From humble beginnings in Alexandria (Marite), Bushbuckridge, Goodness Mokoena Mlimi is building more than just a beauty brand — she is creating hope, confidence, and opportunity for her community.

Born and raised in Mpumalanga, Goodness discovered her passion for beauty at the age of 21. Her skills in hairstyling, haircutting, nail care, and make-up quickly became more than just a hobby. “I realised my talent could open doors for me and for others,” she recalls.

In 2022, she officially registered her company, GM Beauty Care (Pty) Ltd, determined to turn her passion into a sustainable business. Like many entrepreneurs, her journey was far from easy.

“When I started, I didn’t have enough customers, so I began selling cosmetics and cleaning products from other companies,” she explains. “That kept me going until I found the opportunity to start manufacturing my own products in 2023.”

Operating from her home, Goodness began experimenting with her own range of perfumes, foam baths, dishwashing liquids, and fabric softeners. The process came with challenges. “My first products didn’t come out right. I lost money trying again and again. It was only on the third attempt that everything came out perfectly,” she says proudly.

What kept her going was a greater vision — to create jobs and empower others in Bushbuckridge. “I didn’t give up because I want to see people, especially women, earning their own income. It hurts me to see others suffering while there are opportunities we can create for ourselves,” she says.

Goodness believes that empowerment can change lives and reduce social issues such as gender-based violence and crime. “When people have something to do and earn their own money, they live with dignity. It’s painful, especially for women, to depend on others for basic needs. That’s why I encourage everyone to start small and grow from there.”

Her business model reflects that belief. She sells her products to others at a wholesale price so that they can resell them and make a profit. “I don’t make much from it, but I know I’m saving lives and giving hope. We are proud of what we’re doing because we hurt no one — we are building together.”

Despite her determination, Goodness continues to face major challenges. “At the moment, I don’t have the proper machinery or a delivery vehicle, and my products still need to go through professional testing,” she explains. “But I’m not discouraged. Every day I learn something new, and I keep moving forward.”

Her message to others is simple but powerful: “While you’re waiting for a job, start selling something. Don’t wait for a big opportunity to begin — the little you have can take you far. Stop doubting yourself and use what you’ve got.”

Goodness’s business, trading as GM Health and Beauty Care (Pty) Ltd, carries a name full of meaning — GM stands for Great Moments. For her, every step forward is indeed a great moment worth celebrating.

“I dream of making GM Beauty Care a big brand that creates jobs for others,” she says. “I’m still struggling, but I’ll never lose hope. With the right support and sponsorship, I know this dream will come true.”

Through her resilience and vision, Goodness Mokoena Mlimi is proving that real beauty lies not only in appearance, but in courage, perseverance, and the will to uplift others.