AJELESS AFRICA
ASTRID JONKER
FOUNDER OF AJELESS AFRICA | PROFESSIONAL MAKE-UP ARTIST
Astrid Jonker, the founder of cosmetic line, Ajeless Africa, studied cosmetology and in 2011 enrolled at the Make Up Issue in Cape Town, where she would go on to major in make-up and beauty, qualifying as a make-up specialist.
In 2015, this Capetonian, after working alongside some of the best people in the industry, created her first lipstick line. And what started as a line of lipstick, soon grew into a company – Ajeless Africa Cosmetics was born. Dedicated to ensuring that all the different ethnicities, and skin tones, on the African continent were considered, Ajeless Africa was the disruptor sorely needed in an industry that had to date often ignored darker tones of skin.
Derived from: AJ (Astrid Jonker), E (Esme, Astrid’s second name), Le (Lehane, Astrid’s mother’s name), ES (Esme which is Astrid’s grandma’s first name) and S – “because it just makes sense”, Ajeless Africa now offers 10 shades of lipstick, as well as lip gloss and nail polish, all of which consider skin tones that have, until now, largely been excluded from the beauty industry.
A proudly South African company, conceptualised with African women in mind, Ajeless Africa – and indeed Astrid – are starting to make waves locally.
Ajeless Africa Cosmetics is a proudly South African makeup brand, designed for the women of Africa and all the ethnicities that grace beautiful country and our beautiful continent, because every woman deserves to be an A-lister.
All Ajeless Africa Cosmetics products are cruelty free.
MY MISSION
My mission was to create a proudly South African makeup brand developed from scratch for the women of Africa/South Africa by African/South African women. Ajeless Africa Cosmetics launched its first line of SPF15 enhanced lipstick shades back in 2016, our range of matching nail polish shades in 2017, and our range of lipgloss shades in 2018. We also released a range of matte lipstick shades in 2018 and developed more nail polish shades in 2018.
THE STORY
Inspired by three generations of strong women, Ajeless Africa cosmetics was founded in 2015 by Astrid Jonker, professional make-up artist turned business woman. Astrid’s dream was to create a range of cosmetics that offers a shade to suit women of every ethnicity. She is directly involved with the development of all Ajeless Africa products and makes it a personal passion to make women look as beautiful as they feel!