A powerful new collaboration in South Africa’s beauty industry has been unveiled as media personality and entrepreneur Mpoomy Ledwaba partners with Sheldon Tatchell, founder and CEO of Legends Barber, to expand Aneno Beauty. The duo will officially launch their first joint store at Fourways Mall, marking the beginning of an ambitious growth journey.
This partnership signals a strategic expansion into the nail and beauty space, blending Mpoomy’s influence and vision, with Sheldon’s proven track record in building one of Africa’s fastest-growing grooming brands. Sheldon Tatchell, now a full partner in Aneno Beauty, mentioned his reasons for this partnership; “What drew me to Mpoomy is our alignment in values and belief systems,” says Sheldon. “Our foundation in faith allows us to approach business with mutual respect and integrity. The right partnership is everything.”
For Mpoomy, the partnership is both intentional and impact-led. “I’ve always been inspired by Sheldon’s journey; he has incredible leadership and is values-driven, people-centred, and his work is rooted in impact,” she says. “As I grow Aneno to impact hundreds of thousands, I knew I didn’t want to do it alone but with someone who shares a vision of purpose, change, and meaningful storytelling.”
While Legends Barber has built its reputation in grooming, the move into nail care reflects an evolving market opportunity. “The beauty industry is growing, and although it’s a different segment, we can apply similar systems and expertise,” Sheldon explains. “We believe Aneno Beauty has the potential to become one of the biggest nail salon brands in South Africa.”
The Fourways Mall location will serve as a pilot and learning hub, focused on delivering a premium yet accessible experience. “Customers can expect a nurturing, luxurious space with friendly service, quality nails, and an environment that makes them feel valued and rejuvenated,” Mpoomy adds. “We want every touchpoint to feel impactful.”
Beyond business growth, the partnership carries a deeper social mission: empowering women through skills development. “We are committed to upskilling and training women as nail technicians,” Sheldon says. “This is our way of contributing meaningfully to employment and community upliftment.”
Over the next three to five years, the partners envision expanding Aneno Beauty’s footprint while building a lasting legacy. “This is about growth, creating opportunities, and learning so we can one day do the same for others,” says Mpoomy. “This is just the beginning.”
