Nyakio Grieco has reclaimed full ownership of Thirteen Lune, the inclusive beauty platform she founded, signaling a shift in the brand's strategic direction and marking a significant moment for Black beauty entrepreneurship.
The reacquisition comes as Thirteen Lune announces its first major international expansion into South Africa, partnering with Takealot, the country's leading e-commerce platform. This move positions Grieco's brand to tap into one of Africa's most developed retail markets while reinforcing her vision for the platform as a curator of beauty products from Black-owned and minority-owned brands.
Thirteen Lune launched in 2020 during a pivotal moment for the beauty industry. The platform distinguishes itself by curating products exclusively from founders of color, addressing a persistent gap in mainstream retail distribution. Unlike traditional beauty retailers that allocate shelf space based on established brand size or marketing budgets, Thirteen Lune operates as a discovery engine designed to amplify emerging brands that historically face barriers to access.
Grieco's return to full ownership represents both a personal vindication and a broader statement about maintaining mission-driven principles in beauty retail. In recent years, several founder-led beauty brands have faced pressure from investors to broaden their positioning or shift their curatorial standards. By reacquiring the platform, Grieco retains complete control over which brands get featured, how the platform is positioned, and where growth capital goes.
The South Africa expansion carries particular weight. Takealot processes roughly 170 million monthly active users in South Africa and has become the primary e-commerce destination for beauty consumers in that region. The partnership places Thirteen Lune's curated Black-owned beauty brands directly in front of a market with significant purchasing power and growing interest in inclusive beauty products.
For Thirteen Lune's existing roster of brands, the move opens tangible revenue opportunities. Indie beauty brands struggle with international logistics and market entry costs. A partnership with an established regional player like Takealot eliminates several barriers simultaneously. Brands gain access to fulfillment infrastructure, payment processing, and customer service support they would otherwise need to build independently.
The timing also reflects broader shifts in venture capital's relationship with Black beauty founders. While funding has increased, several portfolio companies have faced pressure to abandon their original missions for broader market appeal. Grieco's decision to step back from outside investors aligns with a growing trend of founders taking back control after realizing their original vision required unwavering commitment.
South Africa represents a strategically smart entry point for international expansion. The country has a sophisticated beauty consumer base, established digital payment infrastructure, and a growing interest in supporting local and diaspora-owned brands. The Takealot partnership provides immediate scale without requiring Thirteen Lune to build its own distribution network from scratch.
Future expansion likely depends on whether this South Africa model succeeds. If Takealot customers embrace Thirteen Lune's curatorial approach and the featured brands gain meaningful sales volume, the platform has a replicable template for entering other African markets and potentially beyond. Grieco has established a playbook for what founder-controlled, mission-aligned beauty retail looks like when it maintains its principles while scaling internationally.