From fashion to sustainability: How a young woman is making eco-friendly beauty and fashion her mission

As more people around the world become increasingly conscious of the impact their choices have on the environment, 38-year-old entrepreneur Tshegofatso Maotoe from Mabopane, Pretoria, is proving that looking good does not have to come at the expense of the planet.

The fashion design graduate and founder of Tenacious Organics grew up in the townships with a love for fashion and looking good. But beyond aesthetics, she says she has always wanted to create clothing with purpose.

A graduate of the University of Johannesburg, Maotoe says studying fashion was not simply about learning how to make clothes, but about understanding the role fashion plays in society.

“Besides my love for style, fashion to me has always been a reflection of where society is. What we wear, how we wear it, and why we wear it. Studying fashion was therefore more of a discovery for me. I wanted to understand its evolution and how it impacts our daily lives.”

Her journey into sustainable fashion, however, did not happen overnight.

After graduating, Maotoe started out much like many young entrepreneurs, creating beautiful garments for customers in her hometown and surrounding areas. She soon became the go-to designer for wedding dresses, graduation outfits and alterations.

When Covid-19 hit, the fashion industry, like many other sectors, was forced to change.

“Suddenly the world started thinking twice before paying for anything, and people also became much more health conscious,” she says.

The disruption prompted Maotoe to take a closer look at her business and, more importantly, why she had studied fashion in the first place.

“This inspired me to rethink how I was doing business and the original reason why I had studied fashion. I started researching how my brand could have a greater impact, and that is when I discovered the dangers we had unknowingly been exposed to for years through wearing synthetic materials. I decided to switch to natural fibres and, more importantly, to educate my customers about them.”

That decision marked the beginning of a new chapter for Tenacious Organics, which now focuses on sustainable, eco-friendly fashion.

The transition was not without its challenges. Maotoe says changing her business model came at a significant financial cost.

“We lost a lot of money and ultimately had to close down a studio east of Pretoria. It was a difficult period, but it also taught me that changing the way you do business requires patience, education and resilience.”

The entrepreneur, who describes herself as curious and relentless, believes conscious fashion starts with responsible shopping.

“For me, it means making a decision that is good for your health, good for the planet and good for animals.”

One of the materials she champions is ramie linen, a plant-based and biodegradable fibre that she says offers strength, quality and durability.

Tenacious Organics also uses the zero-waste method when designing and cutting its garments.

“We draft our patterns in a way that saves material when we cut. This is called the zero-waste method, and it means we don’t end up throwing away large amounts of unnecessary off-cuts,” she explains.

Maotoe says South African consumers are slowly becoming more receptive to sustainable fashion, although affordable and easily accessible alternatives remain a major competitor.

Skincare range

Her sustainability journey has also extended beyond clothing and into beauty.

The idea for her organic skincare products was born from her own struggles with her skin and her search for gentler alternatives.

“I learned that your skin is alive and absorbs what you put on it. So my philosophy became, if you can’t eat it, don’t put it on your skin.”

Through Tenacious Organics, she focuses on plant-based ingredients and avoids ingredients such as BPA and phthalates, while also considering the environmental and ethical impact of cosmetics.

“We advocate for essential oils, plant-based ingredients, and chemical-free and animal-free extracts,” she says.

Maotoe says creating her own products helped her address issues including acne and dark spots, further strengthening her belief that consumers need to be more conscious of what they put on their bodies.

For her, sustainability does not mean sacrificing style.

“You can look great and still make responsible decisions.”

Like many entrepreneurs, Maotoe’s journey has also been marked by challenges, including funding difficulties and red tape. But she says these experiences have taught her some important lessons about building a business.

Her five non-negotiables are simple: never give up, pivot when necessary, change, grow and be prepared to start over.

“Entrepreneurship requires you to be adaptable,” she says.

And for anyone looking for certainty before taking the leap, she has one final warning: “If you’re looking for guarantees, don’t pursue entrepreneurship. There are no guarantees.”

Women supporting women through shared skills and opportunity

As South Africa celebrates Women’s Month, Maotoe believes one of women’s greatest strengths is their ability to take risks, learn from failure and keep moving forward. But for her, empowering women also means creating opportunities for women of different generations to learn from and support one another.

She believes there are valuable lessons to be learned from those who have walked the path before us, particularly older women who have spent years developing skills and expertise.

“We regularly partner with older women in my community who have years of seamstress experience, outsourcing services from them such as adding finishes to our garments or helping with larger orders that require higher units,” she says.

For Maotoe, this is about more than simply supporting her business. By creating opportunities for these women to use their skills and earn an income, she is also helping to address some of the financial challenges they face while strengthening the community around her.

She believes that when women share their knowledge, skills and opportunities with one another, the benefits extend far beyond individual businesses. It creates a cycle where experience is passed down, younger women are empowered, and older women continue to play an important role in building the next generation.

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