Masilo Didn’t Let Lack of Capital Deter Him from Starting a Business

Established in 2014, Freshmo Brands is a family-run enterprise. We developed the idea for mouthwash that comes in sachets in 2016.

“Under the direction and leadership of Professor David Katerere, we created our own mouthwash recipe. Our mouthwash has the moniker Freshmo. Paul Masilo, the creator and innovator of Freshmo, stated,” he explained.

Masilo began and manufactured a mouthwash named Freshmo without any prior preparation or experience in chemical engineering, demonstrating the validity of the adage “hard work pays off.”

The first mouthwash to be packaged in sachets in Africa is Freshmo Brands, a township-based business run by Black people.

The brand was started in 2014 by Masilo, a father of two from Boksburg, Ekurhuleni.

It is the first township-based, black-owned business in Africa to manufacture mouthwash in sachet form.

Since many people find it difficult to maintain good oral hygiene when they’re on the go, Masilo made the decision to launch an inexpensive mouthwash company that is well-suited to the township market.

The company’s goal is to offer reasonably priced dental hygiene products that are appropriate for people on the go, as stated in its motto, “Freshness on the go.”

He said that Freshmo has been approved by Proudly South African and tested by the South African Bureau of Standards (SABS) via the Biotechnologies Research Centre at the University of Limpopo.

Masilo claims that the inspiration for mouthwash came to him while he was fasting for a religious purpose and wanted something to freshen his mouth.

“I was unable to consume anything throughout the fasting period. I needed mouthwash in the morning to keep my breath fresh, but I couldn’t take around a big bottle of mouthwash, so that’s when the packaging concept came to me,” he said.

“After doing some study, I found that mouthwash manufactured in Africa is not produced there. Despite having factories there, their formula was not developed there. We saw a chance to be the first firm in Africa to provide mouthwash in sachet form,” he continued.

Masilo faced difficulties in starting the business because he lacked the necessary capital. This led him to apply for assistance from the Gauteng Economic Department, which suggested that, rather than purchasing the product from another company as he had first planned, he instead develop his own formula.

“Given that I had no experience with chemical engineering, it was a challenging request. Years later, after talking to a few people, I met Professor Katerere of the Tshwane University of Technology’s Pharmaceutical Science Department, who helped me come up with my own formula,” he recalls.

He developed the formula and then got funding from a colleague to purchase the ingredients for a mouthwash prototype. After that, he proceeded to an incubation hub in Sasolburg, where they provided assistance with their laboratory to produce the first batch of Freshmo.

After the product was put into sachets, its appropriateness was determined by doing a stability test at various temperatures. He was surprised by the positive outcomes.

According to the company, Proudly South Africa, an organisation that works to encourage customers to shop locally and impact public and private sector local procurement, has given its endorsement to the product.

This encourages local manufacture and production, which in turn creates jobs.

Currently, the product comes in the flavours peppermint and spearmint.

“We’re developing and testing some more exciting flavours.”

Editor’s note: Masilo faced difficulties in starting the business because he lacked the necessary capital. This led him to apply for assistance from the Gauteng Economic Department, which suggested that, rather than purchasing the product from another company as he had first planned, he instead develop his own formula. The lesson here is that he never gave up on his dream.

Description: Masilo began and manufactured a mouthwash named Freshmo without any prior preparation or experience in chemical engineering, demonstrating the validity of the adage “hard work pays off.” The product has now been approved by Proudly South African and tested by the South African Bureau of Standards (SABS) via the Biotechnologies Research Centre at the University of Limpopo.

Editor: Thato Mahlangu

Project manager: Do4SA