African Secret
PROJECT NAME / SITE:
African Secret
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Business Owner (s):
Mr Mlungisi Sonwabile Bushula (Managing Director)
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Business Registration Number:
2013/144235/07
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Business Address:
411 Spring Road, Stutterheim, Eastern Cape, South Africa, 4930
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Business & Social Media Links:
https://myafricansecret.co.za
https:// www.instagram.com/africansecretsa/
https://www.facebook.com/africasecretsa
When was your business established?
2020
Sector:
Biodiversity Mixed Farming Enterprise – Wildlife, Agriculture, Forestry & Tourism stocking
Current Investment Sought:
R15,000,000 for operational expansion and wildlife
Current Valuation:
R50M (based on secured government funding, land rights, and projected revenue streams)
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Use of Funds:
Manufacturing expansion, international market entry, team building, R&D enhancement, and working capital
Expected ROI:
6-8x over 5-7 years via diversified biodiversity economy operations
Environment
- Rehabilitate 4,200 hectares of degraded land to natural ecosystem functions.
- Achieve carbon neutrality through renewable energy and sequestration practices.
- Restore indigenous wildlife populations supporting regional conservation goals.
Social Impact
- 70% target for women in processing and value-addition activities
- Youth training and mentorship programmes with 50+ participants annually
DESCRIPTION OF AFRICAN SECRET
South Africa is the world's third most biologically diverse country and, therefore, has one of the largest natural capital assets. The biodiversity economy represents one of South Africa's most promising economic sectors, leveraging the country's position to create sustainable economic value whilst advancing conservation and rural development objectives.
South Africa's wildlife ranching sector has experienced remarkable expansion, now encompassing 17- 20.5 million hectares, equivalent to 14-17% of the country's total land surface area. This expansion has been facilitated by progressive legislation, including the Game Theft Act (No. 105 of 1991), which granted private landowners ownership rights over wildlife under conditions of adequate fencing.
The forestry sector represents another significant component of SAFTT's operations. The forest sector (forestry and forest products) contributes about 1% to the GDP, with an afforested area of about 1.27 million hectares or about 1% of the total South African land area. Some 20,000 workers are employed in sawmilling, 6,000 in the timber board and 2,200 in the mining timber industries, while a further 11,000 workers are employed in miscellaneous jobs in forestry.
The global safari tourism market size was valued at USD 32.1 billion in 2023 and is poised to grow from USD 33.96 billion in 2024 to USD 53.32 billion by 2032, growing at a CAGR of 5.8% during the forecast period (2025-2032), demonstrating the substantial growth potential within the sector.
Mission Statement:
To harness South Africa's abundant renewable natural resources, intellectual capacity, and strategic networks to contribute meaningfully to the Eastern Cape's economic and regional development whilst advancing biodiversity conservation and rural transformation.
Vision Statement:
To establish a world-class biodiversity economy enterprise that exemplifies sustainable resource utilisation, community empowerment, and conservation excellence, serving as a catalyst for responsible development within the Greater Addo-Amathole Biodiversity Economy Node.
Legal Form of Business:
☑ Private Company (Pty) Ltd
Traction
· R580,000+ cumulative revenue (2019-2024) with 78% annual growth rate
· 100% black female-owned enterprise with UVU Bio incubation since 2021
· 8+ premium product lines with proprietary formulations based on indigenous knowledge
· Partnerships with 25+ local suppliers and 5+ traditional knowledge holders
· SABS compliance achieved(not for all products), international certifications in progress
· Strong quarterly performance: R19,000-R84,000 revenue range demonstrating seasonal resilience
· Export inquiries from 12+ international distributors across Europe and North America
The Problem & Our Solution
The Problem
· The global natural cosmetics market lacks authentic African indigenous botanical products with scientific validation and cultural provenance
· Traditional African wellness knowledge is at risk of being lost, whilst communities receive no economic benefit from their ancestral wisdom
· Consumers increasingly demand natural, effective alternatives to synthetic cosmetics, but struggle to find products with genuine traceability and ethical sourcing
· The beauty industry globally is dominated by multinational corporations with limited authentic African representation, despite Africa's rich botanical heritage
Our Solution
African Secret addresses these critical market gaps by offering:
Scientifically Validated Indigenous Formulations: Proprietary cosmetic formulations based on traditional African botanical knowledge, validated through UVU Bio research partnerships
Complete Ethical Traceability: End-to-end control from traditional knowledge documentation to finished consumer products with formal benefit-sharing agreements.
