Startup Story

Mauricia Cox is an entrepreneur and water/wastewater treatment engineer in South Africa who has witnessed at first-hand the impact of pollutants on water sources. Her company, Wellchemco, revolutionizes the beauty industry with a focus on mindful beauty and holistic wellness. Through an ethically produced range of products, Mauricia aims to inspire a cultural shift toward a more conscious approach to personal care, blending technical expertise with sustainability. Passionate about environmental stewardship, she believes entrepreneurship can drive positive change. Wellchemco reflects Mauricia's commitment to contributing positively to people and the planet, challenging beauty norms with consciousness, compassion, and intention.

LoA spoke to ethical wellness and beauty brand builder, Mauricia Cox, about her journey to becoming an entrepreneur and her vision for the future.

Tell us more about your company

Wellchemco is a wellness company dedicated to revolutionizing the beauty industry. We formulate personal care and cosmetics from clean chemicals that do not have a detrimental effect on our water sources. The company offers a range of carefully curated, ethically produced beauty, cosmetic, and personal care products and services that promote mindfulness and sustainability. Our carefully curated range of products extends beyond external routines and is centered on the 8 dimensions of wellness. Not only do we provide and formulate quality products, but we also aim to inspire a cultural shift towards a more mindful and compassionate approach to personal care and holistic wellness. Wellchemco is not just a business; it's a movement towards positive change in beauty and wellness.

What inspired you to start your company?

The inspiration behind founding Wellchemco stems from my background as a water and wastewater treatment engineer. Throughout my career, I witnessed the detrimental impact of emerging pollutants on our essential water sources. However, I am also a woman, a South African, a person of color, a member of a minority community, - a human being. I have experienced and observed the constant pressures imposed by society and social media to conform to standards of beauty and behaviour that are not only unattainable but also unsustainable. In many cases, these pressures can be detrimental to our overall well-being.

Recognizing the need for a more conscious and sustainable approach to personal care, I founded Wellchemco. The company is a platform dedicated to championing holistic wellness by integrating wellness and beauty. My mission is simple, to empower beauty from the inside out, and Wellchemco is my vehicle to inspire individuals to embrace their natural beauty with consciousness, compassion, and intention.

Why should anyone use your service or product?

Wellchemco is distinguished by its commitment to mindful beauty and holistic wellness. The company's unique philosophy to integrate wellness and beauty challenges conventional beauty standards by emphasizing consciousness, compassion, and intention in personal care. Going beyond external beauty, Wellchemco integrates the 8 dimensions of wellness into its products and services, providing a comprehensive solution that nurtures the mind, body, and spirit. What sets Wellchemco apart is its dedication to ethical production and sustainability. Carefully curated products are ethically produced and sourced from eco-friendly ingredients, reflecting a commitment to minimizing environmental impact. Founded by a civil and chemical engineer specializing in water and wastewater management, Wellchemco benefits from a rare blend of technical expertise and environmental consciousness, ensuring sustainability is a core principle.

Tell us a little about your team:

As the founder of Wellchemco, I currently serve as the sole employee of this startup. Drawing upon my background in chemical engineering, specializing in water and wastewater management, I provide a unique perspective that informs our product formulations and guides our sustainability initiatives. In addition to my technical expertise, our team includes sub-consultants such as designers and marketing professionals, all of whom represent women-owned small businesses. This strategic inclusion of diverse backgrounds in beauty, wellness, and marketing enhances our holistic approach to product development and business strategy. Our creative team, driven by a commitment to meeting high ethical and sustainability standards, ensures that our products resonate with the evolving preferences of our conscious consumer base. Collaboration and innovation are fundamental to our team ethos, particularly in our partnerships with other women-owned businesses. We prioritize open communication, creativity, and a collective dedication to our mission as we work together to revolutionize the beauty industry.

Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?

My entrepreneurial journey started off with a bad hair day! Following a home-bleaching incident that left my hair severely damaged, I sought salon treatment. However, the realization that salon chemicals conflicted with my water research encouraged a reflective shift during which I realized I was promoting change but not starting within. It was that day that I went on to formulate a scalp serum that strengthened my hair. I formulated a scalp serum using biodegradable ingredients, creating a solution that not only revived my hair but also adhered to my most valuable principles.

My passion for sustainability and a desire to make a positive impact on both people and the planet led me to the entrepreneurial path. Motivated by a commitment to address environmental challenges and redefine beauty standards, I founded Wellchemco as a wellness company that blends mindful beauty with holistic wellness.

