From kitchen startup to R5 toiletries on Shoprite shelves

For just five rand, South Africans can now buy a body wash or a 2-in-1 shampoo and conditioner thanks to a new partnership between Durban-based Zeta Laboratories and retail giant Shoprite.

The launch is more than a low-cost toiletries offering; it is a story of entrepreneurship, innovation, sustainability, and growth in the face of South Africa’s cost-of-living pressures.

Founded in a family kitchen and now operating out of a 30 000m² facility in Pinetown, Zeta Labs has grown into one of the country’s largest personal care manufacturers.

The business employs more than 600 people and has created an additional 100 jobs through its partnership with Shoprite.

“Shoprite’s goal was simple but powerful, similar to their focus on providing South Africans with access to affordable food, they also wanted to make it possible for people to afford essential toiletries,” explained Zeta Laboratories founder, Yasheen Modi.

“Being able to apply our concentration technology to something that helps restore dignity through access to shampoo or body wash is what made this project so meaningful for us.”

The R5 toiletries are sold in 50ml concentrate sachets that expand to 200ml when mixed with water.

This innovation allows customers to stretch their budgets without compromising on quality.

“We had to structure the formulation to be extremely hydrophilic so that, when water is added, the product mixes easily, which took many iterations, but we finally got it right,” said Modi.

Zeta Labs’ journey began in 1991 when Yasheen’s father, a UK-trained cosmetic chemist, established the company to supply his Durban chain of pharmacies with house-brand products.

After his passing and the closure of the factory in 2000, it was Yasheen who revived the business six years later.

Dropping out of his Bachelor of Commerce studies, he began experimenting with his father’s formulations using a kitchen blender.

“I was not passionate about debits and credits but instead became increasingly intrigued by science and chemistry,” Modi recalled.

“When I put together my first skin cream, I knew instantly that this was what I wanted to do forever.”

The early days were tough.

“Not many people took a young student seriously who was trying to start a cosmetic business from their home. Many suppliers were dismissive and unhelpful, and it took a lot of convincing to get raw material samples to make my first products,” he said.

Persistence paid off, and today Zeta Labs is a key supplier to Shoprite, producing the retailer’s private-label toiletries range, Renew, as well as the newly launched R5 body wash and shampoo.

The company was recognised as one of Shoprite’s top suppliers in 2024.

Beyond affordability, the R5 range has sustainability at its core. Concentrated formulations save millions of litres of water during production, while the recyclable sachets help cut single-use plastics.

“At Zeta Labs, our vision and pursuit have always been noble, as we prioritise the needs of people and the environment over profit,” Modi said.

“The greatest gratification we receive from our work is knowing that, through collaborations with like-minded companies like Shoprite, millions of South Africans can access and enjoy our products due to their affordability and quality.”

The launch of Zeta Labs’ R5 toiletries highlights how local businesses are innovating to address affordability, sustainability, and job creation, proving that even a product that costs as little as five rand can carry a story worth millions.

BUSINESS REPORT