The Lo Down: From cosmetics model to Cosmetix mogul

Nell takes time out of her busy week being a wife and mother, driving awareness for her Cell-C girl child mentorship programme, and hosting SABC 3’s TV show Win A Home to chat to us about her thriving cosmetics brand.

“It’s really thanks to my husband that I decided to launch Cosmetix,” begins Nell. “When I met him, he was already in the beauty industry. With my own background in the beauty business, it was a perfect fit for me.” Knowing what women want, and expect, from a beauty brand helped Nell shape Cosmetix into the flourishing brand it is today. Founded in 2003, Nell began by launching Caribbean Tan. “We started with the professional range that salons used for their clients but soon realised that our consumers wanted to use this product at home, too. We are proud to now be SA’s number 1 self-tanning range.”

“Personally, I can’t live without a tan,” Nell adds. “I go for a spray tan every week and if I’m away I use the Caribbean Tan Mousse before I go to bed once a week. When I’m tanned, I feel more confident.”

The lovely Cindy Nell. Picture: Supplied

The three main brands that Cosmetix house include Caribbean Tan, Essence, and Catrice. “I’m fussy with my makeup and skincare products, so I used insights from my own experience to tailor my products for other women in South Africa,” Nell says. “With both Essence and Catrice, which are imported international brands, it was about making luxurious makeup affordable to the everyday woman.

Both brands cater to all makeup needs – from nail polish and bronzers to moisturisers and fragrances.” Because the products are so reasonably priced, women are able to experiment with new shades and makeup trends, as well as change up their look every season.

Lending their support to the former Miss South Africa’s brand is current Mrs SA, Sarah-Kate Scott and well-known personality Liezel van der Westhuizen. “We have had such great feedback from customers about our product range. Our focus is always on delivering high quality products at the lowest possible price and this model is proving very effective – soon we will be branching out into new products so keep an eye on the beauty shelves at Clicks and Dis-Chem.”

For more information about Cosmetix, follow Nell on twitter: @CindyNell.

Leigh is a beauty and lifestyle blogger. Follow her on twitter @Le1ghLo or on her blog www.Le1ghLo.com.