Justin Letschert: The man behind the Bio-Oil phenomenon
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In our third episode of The African Imaginary Podcast, guest Justin Letschert and host Khangi Khoza talk about skin, the beauty industry, and why Africa is precisely the right place from which to launch a brand to the world. A rich and deep exploration into running a global business by leaning into humanness and instinct.
Justin Letschert is the owner of Africa’s most global and well-known skincare brand. Since 2000 he has navigated Bio-Oil from selling a handful of products a year in South Africa, to a product a second in over 160 countries - the fastest global rollout of all time.
So how does a 4-product brand from the tip of Africa generate a cult following? Justin credits Bio-Oil’s success in no small part to the fact that he and his brother (who is also his business partner) were born and raised in Durban, South Africa. ‘Being African gives you internal strength, tenacity and creativity. Exactly what is needed to navigate the international waters of taking a brand global,’ he says.
Justin Letschert is the owner of Africa’s most global and well-known skincare brand. Since 2000 he has navigated Bio-Oil from selling a handful of products a year in South Africa, to a product a second in over 160 countries - the fastest global rollout of all time.
So how does a 4-product brand from the tip of Africa generate a cult following? Justin credits Bio-Oil’s success in no small part to the fact that he and his brother (who is also his business partner) were born and raised in Durban, South Africa. ‘Being African gives you internal strength, tenacity and creativity. Exactly what is needed to navigate the international waters of taking a brand global,’ he says.
Chapters
- 00:00 Intro
- 01:07 Justin plays Keep or Toss
- 04:27 Justin's origins, Kwa-Zulu Natal
- 06:29 Africa and internal strength
- 11:13 Bio-Oil's origins, taking the brand global
- 14:51 There's something about oil
- 31:41 Selling the business
- 36:56 Success, detours, and working 'in the roots'
- 43:01 Observing human behaviour
- 47:33 Justin on collaboration, his brother
- 52:19 The African continent's superpower
- 58:51 Africa, creativity and entrepreneurship
- 01:06:40 Justin's East African dreams
- 01:08:12 Outro
