From the ashes of adversity to lipstick love
Neo Molema’s journey into beauty didn’t start in a boardroom or a lab; it began with pain.
As a little girl, Molema was often mocked for her full, pale lips, a result of low iron levels. This slight anomaly in her appearance meant she found herself at the mercy of cruel schoolyard bullies, hungry to signal out anyone they perceived as different.
It didn’t help that she grew up in a family of classically beautiful women – a constant reminder she didn’t quite fit the mold!
That same, slightly timid girl from Kanye has grown into a successful businesswoman, confident and comfortable in her own skin.
The 40-year-old is the founder of ‘NeoBeauty’, a bold new lipstick created not in spite of her lips, but because of them.
“I was always the odd one out,” Molema recalls.
“People compared me to my sisters and cousins, and I always felt like I didn’t measure up. But I pushed back. I entered beauty pageants just to prove everyone wrong, and I’d win, every time,” she tells Voice Money.
This early taste of triumph, fuelled by a desire to defy expectations, laid the groundwork for her future entrepreneurial spirit.
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However, it wasn’t until university that the narrative truly began to shift.
Surrounded by a wider world, Neo noticed something striking: people were paying for lip fillers and enhancements, chasing the very feature she had been shamed for.
That’s when she had her lightbulb moment: maybe her lips weren’t a flaw. Maybe they were a gift, a unique characteristic that set her apart.
Her love for lip products wasn’t new. She fondly remembers wanting berry-flavored lip-gloss as a child, a luxury she couldn’t afford.
Even then, hypnotized by Maybelline adverts on TV, she quietly dreamed of one day launching her own lipstick brand.
In July, after two painstaking years perfecting the formula, this childhood vision became a reality as Malome officially launched ‘NeoBeauty’.
“Funding the business was a true family affair. There were no investors or big funders behind the scenes, just sacrifice, shared savings and the unwavering support from my household and husband.
“I started researching everything. What makes a good lipstick? What is safe? What lasts? I reached out to global manufacturers, studied formulas, asked questions, and insisted on something vegan, hypoallergenic, and long-lasting. I wasn’t going to settle for anything less than perfection,” she reveals.
Molema eventually partnered with a reputable manufacturer known for working with major international brands, a testament to her high standards. Together, they developed a formula that ticked all her boxes and more.
“It had to be bold, beautiful, but also safe,” she emphasises.
“I wanted every woman who wears it to feel like it was made with them in mind, to feel truly confident and seen.”
Naming the brand came naturally.
Molema already runs a marketing agency called NeoMarketing – ‘Neo’ meaning ‘new’. NeoBeauty represents a seamless continuation of the same vision, built on the powerful idea of redefining and reclaiming beauty on her own terms. It was a statement of fresh beginnings and a personal revolution.
A month after its birth, the brand has already found a home on local shelves across Gaborone.
NeoBeauty lipsticks are currently available at: Metromen in Peelo Place, Single Fabstarz at Sarona Mall, Fair Aisle in Masa Center, and Wiona & Co at the Craft Market in Broadhurst.
Based on the positive early feedback, with customers praising the product’s quality, finish, and wearability, Molema is in talks to secure shelf space in Francistown and Palapye.
At the moment, the product range is limited to the Mmala Collection, a matte liquid lip colour that comes in four shades and sells for P225 a lipstick.
“We are working on more ranges of lip products. Our biggest hurdle right now is moving stock fast enough. It’s a tough market, but we’re learning and growing with every sale and every piece of feedback,” admits Molema, highlighting the realities of building a business from the ground up in a competitive industry.
But NeoBeauty is more than just a lipstick line, it’s a powerful message.
“This brand is a platform. It’s a space where we can talk about real women’s issues, self-worth, beauty standards, bullying, identity. I know what it feels like to be told you’re not good enough, to feel like you don’t belong. Through this brand, I want to affirm that you are good enough, that you are beautiful, that you are worthy.”
Her long-term goal is to grow the range, beginning with glosses, lip liners, and lip primers, expanding the lip-focused offerings.
Skincare might follow later, but she insists she’ll only expand when the quality meets her exacting standards.
“If I go into skincare, it has to be perfect. Nothing less,” she states.
In five years, she envisions NeoBeauty in shops across the continent, in major retailers like Clicks, Edgars, and beyond.
“We’re ready to take up space in Africa. Botswana has the creativity and the voice, we just have to believe that we belong in those rooms, that our products can stand alongside global brands!” she declares.
Reflecting on her journey, the entrepreneur says her proudest moment isn’t just seeing her products on the shelves, though that is undoubtedly a significant milestone.
It’s the fact that she followed through, transforming a deeply personal dream into a distinct reality.
“It’s been years of dreaming and planning, and now it is real. That’s what I’m most proud of. I didn’t give up.”
To any young girls out there who may be going through a similar experience to the one she endured, feeling self-conscious or out of place, Molema has a heartfelt message.
“Believe in yourself. No one has the power to define you but you. Your unique qualities are your strengths,” she urges.
And if Molema could speak to the shy young girl she once was, she’d simply say, “Relax, girl. You’re beautiful. One day, those very lips are going to change the game. They’re going to be the inspiration behind something incredible!”
