In the heart of New Brighton in the Eastern Cape, a determined young man, Khulile Moyake, set out to challenge the negative perceptions of his community—long associated with high levels of crime.
“I kept asking myself why this was the case,” he recalled.
“And the answer I received was, ‘I have no one to look up to.’ That’s when I went back to the drawing board to figure out how I could address the lack of role models—and, at the same time, tackle unemployment,” Moyake said.
From that moment of reflection, Asicoce Products, a homegrown detergent manufacturing business was born with a mission to provide affordable, high-quality cleaning products while empowering the local community.
Moyake explains that his long-term goal is to control the entire value chain of the manufacturing process—ensuring not only cost-effectiveness but local economic participation.
Although the business was officially established in 2022, the journey began long before that.
Prior to founding Asicoce Products, Moyake was employed at a local Hungry Lion franchise. “I just had this feeling that I wasn’t doing enough,” he said.
Moyake said he decided to leave his job and began researching business opportunities.
“I realised that every household uses detergents, and thought—maybe I could give that a try.”
He initially began by reselling well-known detergent brands, but quickly realised the model wasn’t financially viable. With no formal training or funding, Moyake turned to the internet.
“I didn’t have money for proper research, so I googled ‘how to make liquid soap’ and found a YouTube channel,” Moyake explained.
What followed was a year and a half of self-taught experimentation.
“The first year was all research and development—I kept making mistakes. I tried selling the soap, but customers complained it didn’t foam properly. So, I went back to the drawing board again and again, until I finally got it right.”
Today, Asicoce Products manufactures and sells three key items: dishwashing liquid, thick bleach, and a multi-purpose cleaner. Moyake manages every aspect of the business himself—from production to marketing and sales.
“The business is still growing, so I go door-to-door trying to make sales. I market the business wherever I can.”
Driven by his desire to inspire change and uplift his community, Moyake remains committed to his vision. Asicoce Products aspires to become South Africa’s first-choice detergent brand—not just for its affordability and effectiveness, but for its values of sustainability, empowerment, and homegrown excellence.
Source: Vuk’uzenzele June edition.
Editor’s note: In a world where headlines often focus on crime, corruption, and despair, stories like Khulile Moyake’s are a powerful reminder of the transformative potential of everyday individuals—especially when they choose to act in the face of adversity rather than be defined by it. Raised in New Brighton, a community often associated with crime and poverty, Moyake refused to accept that narrative. Instead, he asked a simple but profound question: “Why?” In answering it, he identified a critical gap—the absence of role models—and chose to become one himself. This is not only a deeply personal transformation but a model for community-led change.
Description: Born from a desire to change the narrative around crime and unemployment in New Brighton, Eastern Cape, Khulile Moyake founded Asicoce Products—an affordable, community-driven detergent brand. With no formal training or funding, Moyake taught himself soap-making via YouTube and built a business from scratch. Today, Asicoce manufactures household cleaning products while empowering the local economy, proving that with vision and grit, small beginnings can lead to powerful change.
Editor: Thato Mahlangu
Project manager: Do4SA
