About
Helping You Look Good
Let's Talk about Beauty
In a competitive cosmetic market, children were
either ignored or exposed to adult-oriented products.
Parents sought safe alternatives, while children
craved fun and freedom. Missing Gap identified a
market gap in South Africa for age-appropriate
cosmetics for 13-year-olds.
Our purpose is to empower 13-year-olds to explore their identities through safe, colorful, and age-appropriate cosmetics closing the “gap” between childhood and young adulthood.
Target Market
- Preteens / Early Teens (Aged 11–14)
- 13-year-old girls, as they begin to explore personal style and self-expression.
- Primarily female, but brand remains inclusive for boys interested in cosmetics.
Vision
To be the No.1 cosmetic choice for South African tweens, promoting safe beauty and positive self-image
Mission
To design and deliver fun, dermatologist-tested cosmetics that help tweens feel seen, safe, and confident in their journey toward self-expression.
Core Values
Unity in Diversity | Authenticity | Quality & Excellence | Community Empowerment | Innovation with Tradition | Sustainability
