A local makeup artist is gradually expanding her brand within Namibia’s beauty scene, transforming a small side venture into a burgeoning business with goals that go beyond just offering services. 

Dionisia Jonas, the founder of TouchbyDio, launched her business in 2017 with her personal makeup kit, operating from her home.

“I started with very little – just my own makeup kit and a passion for beauty,” she said. This began as a hobby and soon developed into paid work, as more clients booked her for weddings, events and photoshoots. “As more people saw my work, they started calling me for different occasions. That is when I realised it could become something bigger,” she said.

Over time, Jonas expanded her services to include hairstyling and invested in improving her skills and equipment. 

Nearly a decade later, the business is entering a new phase.

In 2026, she partnered with Pombili Shilongo to launch Pureva Makeup Remover, marking her first move into the beauty product market.

“This is a big step for me. I have always wanted to build a full beauty brand, not just offer services,” she said.

Jonas still works full-time, with the business operating as a second source of income. “It helps me with daily expenses, but I also put most of the money back into the business so it can grow,” she said.

Like many small business owners, she faces irregular income throughout the year.

“There are busy months, and there are quiet months. You must plan well and save when business is good,” she said.

She said managing costs remains one of her biggest challenges, especially when trying to maintain quality.

“Products, tools and marketing all cost money, and you still want to give your clients the best,” she said.

Jonas has grown the business without external funding. “I have not received government support. Everything I have done so far has come from my own savings and hard work,” she said.

Despite the challenges, she remains focused on growing the brand and expanding its reach.

“Failure can happen, but I see it as part of the journey. If something doesn’t work, I learn and try again,” she said.

She hopes her journey will encourage other young people to pursue their ideas.

“You can start small. What matters is consistency and believing in what you are building,” she said. -pmukokobi@nepc.com.na