RA A GHOOR, 22

Creative director and founder: s iitch eauty

abia hoor is the founder of swiitchbeauty, a South African makeup and beauty brand Since its founding, swiitchbeauty has accelerated in growth, with hoor most recently winning the Forbes oman Africa oung Achievers award in 2 21 saw a gap in the South African market for a local beauty brand harnessing the power of social media to connect with its consumer and so swiitch was born, explains hoor hoor believes in listening to the consumer and tailoring her products to them, and not compromising on integrity or quality Social media has been a major asset to swiitchbeauty Social media is not a marketing tool —it’s a storytelling tool, she says ontent is much more to do with saying something than selling something hoor is driven by the swiitchbeauty community and support from her family She hopes that the South African makeup and beauty market expands