It was during all the uncertainty, devastation and havoc created by the Covid-19 pandemic that South African Lufuno Rasoesoe’s entrepreneurial spark transformed her soap making skills into a business.
Through sheer creativity and a rare ability to identify a gap in the market, TOSH Detergents was born.
Optimism Amidst Despair
Going down memory lane, Lufuno says she was so determined to succeed that not even the disastrous, never before seen, effects of a global pandemic could stop her from embarking on an entrepreneurial journey that was to prove as rewarding as it was fulfilling.
“It was during the Covid-19 lockdown that my life took a transformative turn. Amid the uncertainty and stillness, I found comfort in an unexpected activity—making soap. It was a skill I had learnt from my mother, who made soap as a side hustle while I was growing up,” explains Lufuno.
“Helping her had become second nature to me, though I never imagined it would one day become my passion. During the lockdown, I began making soap at home, simply as a way to pass time and find some peace.
“I shared my handmade soap with family and friends, and their positive feedback was overwhelming. They loved it so much that they started requesting larger quantities,” she added.
Huge Demand
Encouraged by this unexpected, yet pleasant, turn of events, Lufuno decided to seize this business opportunity with both hands.
“That was the moment I realized there was a huge demand for what I was creating. I started charging for the soap, and soon, I found myself focusing on packaging, ensuring compliance, and researching the detergent sector.”
“As I delved deeper, I noticed a significant gap—the detergent industry was largely dominated by multinational brands, with very few local players. This realization sparked a vision within me.
“I wanted to create a proudly South African brand that could sit comfortably alongside those global giants. I wanted to provide high-quality, affordable cleaning products while empowering my community and promoting sustainability.”
Unwavering Love for Christ
Lufuno grew up in a small township in the Venda area of South Africa’s Limpopo Province, where she was born and raised by her parents. As a teacher, her mother instilled within her a passion for education and learning.
Surrounded by the family’s deep Christian faith, Lufuno still remembers how their unwavering love for Christ shaped her character, resilience, hard work, as well as underlined the importance of staying grounded.
“I completed my high school education in Venda and later moved to Pretoria to further my studies. I obtained my BTech degree in Mineral Resource Management from the University of Johannesburg.
“However, like many young graduates, I faced the harsh reality of a scarce job market. With limited opportunities in my field, I took an unexpected turn and started my career as a Traffic Officer at the City of Tshwane after completing a diploma in Civil Engineering. It was a role I took with pride, serving my community diligently for nine years.
“Eventually, I secured a position as a Building Surveyor, working on construction sites. This was the opportunity I had longed for—to work in the construction industry—but, to my surprise, it did not give me the sense of fulfilment I had hoped for. And then came Covid-19 and the rest is history.”
Empowering the Community
Looking back on how Covid-19 created an opportunity for her, Lufuno is amazed by her ability to have realized a business opportunity beyond all the pain and suffering that South Africa and the rest of the world was experiencing.
“It has been a journey filled with challenges, but also with moments of immense pride and joy. Each step, from those humble beginnings in Venda to now seeing TOSH products on shelves and in homes has reaffirmed my belief that we all have a unique purpose. Sometimes, it takes life’s detours to lead us to it.
“TOSH Detergents was inspired by my desire to create a proudly South African cleaning brand that could compete alongside multinational giants while uplifting my community. During my research, I identified a significant gap in the detergent industry—there were few local manufacturers, and the market was dominated by imported brands.
“This motivated me to build a company that not only produces high-quality, affordable cleaning products but also empowers rural communities by sourcing raw materials sustainably.
“We are headquartered in Centurion, Pretoria, and our vibrant team consists of 15 dedicated individuals—10 based at our headquarters and 5 villagers in Limpopo who harvest an indigenous plant that forms a key ingredient in our products.”
Confronting Challenges
As an entrepreneur, the journey has not been without its challenges for Lufuno and one of the most significant obstacles she faced was while navigating the early stages of establishing TOSH Detergents in an industry dominated by well-established multinational brands.
“Gaining consumer trust and securing shelf space in major retail stores as a small, local brand was a daunting task. There were moments of doubt when it felt like the odds were stacked against me.
“Another major challenge was funding. Starting a manufacturing business requires capital for equipment, compliance certifications, and production.
“Accessing finance as a black female entrepreneur was particularly difficult. There were times I had to bootstrap, using personal savings and relying on small profits to keep the business afloat.”
Enduring Legacy
Her successes, however, have overshadowed her challenges and it is this that gives her the strength to continue soaring higher.
“One of my most notable success stories is the launch and expansion of TOSH Refill Stations in township and rural communities. This initiative not only reduced plastic waste but also made quality, affordable cleaning products more accessible to underserved areas.
“The refill model empowers customers to bring their own containers, cutting packaging costs and promoting sustainability—an approach that has resonated deeply with our communities.
“Another proud milestone was securing partnerships with leading South African retailers like Shoprite, Pick n Pay, Checkers, and Makro Online. Seeing our locally made products on the shelves of these retail giants was a validation of our commitment to quality and the power of African entrepreneurship.”
‘Start With What You Have’
The successes that Lufuno and her team at TOSH Detergents have achieved reinforce her belief that entrepreneurship can be a powerful tool for transforming lives, preserving the environment and inspiring the next generation of African innovators.
“My advice to small businesses or aspiring entrepreneurs looking to enter the detergent manufacturing industry—or any industry—with limited resources is simple: start where you are, use what you have, and do it excellently.
“You don’t need a fancy setup or large funding to begin; often, your greatest asset is your passion and resourcefulness. I started TOSH Detergents from my home during lockdown, using basic equipment such as a 25L bucket and a wooden spoon, as well as the soap-making skills I learned from my mother.
“Focus on perfecting your product and delivering quality from day one, even if you’re only serving a small circle of family and friends,” she explains.
