In a world where beauty standards often overlook melanin-rich skin, Nonkululeko Williams is carving out her own lane. As the founder of Luminous Era, a South African skincare brand dedicated to inclusive sun care, she’s turning personal struggles and entrepreneurial setbacks into a story of resilience, purpose, and impact. Her journey is a reminder that sometimes failure isn’t the end—it’s the spark that lights the path to something greater.
Early Life and Finding Her Voice
Nonkululeko’s story begins in Pietermaritzburg, where she grew up as the third of six siblings. She describes her upbringing as one shaped by tough family dynamics — not without challenges, but still grounded in connection and mutual understanding. “It wasn’t always easy to open up,” she shares, “but we got along and made it work in our own way.”
She describes herself as “the quiet one, the girl who felt a bit out of place and never quite fitted in with her peers.” Like many children, she faced teasing and exclusion that left its mark. She was often mocked for being too focused, too disciplined, and different from the “cool kids.” Yet, it was these very traits that shaped her resilience and sparked her journey of self-discovery.
Her academic path reflects her curiosity and willingness to reinvent herself. She holds a diploma in Communication Science and even pursued a certificate in interior decorating after moving to Johannesburg for an internship. Although she was retrenched before she could fully explore that field, the experience taught her valuable lessons about adaptability. Today, she is also in her third year of studying towards an LLB degree—proof of her belief that no learning ever goes to waste.
From Interior Design to Skincare Dreams
Entrepreneurship first called Nonkululeko in 2018, after losing her job. Out of necessity, she started an interior design and furniture business. She poured her energy into it, but when COVID-19 hit, it stalled. “I had the passion, but I won’t lie to you, it’s not the same as what I’m doing now,” she reflects. “I hadn’t checked with the market if it’s what they wanted.” The experience taught her the importance of research and aligning with consumer needs—lessons that would later fuel her success.
The true turning point came in 2020 during the Graça Machel Women Creating Wealth Program, where she had to develop a new product or service. Inspired by her own skin struggles—pigmentation, uneven tone, and sun spots—she shared a homemade honey and turmeric face mask that had worked for her. She packaged and delivered it herself, unknowingly planting the seed for her future brand. Years later, while moving houses in 2022, she stumbled upon an old bottle from that program. “It just clicked that skincare was my calling,” she says.
Birth of Luminous Era
That moment set her on a path of research and innovation. She realized a glaring gap: sunscreen for melanin-rich skin. Many products on the market left a white cast, felt greasy, or simply weren’t designed with darker skin tones in mind. In 2024, she joined the 54 Collective Program, which helped her conduct feasibility and desirability studies. The response confirmed that she wasn’t just solving her own problem—she was addressing a need that countless others shared.
Luminous Era is created by and for melanin-rich skin
– Nonkululeko Williams
“Luminous Era is a sun-care skincare brand created by and for melanin-rich skin,” Nonkululeko explains. “We grew up with this misconception that black don’t crack. But sun damage causes hyperpigmentation, aging, wrinkles, and even skin cancer. My purpose is to educate and create inclusive products that truly work.”
From lip balms to lotions infused with SPF, her products aim to protect, celebrate, and empower. Importantly, she emphasizes inclusivity: “It is for the entire family—men, women, and children. Everyone deserves protection.”
Building Through Challenges
Launching Luminous Era has not been without hurdles. Educating her target market about sunscreen’s importance remains her biggest challenge. “It’s introducing a product that people think they don’t need because they were never exposed to it,” she explains. “There’s often pushback, but I focus on awareness and visibility until people understand.”
Our purpose is to empower people to embrace their natural beauty while caring for their skin.
– Nonkululeko Williams
Financially, she bootstrapped her business, channeling savings from her interior design company into her new venture. Along the way, mentorship became a lifeline. “I learned my lesson. Having a mentor accelerates your journey. You cannot know everything—especially in a sector as delicate and regulated as cosmetics.”
Lessons in Resilience
For Nonkululeko, resilience is non-negotiable. She admits there are quiet days when sales don’t come in, when pop-ups are empty, and doubt creeps in. “You think to yourself, what have I done? Is it even going to work? But what keeps me going is the voice of my community—the assurance from them that they really want this product.”
Her biggest lesson? “It’s okay to start over. It’s okay to fail. But do your research and involve your community. For Luminance Era, even the packaging, the logo, the price point—my community was part of the process. That makes the brand ours, not just mine.”
Balancing Books and Business
Alongside running her company full-time, she juggles law school. “It is very hard,” she admits. “There have been times I felt like putting Luminance aside just to finish on record time. But I have a routine: I dedicate my days to Luminous, and I structure my studies around assignments and due dates. Delegation has also been key.”
Her LLB studies aren’t separate from her business dreams. She sees herself using her legal knowledge to navigate exports, contracts, and regulations. “As entrepreneurs, we get excited by big deals and sometimes sign without understanding. Legal knowledge ensures protection. I can use my degree not only for Luminous but to help other entrepreneurs too.”
Defining Impact and Vision
For Nonkululeko, success goes beyond profit. “Real impact means creating spaces where everyone feels seen, celebrated, and protected,” she says. She envisions Luminance Era as a Pan-African brand that creates jobs, inspires young women, and champions inclusivity.
Even men have embraced her brand, though some have asked for packaging designed with them in mind. She takes their feedback seriously and is already working on a men’s range—proof that she listens to her community.
A Vision for Africa
Though competing with global giants is daunting, Nonkululeko is carving out her own lane. With strategies like influencer collaborations, Shopify sales, and her creative campaign #LuminousTravelsTo, she’s slowly building brand awareness beyond South Africa.
Her dream is for Luminous Era to grow into a Pan-African brand—a homegrown skincare line that celebrates melanin while challenging long-standing myths about sun care. “This is bigger than me,” she says softly but firmly. “It’s about making sure that our skin, our beauty, and our health are truly valued.”
