascale said.
During the fellowship, Pascale learned to expand her network, and listen to her customers, ensuring she is developing a product that meets their needs. 鈥淲hen people see the value, they don鈥檛 hesitate to pay for quality,鈥 Pascale shared.
Sabaoth General Trading has made a profound impact on its community. By creating a product that is safe, organic, accessible, and helps women feel good, Pascale and Sabaoth General Trading is directly supporting the United Nations Sustainable Development Goal (SDG) five; to promote good health and wellbeing. Further, by practicing responsible consumption and production, as well as being environmentally friendly, Sabaoth general trading contributes to SDG eight and twelve; creating decent work and protecting the environment.
鈥淔or me, contributing to the UN SDGs is important because it aligns my business with a greater purpose beyond profit,鈥 Pascale shared.
Pascale hopes that Sabaoth General Trading will help African women feel proud of their natural hair. 鈥淚 want to see African children鈥檚 hair well cared for and celebrated rather than altered or hidden,鈥 Pascale said.
Despite her success, Pascale is not done developing Sabaoth General Trading. Next up, she is looking at gaining visibility, growing her social media presence, and getting the product formally tested to expand her reach and credibility.
Pascale鈥檚 journey is a testament to locally driven innovation and entrepreneurship. Through Sabaoth General Trading, she is transforming the haircare industry in South Africa, challenging beauty norms, empowering women, and uplifting communities. The DDQIC is excited to see what鈥檚 next for Pascale and Sabaoth General Trading.