While I do not come from a traditional entrepreneurial background, my career in engineering has instilled in me a problem-solving mindset and a deep understanding of the importance of sustainable practices. Throughout this journey, marked by innovation, resilience, and adaptability, I've created partnerships with like-minded women, reflecting a commitment to social and environmental responsibility. My vision for Wellchemco extends beyond beauty – it aims to contribute meaningfully to the wellness industry, fostering a more conscious and holistic approach to beauty and well-being. Though my entrepreneurial trajectory may differ, it embodies a steadfast dedication to effecting positive change.

What are your future plans and aspirations for your company?

My plan is a commitment to transforming the beauty and wellness industry through mindfulness, sustainability, and positive societal contributions. I aspire to expand our product line to address evolving needs in beauty and wellness while maintaining high ethical and sustainability standards. Sustainability is the core of our vision, with a focus on enhancing eco-friendly practices, from sourcing ingredients to minimizing packaging waste, setting new benchmarks for beauty and environmental consciousness in the beauty industry.

Education is a key pillar, I am to use our profits to contribute to womxn studies towards careers in STEM, involving initiatives that motivate and mentor these women. As well as aspire to contribute to the research and development of personal care and cosmetic ingredients. I aspire to reach a global audience and become a recognized name in international beauty and wellness, sharing our philosophy of conscious beauty and holistic wellness worldwide.

Collaborations with like-minded organizations, especially those led by women, will be integral to our growth, amplifying our positive impact and fostering sustainable practices.

What gives you the most satisfaction being an entrepreneur?

The most satisfying aspect of entrepreneurship for me is knowing that our products contribute not only to the external beauty and overall well-being of our customers but also solve a much bigger problem, that of polluting our already scarce water source. Integrating sustainability into every aspect of Wellchemco aligns with my commitment to environmental responsibility, providing a sense of pride in building a brand that reflects these values.

The entrepreneurial journey, marked by resilience and continuous learning, brings a unique sense of accomplishment. Overcoming challenges and adapting to the dynamic business landscape contribute to both personal and professional growth, making the journey itself a source of satisfaction. This journey provides me an opportunity to lead a movement toward inspiring change and making a lasting difference in the lives of individuals and the world at large.

What's the biggest piece of advice you can give to other women looking to start-up?

The most satisfying aspect of entrepreneurship for me is knowing that our products contribute not only to the external beauty and overall well-being of our customers but also solve a much bigger problem, that of polluting our already scarce water source. Integrating sustainability into every aspect of Wellchemco aligns with my commitment to environmental responsibility, providing a sense of pride in building a brand that reflects these values.

The entrepreneurial journey, marked by resilience and continuous learning, brings a unique sense of accomplishment. Overcoming challenges and adapting to the dynamic business landscape contribute to both personal and professional growth, making the journey itself a source of satisfaction. This journey provides me an opportunity to lead a movement toward inspiring change and making a lasting difference in the lives of individuals and the world at large.

What's the biggest piece of advice you can give to other women looking to start-up?

For aspiring women entrepreneurs, my advice is to just do it. Go for it, make it happen, just start. Always lead with authenticity and resilience. Embrace your unique perspective and experiences as this becomes a guiding force through challenges, fostering perseverance.

Resilience is the single most important trait in the entrepreneurial journey; view setbacks as opportunities to learn and grow. Surround yourself with a supportive network, and draw strength from both successes and setbacks.

Collaboration is a powerful tool. Connect with fellow women entrepreneurs, professionals, and organizations. Together, we can break barriers, fostering a more inclusive and diverse entrepreneurial landscape.

Contact or follow Wellchemco:

Email: mauriciacox@gmail.com

Website: https://www.wellchemco.co.za/

Facebook: https://web.facebook.com/profile.php?id=61553330505820

Instagram: https://www.instagram.com/wellchemco/

Pinterest: https://za.pinterest.com/WELLCHEMCO

Why LoA loves it…

At a time when more and more consumers are looking for ethical, sustainable, planet friendly beauty and wellness products, for entrepreneur Mauricia Cox, her timing to launch her business couldn’t be better. Her purpose driven approach to natural, ethical beauty as a brand builder should resonate with all those consumers who want great wellness products that are kind to the environment. A brand to watch over the coming months. — Melanie Hawken, founder & ceo, Lionesses of Africa