Premium Quality Manufacturing: SABS-compliant production meeting international standards whilst maintaining authentic cultural heritage
Multi-Functional Product Innovation: Modern wellness solutions addressing contemporary consumer needs whilst honouring ancestral formulation wisdom
With vertically integrated operations spanning research, formulation, manufacturing, and distribution, we guarantee authenticity, quality, and ethical community benefit-sharing.
Our Products
African Secret produces and distributes a comprehensive range of premium natural cosmetics based on indigenous African botanicals for both B2B and B2C markets:
Core Therapeutic Range:
Aromatherapy Body Oils (100ml – R250): Multi-functional therapeutic blends incorporating Marula, Baobab, and indigenous essential oils for stress relief, muscle relaxation, and skin nourishment
Universal Healing Oil (50ml – R140): All-purpose treatment oil for cuts, insect bites, burns, and skin irritations containing antibacterial Buchu and Tea Tree extracts
Deep Tissue Body Oil (100ml - R350): Professional-grade massage oil with analgesic properties for therapeutic and sports applications
Marula Cuticle Oil (15ml - R120): Specialised nail and cuticle restoration treatment addressing gel manicure damage and ageing effects
Specialised Skincare Collection:
Tea Tree Cream (50ml - R150): Antibacterial, anti-fungal treatment for acne, eczema, and problematic skin conditions with a gentle, sensitive-skin formulation
Rooibos Body Wash (200ml - R165): Gentle daily cleanser with anti-inflammatory properties suitable for all skin types
Breast Care Botanical Oil (30ml - R180): Specialised prenatal and postnatal care product for expectant and nursing mothers
Wellness & Travel Products:
Aromatherapy Sanitiser Spray (50ml-100ml - R50-R95): Natural hand sanitisation with therapeutic essential oils providing antimicrobial and aromatherapy benefits
Travel Kits (R250-R2,000): Complete personal care solutions designed for hospitality, tourism, and corporate gifting with customisable branded packaging
Corporate Gift Sets (R500-R5,000): Premium packaging with bespoke formulations for VIP gifting and corporate entertainment
New Products (in development):
Indigenous Botanicals Premium Range: International export line featuring rare South African botanicals
Men's Grooming Collection: Beard oils, aftershave balms, and therapeutic body care
Cosmeceutical Anti-Ageing Range: Enhanced active ingredient formulations targeting mature skin markets
All products are certified organic, cruelty-free, and vegan, and are processed in SABS-compliant facilities, ensuring maximum purity, safety, and cultural authenticity.
Market Analysis
Target Segments
International Hunting Tourists: High-net-worth individuals from North America and Europe seeking authentic African hunting experiences,
Photographic Safari Market: The growing eco-tourism segment values sustainable, community benefiting experiences.
Domestic Tourism: Affluent South African families and corporate clients seeking premium wildlife experiences and accommodation
Forestry & Timber Clients: Established relationships with major processors requiring a consistent, sustainable timber supply
Premium Food Market: Restaurants, hotels, and retail outlets demanding ethically sourced, traceable game meat and traditional products
Market Size & Growth
- Southern Africa safari tourism market: USD 11.70 billion (2023), projected CAGR of 9.8% to 2030
- South African hunting tourism: USD 250 million annually, supporting 17,000+ jobs
- Wildlife ranches generate an average revenue of USD 404/hectare vs USD 131/hectare for traditional livestock farms.
