Mihlali Ndamase’s business ventures go well beyond sponsored content. Alongside her career as a beauty creator, she launched Malakyt, an online platform connecting clients with makeup artists and beauticians, in 2021; Mihlali’s Kloset, a resale of her pre-owned designer clothing, in 2023; and she co-founded the Siyasizana Foundation with Dineo Nono.
Quick facts: Mihlali Ndamase’s ventures
| Venture | What it is | Launched | Source |
|---|---|---|---|
| Malakyt | Online platform connecting clients with makeup artists and beauticians | October 2021 | Glamour SA |
| Mihlali’s Kloset | Instagram resale of her pre-owned designer clothing | November 2023 | Briefly; Wikipedia |
| Siyasizana Foundation | Foundation co-founded with Dineo Nono | Not stated in our sources | Wikipedia; IOL |
Malakyt: turning beauty expertise into a platform
Mihlali built her name on makeup. She launched her YouTube channel in 2016 and, by 2019, had been named Best Beauty Influencer at the Cosmopolitan SA Influencer Awards, according to Wikipedia. So it made sense that her first major venture would sit in the same world.
Malakyt, launched in October 2021, is an online platform that connects clients with makeup artists and beauticians, Glamour SA reported. Rather than selling a product with her name on it, the idea addresses a practical problem anyone who has booked glam for an event will recognise: finding a skilled professional you can trust, at the right time.
It is a model that leans on what Mihlali knows best. Years of reviewing products and working with artists gave her a clear view of how clients choose beauty services, and of how much they value someone else’s recommendation.
Mihlali’s Kloset: a closet clear-out with a business model
In November 2023, Mihlali opened Mihlali’s Kloset, an Instagram store selling pieces from her own designer wardrobe. She explained the reason plainly: “Being a lover of fashion, I tend to shop often, which has left me with no closet space!” she said, as reported by Briefly.
The business works because her audience already follows her style. Resale turns that interest into something tangible: a chance to own a piece fans have seen her wear. For buyers, a pre-loved designer piece with a story attached can be a considered choice rather than a compromise.
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The Siyasizana Foundation
Mihlali co-founded the Siyasizana Foundation with Dineo Nono, according to Wikipedia and an IOL profile from 2018. “Siyasizana” is an isiXhosa and isiZulu word often translated as “we help each other”, which captures the spirit of a project built on giving back.
What is Mihlali Ndamase’s business philosophy?
Mihlali has been open about what she thinks it takes to build a brand. Speaking to Top Business Women in 2021, her advice to young entrepreneurs was: “Be consistent; people will forget about you if you’re not.” She added: “Identify the core of your brand, and move forward keeping the end goal in mind.”
Look at her ventures through that lens and a pattern appears. Each one grows out of the core of her brand, beauty and fashion, instead of chasing an unrelated trend. Malakyt serves the beauty community she came from. The Kloset turns her personal style into stock. The recognition followed: she was named in the Forbes Africa 30 Under 30 class of 2021, and told The Herald that “it just goes to show your dreams are valid”.
Three lessons for anyone building a beauty brand
- Start from what you already know. Malakyt came from years inside the makeup world. Expertise you have earned is easier to turn into trust.
- Consistency beats a single big moment. As Mihlali put it, people forget you if you are not consistent. Regular, reliable quality is what keeps clients returning.
- Your audience will tell you what to sell. The Kloset worked because followers already wanted her wardrobe. Listening to what people ask for is market research.
These lessons echo across South African beauty. The San Hair, the sister brand behind The Penthouse, grew from a business run out of the boot of a car into an award-winning company, FASA reported in 2025.
Mihlali and The Penthouse
Mihlali has been part of The Penthouse Beauty Studio story from the start. Ahead of the launch at The Marc in Sandton, she invited her followers in an Instagram reel: “Join us at The Penthouse, at the Marc in Sandton this Saturday, 5th of October 11am for @thesanhd new store launch”. You can read more about her path in our article on Mihlali Ndamase’s journey from Kokstad to Forbes Africa, and about the studio itself in the story of The Penthouse by The San HD.
If her approach inspires you to invest in your own look, see the installs and glam our stylists have created in our work, or treat yourself to regular care with our monthly bundles and rewards.
Mihlali’s businesses show that a beauty brand can grow into much more than content when it stays true to its core. If you would like a look of your own for a shoot, launch or event, book full glam on Fresha or message our team on WhatsApp.
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Frequently asked questions
What is Malakyt?
Malakyt is an online platform founded by Mihlali Ndamase that connects clients with makeup artists and beauticians. It launched in October 2021, as reported by Glamour SA. The venture draws on her background as a beauty creator and focuses on helping people find beauty professionals for their needs.
What is Mihlali's Kloset?
Mihlali's Kloset is an Instagram-based resale business where Mihlali sells pre-owned pieces from her own designer wardrobe. She launched it in November 2023, explaining to her followers that her love of shopping had left her with no closet space. It gives fans a way to own clothes from her personal collection.
Who co-founded the Siyasizana Foundation with Mihlali Ndamase?
Mihlali co-founded the Siyasizana Foundation with Dineo Nono, according to Wikipedia and a 2018 profile by IOL. The foundation sits alongside her other ventures, Malakyt and Mihlali's Kloset, as one of several projects she has built in addition to her career as a beauty content creator and influencer.
What business advice has Mihlali Ndamase given?
In a 2021 interview with Top Business Women, Mihlali told young entrepreneurs to be consistent, warning that people will forget you if you are not. She also advised identifying the core of your brand and moving forward with the end goal in mind, an approach reflected in her beauty and fashion ventures.
Is Mihlali Ndamase connected to The Penthouse Beauty Studio?
Yes. Mihlali promoted the launch of The Penthouse at The Marc in Sandton on 5 October 2024, inviting her Instagram followers to the store launch. She has also credited The Penthouse and The San HD for hair and glam in several of her own Instagram posts.
Sources
- Glamour SA — Mihlali launches new business venture
- Briefly — Mihlali Ndamase starts business venture selling clothes online
- Wikipedia — Mihlali Ndamase
- IOL — It's Mihlali Ndamase's time
- Top Business Women — 'Be consistent': Mihlali Ndamase on creating relatable content
- The Herald — 'It just goes to show your dreams are valid': Mihlali N on making the Forbes 30 Under 30 list
- FASA — The San Hair wins Medium Business Entrepreneur of the Year
- Instagram — @mihlalii_n, The Penthouse launch invitation
Written by The Penthouse Beauty Studio team at The Marc, 129 Rivonia Rd, Sandown, Sandton. Prices are in rand, include VAT and were correct at the time of publishing.
