Talking beauty with the brain behind SU Skincare

Sindisiwe Cele is a professional make-up artist and the founder of SU Skincare, a natural, vegan-friendly and cruelty-free skincare created with a deep respect for both people and the planet. Always on the search for scientifically sound, natural products, we reached out to Sindisiwe who has over 16 years in the industry to find out more about the Durban-based skincare brand.

What is the SU Skincare origin story?

My journey into skincare was inspired by my struggles with adult acne. At the time, I couldn’t find products without harsh chemicals that worked for me, so I started experimenting with ingredients in my kitchen: simple things like oils, clays, and herbs. What began as a personal search for healing evolved into a passion for creating gentle but effective products. To deepen my knowledge, I studied Phytomedicine and Natural Ingredients at the University of Pretoria, which gave me the scientific foundation to merge traditional wisdom with evidence-based practices. SU Skincare was born with a mission to help people achieve healthy, glowing skin in a natural and sustainable way.

What are some of the most common skincare mistakes we make?

There are a few mistakes I see time and again. The first is choosing skincare because it’s trendy rather than because it truly addresses your specific skin concerns. What works for someone else, or what’s popular on social media, isn’t always what your skin needs. Another is not giving your skincare regimen enough time. Skin requires patience. On average, I believe three months is a fair period to really assess whether a product or routine is working for you. Many people switch too quickly, never giving their skin the consistency it needs to heal and transform. Hydration is another big one. Skin health depends on both topical hydration and internal hydration. Drinking enough water and use products that lock in moisture. Without this, skin often appears dull, tired, or prematurely aged. Lastly, many people rely on makeup to cover skin challenges instead of addressing the root cause. Makeup should enhance, not replace good skin health. True confidence comes from treating and nurturing your skin so that you feel comfortable even without makeup. For me, skincare is really about a long-term relationship with your skin, being consistent and caring for it holistically.

As a local Black-owned skincare brand, what challenges have you faced, and how have you overcome them?

Bootstrapping has definitely been one of the biggest challenges. Building a brand without major financial backing means you have to wear many hats at once— formulator, marketer, administrator, and everything in between. Access to funding and resources for Black-owned businesses, particularly in the beauty and wellness industry, is still limited, which can make growth slow and demanding. Another challenge has been visibility. Competing with large, established international brands that have bigger budgets can make it difficult for smaller local brands to be seen and heard. Educating consumers on why choosing a local, natural, and sustainable brand like SU Skincare is valuable has been part of that uphill journey. But perseverance is at the core of our story. I’ve leaned into creativity, community, and authenticity to move forward. By staying true to our values, building strong relationships with customers, and letting their skin transformations speak for themselves, SU Skincare has grown steadily. Platforms like Takealot give us wider reach, and support from communities that believe in local, Black-owned, sustainable brands is invaluable. For me, every challenge has been an opportunity to refine the vision and prove that it’s possible to build something meaningful and lasting even without traditional pathways of support.

What does it mean for a product to be ISO-tested and approved?

When we say a product is ISO-tested, it means it has been evaluated according to internationally recognised standards set by the International Organisation for Standardisation (ISO). In cosmetics, these standards cover aspects such as safety, stability, quality, and hygiene. For example, tests will look at whether a product remains effective and safe over time, whether it resists harmful microbial growth, and whether its packaging protects it properly. This is so important in the cosmetics industry because your skin is your body’s largest organ and it absorbs much of what you put on it. ISO testing ensures that what you’re applying has been thoroughly assessed, giving you peace of mind that the product is both safe and effective. It’s also a mark of credibility: it shows that a brand is serious about quality and is willing to undergo rigorous, independent processes to back up its claims. ISO testing gives our consumers confidence that SU Skincare has been scientifically tested to meet the highest safety standards.

Can you share your choice of packaging?

Packaging is a key part of our sustainability strategy. We are currently in the process of sourcing biodegradable packaging solutions that align with our commitment to minimising environmental impact while maintaining product integrity. Striking the balance between durability, functionality, and eco-consciousness remains a challenge in the cosmetics industry, but we see it as a necessary investment in the future. Our aim is to continually evolve and adopt innovative packaging solutions that reflect our values and ensure a truly sustainable beauty experience.

What are your top tips for achieving radiant, healthy skin specifically for Black and Brown skin tones?

Hydration is key: Melanin-rich skin can sometimes be prone to dryness or dullness, so consistent hydration (both inside and out) is essential. Drink water and use moisturisers with natural humectants and emollients.
Daily sun protection: There’s a common myth that Black and Brown skin doesn’t need sunscreen. The truth is, we’re still at risk for hyperpigmentation, premature aging, and even skin cancer. Always use SPF, no matter your tone.
Gentle exfoliation: Uneven skin tone and dark spots can be more noticeable on deeper skin. Opt for natural, gentle exfoliants that help remove dead skin cells without stripping or irritating.
Target hyperpigmentation carefully: Ingredients like vitamin C and plant-based extracts can help fade spots and brighten overall skin tone. Patience and consistency are key here.
Nourish with natural oils: Oils like jojoba, baobab, and marula deeply penetrate without clogging pores, keeping skin plump, glowy, and balanced.
Consistency over complexity: You don’t need a 10-step routine. A simple ritual of cleansing, hydrating, and protecting daily makes the biggest difference.
Equally important is looking beyond topical care: Nutrition, sleep, stress management, and movement all show up in your skin. I always encourage my clients to see skincare as a whole lifestyle, not just what goes on the surface. We focus on products that hydrate deeply, even skin tone, and encourage a radiant, plump complexion. The goal isn’t to erase the signs of age, but to age gracefully, with skin that reflects health, vitality, and confidence at every stage of life.
SU Skincare philosophy: Healthy, radiant skin is about balance, nourishment, and embracing your natural glow because your skin deserves love, not layers of cover-up.

What makes SU Skincare a sustainable beauty brand?

We start with our ingredients: they are carefully selected for their efficacy and safety, but also for their ethical sourcing. We favour natural, plant-based actives that support skin health without relying on harsh chemicals that can harm the environment. Our formulations are designed with longevity in mind. Rather than chasing trends, we create timeless products that deliver results, reducing the need for endless consumption and over-cluttered routines. A few products, used consistently, can transform skin. Packaging is another focus. We choose materials that are recyclable and encourage mindful disposal. We’re continuously exploring ways to innovate further in this area, looking into biodegradable packaging. Ultimately, sustainability for SU Skincare is about balance. We offer products that work beautifully while respecting the earth and empowering the people who use them. It’s a long-term commitment, not a marketing strategy.

What is your favourite sustainable fashion brand?

SELFI is one of my favourite sustainable fashion brands. I admire how they create timeless, minimalist pieces in small batches, using natural fibres and eco-conscious processes. What I love most is that their ethos aligns with my own values. They prioritise not just style, but also sustainability and longevity. They are transparent about their environmental impact and even provide fabric care guidance so customers can extend the life of their garments. For me, SELFI represents what fashion should be: conscious, beautiful, and made to last.