- Live game trade: R4.3 billion annually in South Africa
- Global timber market: USD 992.43 billion (2024), projected CAGR of 4.7%
Competitive Edge
|
Competitor Type |
Limitation |
African Secret Advantage |
|
Mainstream Brands (Africology, Skoon) |
Limited indigenous knowledge, higher prices |
Authentic traditional formulations, competitive pricing, and scientific validation |
|
International Natural Brands |
Cultural disconnect, long supply chains |
Direct community partnerships, local production, and authentic heritage |
|
Small Local Producers |
Lacks scientific validation, inconsistent quality |
UVU Bio research partnership, SABS compliance, professional formulations |
|
Multinational Corporations |
Synthetic focus, no benefit-sharing |
100% natural, ethical community partnerships, transformation credentials |
Business Model
Revenue Streams
Wildlife Hunting Operations (45%): Premium Big Five and plains game hunting packages, average R300,000 per client
Accommodation & Tourism (25%): Lodge accommodation, photographic safaris, corporate retreats
Forestry Operations (15%): Timber harvesting, processing, and value-added products
Meat Processing (8%): Game and livestock processing, traditional products, export sales
Live Animal Sales (4%): Breeding stock for conservation programmes and game ranches
Agriculture & Consulting (3%): Crop production, training services, conservation consulting
Unit Economics Snapshot
- Big Five Hunting Package:
- Cost: R120,000
- Selling Price: R400,000
- Gross Margin: 70%
- Lodge Accommodation (per person/night):
- Cost: R800
- Selling Price: R2,500
- Gross Margin: 68%
- Overall Business Gross Margin: 60-68%, depending on revenue mix
Operational History & Traction
| Year | Revenue | EBITDA | Key Highlights |
| 2020 | R500,000 | -R300,000 | Business established, initial forestry operations |
| 2021 | R1,200,000 | -R100,000 | Land lease secured, EIA process commenced |
| 2022 | R2,800,000 | R400,000 | DFFE funding approved, infrastructure planning |
| 2023 | R4,500,000 | R1,200,000 | EIA-approved construction contracts awarded |
| 2024 (est) | R8,000,000 | R2,400,000 | Infrastructure development, biodiversity node participation |
Current Achievements:
- R20 million DFFE-EPIP funding secured and committed
- Environmental Impact Assessment approved April 2024
- 4,200 hectares under a long-term lease agreement with DALRRD
- Greater Addo-Amathole Biodiversity Economy Node participation
- Established forestry client base with multi-year contracts
- Award recognition: 2017 & 2019 National Youth in Agriculture Awards
Biodiversity and Conservation Priorities
SAFTT's operations actively contribute to biodiversity protection and ecosystem restoration:
Wildlife Conservation & Restoration
- Reintroduction of Indigenous game species to historical ranges, including buffalo, rhino, and antelope
- Population management aligned with ecological carrying capacity
- Contribution to regional wildlife corridors connecting Addo Elephant National Park and surrounding reserves
- Science-based conservation management practices with monitoring protocols
Habitat Rehabilitation
- Conversion of 3,000+ hectares from degraded agricultural land to natural grassland and bushveld ecosystems
- Alien invasive species control across the entire 4,200-hectare property
- Indigenous vegetation restoration using local seed sources
- Establishment of wildlife corridors and buffer zones
Climate Resilience & Carbon Management
- 100% renewable energy systems (solar, wind, biogas) for off-grid operation
- Carbon sequestration through grassland restoration and sustainable forestry practices
- Water conservation via rainwater harvesting, greywater recycling, and efficient irrigation
- Sustainable building materials and construction practices
Community-Based Conservation
- Training programmes for local communities in wildlife management and eco-tourism
- Traditional ecological knowledge integration with modern conservation practices
- Preferential employment and procurement from surrounding communities
- Educational programmes for local schools focusing on biodiversity and entrepreneurship
Expansion Strategy 3
Near-Term (12-18 months):
- Complete wildlife stocking programme with Big Five introduction
- Launch hunting lodge operations with an initial 50% occupancy target
- Establish a processing facility for game meat and traditional products
- Develop international marketing partnerships and booking platforms
Mid-Term (2-3 years):
- Expand accommodation capacity to 40 beds with conference facilities
- Secure international hunting concessions and outfitter partnerships
- Launch photographic safari and eco-tourism packages
- Develop organic certification for agricultural products
Long-Term (3-5 years):
- Replicate the model across additional Eastern Cape properties
- Establish SAFTT as the leading transformation operator in the wildlife industry
- Develop a training academy for biodiversity economy skills development
- Explore carbon credit and ecosystem services revenue opportunities
Expansion Strategy
Near-Term (12-18 months):
- Complete wildlife stocking programme with Big Five introduction
- Launch hunting lodge operations with an initial 50% occupancy target
- Establish a processing facility for game meat and traditional products
- Develop international marketing partnerships and booking platforms
Mid-Term (2-3 years):
- Expand accommodation capacity to 40 beds with conference facilities
- Secure international hunting concessions and outfitter partnerships
- Launch photographic safari and eco-tourism packages
- Develop organic certification for agricultural products
Long-Term (3-5 years):
- Replicate the model across additional Eastern Cape properties
- Establish SAFTT as the leading transformation operator in the wildlife industry
- Develop a training academy for biodiversity economy skills development
- Explore carbon credit and ecosystem services revenue opportunities