Making up for a gap in the beauty market

Published Jan 31, 2017

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TWO uMhlanga sisters who are passionate about making women feel beautiful are taking the make-up industry by storm.

Dilnaaz Omar, 26 and Raeesa Omar, 22, are the brains behind Dupe Factorie, a concept that involves bringing duplicates of high-end make-up products to the local market at an affordable price.

The sisters, who completed their schooling at Danville Park Girls’ High School, believe they were destined to be entrepreneurs despite their family wanting them to become professionals.

Applying the product... the Dupe Factorie is a make-up company produces a range of quality products available for retail and to the public. Pictures: NQOBILE MBONAMBI

“Our products are generics of make-up brands not available to South Africans but which work just as well and are affordable. We target make-up lovers, artists and students as well as those who battle to find affordable beauty products to expand their kits,” said Dilnaaz.

She said the brand kept up to date with the latest trends and strived to bring in new products from around the world. This included shimmery and neon-coloured unicorn brushes to Harry Potter-style brushes that looked like mini-wands.

Their business was previously run from a pop-up store at 8 Morrison Street and online. Demand has increased so dramatically that they are opening on Lillian Ngoyi (Windermere) Road in March.

“Our studio will consist of five fully equipped make-up stations and we will give young graduates straight out of make-up school the chance to rent these at a low fee,” Dilnaaz said.

Dupe Factorie was initially a dream of elder sister Dilnaaz. After working in a store at La Lucia Mall, she developed a passion for business.

“I went to university to study accounting science but didn’t enjoy it. I found it boring and so left university to travel and teach English,” she said.

In 2014 in Turkey, she met the man she married and they moved to South Africa. When she returned, she wanted to start a business and the first thing she thought of was creating an affordable, quality make-up brand. She then roped in her sister.

“The most challenging part was convincing my dad it would work. He knows nothing about make-up He lent us the capital and now can’t believe how successful it has become in such a short time,” said Dilnaaz.

Most of their products are made in a lab in Hong Kong and are not tested on animals, and a small range is locally produced. The sisters will soon visit the lab, where they will post online videos and posts for clients to see.

The sisters, who are passionate about make-up with their product branding.

“We are taking on a second store in Joburg this year and have plans for a Cape Town store in 2018. The brand has become recognised thanks to our presence on social media,” said Dilnaaz.

“We have more than 8000 followers on Instagram and get queries every day as well as online orders. We hope to grow the Dupe Factorie trademark and develop as an industry leader.”

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