Empowering Women Through Fragrance

Empowering Women Through Fragrance: A Bold Step Toward Economic Freedom

In a country grappling with high youth unemployment and growing economic inequality, innovative solutions are more important than ever. The Sense Fragrances initiative, launched through a powerful partnership between the Lulalab Foundation, Yes4Youth, and Afrika Tikkun, is stepping up to provide one such solution—by empowering young women to build their own businesses in the fragrance industry.

This entrepreneurial programme is designed to give previously disadvantaged young women across South Africa a pathway to financial independence and self-sufficiency. By offering access to high-quality fragrance and cosmetic products at discounted rates, along with a basic stipend, the initiative is helping participants kickstart their own micro-enterprises with minimal financial risk.

An Innovative Response to a Shrinking Job Market

Errol Freeman, CEO of the Lulalab Foundation, explained the motivation behind the initiative:

“The formal job market is shrinking, and corporates cannot absorb the large number of unemployed youth. We must think creatively and provide alternative, sustainable employment solutions.”

Recognising that traditional employment avenues are no longer sufficient, the initiative takes a bold step into social entrepreneurship—empowering women to serve as the drivers of their own economic success. Freeman added that although the fragrance industry is full of promise, the barrier to entry—particularly access to start-up capital—remains a major hurdle for many.

“Business doesn’t create jobs; consumers do. We must meet them where they are. The fragrance sector offers great potential, but access has always been limited by initial costs.”

Real Support, Real Impact

The Sense Fragrances programme addresses these challenges head-on. Through its strategic partnerships, it provides participants with discounted product stock and a monthly stipend, enabling them to begin earning income while learning the ropes of business ownership.

Currently, 20 women are actively participating in the programme, with plans to scale up to 200 participants over the next 12 months. These entrepreneurs are not only gaining valuable experience in marketing and sales but are also developing essential life skills, confidence, and resilience through structured mentorship.

Mentorship Meets Technology

To ensure that support is tailored and impactful, the programme uses a data-driven system powered by AI tools. This system gathers insights into participants’ socioeconomic backgrounds, cultural environments, and psychosocial needs. Based on this information, each woman is paired with a trained social worker who provides ongoing guidance, mentorship, and emotional support.

This innovative use of technology ensures that the programme does more than just equip women with products—it builds a strong foundation for long-term empowerment and success.

Looking Ahead

The Sense Fragrances initiative is more than just a business opportunity; it’s a platform for transformation. By combining entrepreneurship with social development, it creates a new model for sustainable impact—one that recognises the potential of South Africa’s young women and gives them the tools to thrive.

As the programme continues to grow, it stands as a powerful example of what can be achieved when creativity, technology, and purpose-driven partnerships come together to rewrite the future of work.

https://www.citizen.co.za/kempton-express/news-headlines/local-news/2025/04/20/initiative-empowers-young-women/