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Organic products have gained significant momentum in recent years, as more consumers seek healthier alternatives that care for both their bodies and the environment. Neo Hassen is among a growing group of innovators responding to this shift, creating skincare solutions that prioritise natural ingredients and long-term wellness.
Her brand, Hassteon Organix, has been steadily gaining attention across Johannesburg's local markets. She says through her products, she wants people to "love and be comfortable in their own natural, God-given organic skin."
Working from home alongside her younger brother, Neo handcrafts a range of products including soaps, moisturisers, and skincare essentials. Each product is made with sustainability in mind - gentle on the skin while minimising harm to the environment.
For Neo, however, the business is about more than beauty products. It is about legacy.
"When you are thinking sustainability, it's not just about the now," she explains. "You're thinking about the next generation. It's important to create something that will still serve people many years from now."
Her products are made using indigenous African plants - a deliberate decision inspired by traditional practices passed down through generations. She believes today's generation can learn valuable lessons from how the forefathers used natural resources for healing and self-care long before commercial skincare dominated the market.
Although she did not formally study cosmetic science, Neo credits passion as the driving force behind her journey. Through experimentation, research, and close listening to customer feedback, she continues to refine her products to meet consumers' needs better.
That dedication has earned her loyal supporters. One testimony that stands out to her came from a woman undergoing cancer treatment who shared how the products felt gentle and comforting on her sensitive skin during recovery.
She acknowledges that organic products often have shorter shelf lives due to the absence of harsh preservatives, but she believes their natural properties make them highly effective. Among her most popular items are moringa oil blends, coconut oil treatments, and turmeric soap, which customers praise for their nourishing properties.
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While her market remains niche, Neo says she has noticed a clear shift in consumer behaviour.
"People are becoming more health-conscious," she says. "They are choosing products that are better for themselves and for the environment."
Currently selling primarily at markets around Johannesburg, she hopes to expand beyond South Africa and introduce her proudly African brand to international audiences.
Entrepreneurship is only one part of her mission. Neo is equally passionate about community upliftment and proudly calls herself a humanitarian and philanthropist. She actively supports youth initiatives in Soweto and contributes to local charities by donating books and promoting education as a pathway out of poverty.
Her long-term vision includes strengthening township and rural economies by creating employment opportunities.
Her impact has already begun gaining recognition. Recently, she was honoured as a delegate at the Presidential Climate Commission 2025 engagement towards the G20.
Through every product she creates and every platform she occupies, Neo continues to celebrate her African identity, proudly showcasing the richness of indigenous knowledge and culture.
As her brand grows, one thing remains clear: for Neo, skincare is not just about appearance; it is about heritage, true beauty, healing, and building a future rooted in purpose.
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