Meet the mother-daughter makeup artist duo beautifying Durban's streets
The pair offer affordable beauty and makeup services ranging from R20 to R600.
Nomusa is adamant about supporting and nurturing her daughter's passions and dreams.
Durban's streets are getting glammed up one face beat at a time.
Nomusa Mthembu, a 36-year-old trained makeup artist and her 16-year-old daughter Linathi Mthembu are Durban residents who have turned their skills and passion for beauty into their own business, Cocoablush Makeup.
Born and raised in the KwaZulu-Natal south coast town of Port Shepstone, Nomusa gained her makeup artistry qualification at Face to Face Beauty and Makeup Design School. She tells TRUELOVE about herself and what drove her to start Cocoablush Makeup.
'I grew up in a warm, loving family - we didn't have much. I'm the last born at home from my mother's and my father's side,' Nomusa says.
'What really sparked my passion for makeup was my spouse, [who] continuously motivated me even when I felt like I could not accomplish this dream, and he kept me driven. Also, the fact that I grew up potentially hoping to go into TV production.'
Beauty on a budget
What makes Cocoablush Makeup so special is how accessible and affordable it is. The pair base themselves in the busy flea market area on Doctor A.B. Xuma Street, Durban. They offer beauty services like brow shaping, lash extensions, soft and full glam makeup, nail art and microblading, with their services ranging from R20 to R600.
Nomusa has been showing Linathi the ropes of the business of beauty, creating an environment for the teen to be a talented makeup artist in her own right.
Linathi tells us, 'Growing up, I really loved playing around with makeup and doing looks on myself and family members. So, through the support of my mom, who's also into beauty and supporting me and encouraging me to continue on Cocoablush Makeup, I wanted to share my love for makeup with others and maybe even help people feel more confident through looks they love.'
She continues, 'What I really see for Cocoablush and I hope happens [is] to know that Cocoa Blush is worldwide and maybe in a few years I'll be doing makeup for local events or even collaborating with bigger brands or even influencers. I'd love for Cocoablush to be a space where I can keep learning and showing my passions to the world.'
A mother nurturing her child's passion
The support that Nomusa and Linathi have for one another is incomparable, and it shows just how important it is to take your child's interests seriously.
@cocoablushmakeup
📍 Workshop in between post office and pretty ladies wholesale #youngmakeupartist #durban #fyp #sama28 #nails
♬ original sound - cowboii_rsa
'My relationship with my mom working together and collaborating together on Cocoablush Makeup has - we've grown very close and because working towards something together really did get us closer. She helps me with business stuff and gives me advice on makeup and I love having her support. It's like we're a team,' Linathi shares.
Nomusa is all about nurturing her daughter's passions and talents, and she says, 'As a young mom, I believe in supporting a child's dream. [It] can be super beneficial for their growth and development. It can help build their confidence, encourage creativity and create [a] sense of independence.
'When parents willingly support their child's passion, it shows that they really do believe in their child and their child's ability, which can really empower the child. Plus, it can help them develop important life skills like perseverance and problem-solving. Ultimately, supporting a child's dream can help them become more well-grounded and fulfilled individuals.'
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Beauty, Inc. and subsidiaries Reconciliation of GAAP SG&A to non-GAAP adjusted SG&A (unaudited) (in thousands) Three months ended June 30, 2025 2024 Selling, general and administrative expenses $ 195,832 $ 180,575 Stock-based compensation (9,879 ) (12,958 ) Other non-recurring items (a) (8,643 ) (3,204 ) Adjusted selling, general and administrative expenses $ 177,310 $ 164,413 (a) Represents other non-recurring cloud computing ERP implementation costs and acquisition related costs. e.l.f. 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View source version on Contacts Investors:KC KattenVP, Corporate Development & Investor Relationskkatten@ Media:Sam CritchellVP, Corporate Communicationsscritchell@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
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