Sweet as Huneyyy: Maria Masiu’s got the wellness market buzzing

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Masiu is right on the money, especially as the brand grows in an expanding market.

According to Mordor Intelligence, South Africa’s cosmetics and personal care market is expected to reach $4.2bn in 2026 and $5.58bn by 2031, at a 5.84% CAGR over 2026-2031.

The market research company says a growing middle-class population and rising disposable incomes are driving adoption of premium and natural products, which are gaining popularity for their perceived health and environmental benefits.

It also says global beauty trends, including demand for organic and cruelty-free products, are shaping consumer preferences in South Africa.

She’s meeting customers where they are, with that demand in mind.

The brand’s current honey-infused hair care products are available for nationwide delivery on its website and social media platforms, including Facebook, Instagram, and TikTok.

Masiu is also working to expand the brand, boost production capacity, and create jobs.

She recently spoke to Bizcommunity about the challenges of building a township business, how the private sector can step in, and product development.

Tell us more about Huneyyy.

Huneyyy is a South African wellness and personal care brand that transforms natural ingredients, especially honey, into products that support everyday self-care.

Our current range includes honey-infused hair care products, such as hair oil, hair butter, hair moisturiser, hair spray and hairline treatment.

Our vision is to make wellness accessible, convenient and affordable while celebrating the versatility of natural ingredients.

We believe self-care goes beyond beauty; it is about caring for yourself from the inside out.

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Why did you pursue entrepreneurship in personal care and wellness?

Entrepreneurship has always been part of my life. I grew up in a family of entrepreneurs, with both my parents running businesses, and I developed a passion for business from a young age.

My journey into personal care began with my interest in natural ingredients and the potential of honey.

I realised that honey could be used for much more than what we traditionally know it for. I wanted to explore that potential and versatility by creating products that solve everyday needs.

For me, entrepreneurship is not only about building a profitable business.

It is also about solving problems, creating value and eventually creating opportunities for other people.

What challenges have you faced in scaling your business in product development, manufacturing, distribution, and brand positioning?

One of the biggest challenges has been balancing product development with the resources needed to grow.

Developing products requires research, testing, quality control, suitable packaging and consistency.

Scaling manufacturing also requires equipment, production space and capital to increase output without compromising quality.

Distribution and brand positioning have their own challenges.

As a growing brand, we must build consumer trust, increase visibility, and compete with established brands while working within a small business’s limitations.

These challenges have taught me that growing a brand requires more than having a good product.

It requires the right systems, strategic partnerships, investment and a clear understanding of the market.

Our focus is to build Huneyyy sustainably while remaining committed to quality and our vision.

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How can township entrepreneurs build brands for wider markets?

I believe township entrepreneurs must recognise that where a business starts does not determine how far it can go. We must focus on quality, innovation, consistency, and understanding our customers’ needs.

It is also important to invest in professional branding, attractive packaging, digital marketing and reliable distribution channels.

Customers need to trust the product, regardless of where the business originates.

Another opportunity lies in collaboration.

Entrepreneurs can work together to share knowledge, access resources, and reach new markets.

We should also look beyond selling raw materials and explore ways to transform them into finished products that create greater value.

For example, honey can move beyond the jar into personal care and wellness products.

This creates opportunities not only for manufacturers but also for farmers, suppliers, packaging businesses and distributors.

That is how we can build stronger local value chains.

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How do you develop your products?

Our product development process begins with identifying a need and exploring how suitable ingredients can help address it.

Honey is central to our brand because of its versatility and its applications across different product categories.

From there, we explore formulations, ingredient compatibility, product performance, packaging and the overall customer experience.

We also consider product stability, safety and quality to ensure that our products are suitable for their intended use.

I am personally involved in the manufacturing process, which has helped me understand the practical side of turning an idea into a finished product.

As we grow, we want to strengthen our testing and quality-control processes while continuing to explore responsibly sourced natural ingredients, including African botanicals.

Our goal is to create products that fit naturally into people’s everyday routines without making exaggerated claims about what they can achieve.

What do small businesses need to grow? How can the private sector help?

Small businesses need access to funding, markets, manufacturing infrastructure, business development support and mentorship.

Access to finance matters because a business may have a promising product and a clear vision but lack the resources to increase production or reach a wider market.

The private sector can make a meaningful difference by creating opportunities for small businesses to supply larger organisations, offering practical mentorship, supporting local manufacturing and providing access to distribution networks.

For Huneyyy, support would help us increase production capacity, access suitable commercial manufacturing space, strengthen our marketing and expand our product range.

In the long term, we want our growth to create jobs and increase participation in local manufacturing.

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What’s next for Huneyyy?

Our next step is to grow Huneyyy from a hair care-focused business into a broader wellness and personal care brand.

We are working towards expanding into body care and wellness products (Huneyyy Wellness Shots), with plans for additional collections, including baby care.

We also want to increase production capacity, reach more customers, and create jobs as the business grows.

Our long-term vision is to build a brand that shows how locally sourced ingredients can become valuable, market-ready products.

Ultimately, Huneyyy is about more than products.

It is about making everyday self-care more accessible, creating value from natural resources, and building a business that contributes positively to people’s lives and the economy.