Micro-franchising model opens new pathway to business ownership for South African women

With the launch of its first micro-franchise store at Mall of the South, WAXIT is demonstrating how micro-franchising could become one of South Africa’s most powerful yet underutilised tools for economic empowerment.

The store marks a significant milestone for the brand, expanding its footprint while creating a structured pathway for employees to transition into business ownership.

Women in South Africa are starting businesses at increasing rates, yet they still represent less than a quarter of formal small and medium-sized enterprise (SME) owners. Research from the International Finance Corporation indicates that women-owned businesses in Africa are around 20% less likely to access financial services than those owned by men, highlighting the need for alternative pathways to entrepreneurship.

Micro-franchising is designed to address this gap by lowering the barriers to entry typically associated with traditional franchising. While franchise startup costs in South Africa can exceed R1.7 million, micro-franchising provides a more accessible entry point supported by structured mentorship and a gradual ownership transition within an established brand system.

According to industry data, each new franchise business in South Africa has the potential to create between eight and 10 direct jobs, with an additional seven indirect jobs generated for every 14 direct roles through supply chains and support services.

Franchise businesses also demonstrate strong resilience, with around 80% remaining successful beyond three years.

Founded by Michelle Royston, WAXIT has grown steadily since launching in 2015 and now operates 41 branches across Gauteng, KwaZulu-Natal and the Western Cape. The brand’s specialised wax-only format has enabled consistent operations and training, forming the foundation for the new micro-franchise model.

The first micro-franchise store is operated by two longstanding employees who have transitioned to become micro-franchisees through a structured five-year incubation programme.

Thuli Ngwenya, who joined the company 11 years ago as a WAXITologist, went on to lead the brand’s SETA-accredited training centre, where she has trained every new employee entering the business.

Co-micro-franchisee Precious Matabane began as a part-time receptionist before progressing to field services consultant, where she supported operational standards across stores nationwide.

The micro-franchise model enables experienced team members to step into ownership roles while benefiting from the support, systems and brand strength of an established business.

For Royston, the model reflects a longstanding vision to create opportunities that extend beyond employment. “I want to build a legacy, not an empire,” she explains. “Empires expand. Legacies endure.”

With the first micro-franchise now operational, the initiative signals a broader shift toward more inclusive ownership models in the South African franchise sector, creating opportunities not only for business growth but for meaningful economic participation, too.