Noko Mashilo
In an industry often associated with glamour, Neilon Philemon sees beauty as much more than appearance. For the Randfontein creative, makeup and nails are about creativity, confidence, self-care and building a sustainable business.
At 30, Philemon has turned her passion for beauty into His Image, a growing business founded on faith, perseverance and the determination to start with what she had.
Philemon describes herself as a creative rather than simply an entrepreneur. Raised in a dynamic, creative and God-fearing family, she believes creativity is part of who people are.
“I’m a God-fearing creative because I believe God created us to create, as we’ve been made in His image,” she said.
Her path into the beauty industry was not planned.
Growing up, Philemon’s passion was dancing. She spent much of her life pursuing the art and eventually entered professional spaces where she saw the strong connection between beauty, fashion and the entertainment industry.
“That’s where my curiosity for makeup was born,” Philemon said.
As her interest in makeup developed, so did her passion for the wider beauty industry. She began researching services that could complement her business and eventually decided to add nail services.
Philemon trained as a nail technician under Vivian in her township of Toekomsrus. The experience gave her additional skills and opened another avenue for her career.
She has now worked as a nail technician for seven years and has been a makeup artist for even longer.
Like many entrepreneurs entering the beauty industry, Philemon identifies funding as one of the biggest challenges. Products, equipment, workspace and other operating costs can quickly become expensive, particularly when starting.
Rather than waiting for ideal circumstances, she chose to begin with the resources available to her.
“I believe I was blessed with perseverance because I started with what I had,” she said.
“I had my own little makeup bag, and I made sure that I could use what I had in such a way that I could start the business,” Philemon said.
She believes the beauty industry is increasingly being recognised as a professional career, although perceptions still need to change.
Her clientele includes many professionals who often request soft glam makeup. On the nail side, simple designs remain popular, with French nails among her most requested styles.
One of her most memorable experiences involved an elderly man who came to have his nails done.
He was self-conscious about his hands and nails because of difficulties he was experiencing with his hands. As Philemon worked, she noticed that the transformation went beyond the physical appearance of his hands.
“As I started doing his nails, I could see that it wasn’t just the health and appearance of his hands that were transforming. His confidence was transforming too,” she said.
The experience strengthened her belief that beauty services are not only for women.
“People often think beauty is only for women, but I beg to differ. We all need a little bit of sprucing up,” Philemon said.
For Philemon, beauty is also closely linked to self-care.
“I see it as an investment rather than a luxury,” she said.
Hygiene is another area she takes seriously. Her nail training included extensive lessons on maintaining a clean workspace and preventing cross-contamination.
She uses sanitiser, disinfectants and other cleaning products to ensure her tools and workspace are properly maintained.
For Philemon, professionalism is not only about delivering beautiful results. It is also about protecting clients and maintaining high standards.
Her advice to people considering a career in the beauty industry is straightforward: start.
“Don’t wait for handouts. Don’t wait for someone to come and save you,” she said.
She encourages aspiring entrepreneurs to develop a plan, seek mentors, ask questions and use social media as a resource for learning.
Her own experience has also shown her the value of having a strong support system. After struggling with social media and marketing, she brought in assistance to manage that side of the business, allowing her to focus on her craft.
“I’ve realised that the way to grow isn’t through doing everything on your own. We need support systems,” Philemon said.
Philemon wants His Image to develop into a major beauty brand capable of standing alongside established South African companies.
Her vision includes expanding into hair, makeup, facials, waxing, lashes and other beauty treatments. She also plans to grow her product range, which includes her Glow Oil.
She knows building the business will take time, but remains excited about what lies ahead.
For aspiring creatives, her final message reflects the determination that has shaped her own journey.
“Do it afraid. Do it with nothing. Start with what you have. Trust that everything else will follow,” she said.