Lelive, the South African skincare brand founded by Swazi-born entrepreneur Amanda du-Pont, has been named a finalist in the Business of Beauty Global Awards 2025. The brand joins an elite list of 13 finalists selected from more than 100 applicants representing 17 countries across five continents.
Founded in 2020, Lelive (pronounced “leh-lee-veh” and derived from the Sesotho word meaning “of the nation” or “light”) was created with a clear purpose: to showcase Africa’s rich skincare potential through clean, effective, and accessible products. The brand blends powerful African botanicals such as marula, baobab, and rooibos with scientifically proven actives like niacinamide, peptides, and hyaluronic acid. The result is a skincare range that focuses on promoting healthy, glowing skin while staying rooted in the continent’s natural heritage.
Since launching, Lelive has experienced rapid growth within South Africa and has successfully expanded to the UK, where it has been featured in international publications including Elle and British Vogue. Its rise is grounded in a commitment to sustainability, transparency, and product efficacy, values that have resonated with consumers looking for both quality and authenticity.
The Business of Beauty Global Awards were created in 2024 to identify and support rising beauty brands and entrepreneurs who demonstrate innovation, creativity, and impact, particularly those who may not yet have the recognition or access to large-scale investment and retail networks. The awards are divided into two tracks: the Emerging Track, for brands with annual revenues under $2 million, and the Breakthrough Track, for those generating up to $10 million.
Lelive’s inclusion in this year’s finalist group highlights its strong potential and the increasing global appetite for African-born beauty brands. The judging process focused on a variety of criteria, including product innovation, business performance, and each brand’s ability to influence the future of the beauty industry.
Past winners of the awards include Conserving Beauty (Australia), D’You (India), and Fara Homidi (United States), all of which have continued to grow and gain attention after their recognition. Lelive now stands among brands considered ready to reshape global beauty standards, with its unique blend of African ingredients and forward-thinking formulations.
As the awards head toward their final announcement, Lelive’s presence in the finalist line-up affirms not only its impact in South Africa but also its growing relevance on the world stage. With a focus on simplicity, inclusivity, and results-driven skincare, Lelive is positioned as a brand to watch in the future of global beauty.
