Upon establishing Black Joy Theory Khethiwe Mbongwa quickly realised that in order to compete with mainstream brands she would have to collaborate with other like minded, indie beauty brand owners. Thereafter, Khethiwe approached Kamogelo Mopai - the founder of My Cannabutter – to form a partnership and establish BOIBA to enable them and their future members to collaborate to compete. This is the only way Black women in beauty will retain ownership of their brands, gainfully employ youth and centralise the haircare and skincare needs of Black people.

BOIBA (Black Owned Indie Beauty Association) aims to support the development of a natural and wellness health culture in Black communities by providing access, exposure, support and opportunities to those communities.

The formation of BOIBA is a direct response from small brands inability to manage the expenses, lack of accessibility to markets and incapability to compete with mainstream cosmetics brands buying and distributive power. BOIBA aims to be at the forefront of further investment into research and technology development in STEM, IT and Cosmetic Chemistry. We strive create a culture of mutual exchange between niche brands on our continent (starting locally) to support one another and expand our way into the mainstream industry.