Freshmo is a creative brand that has resilience, creativity, and an entrepreneurial spirit. First established in 2016 as Instant Refresher, Freshmo’s journey began as a solution to a personal challenge. It has now grown into a Proudly South African case study product, recognised for its innovation and uniqueness. Paul Masilo, the founder of Freshmo, shares his entrepreneurial journey and insights about the brand’s success.
It all started back in 2014, when the company was first known as Logo’s Branding and Trading, a family business that branded corporate gifts. “We started with a different focus,” says Paul, but in 2015, we partnered with several organisations to develop a solar-powered clothing iron.” This project was not pursued due to limited market demand, but it helped build a strong foundation of innovation and problem-solving that would later shape Freshmo.
Fresh Ideas Lead to Freshmo Mouthwash Sachets
Two years later, Paul experienced an awakening moment while fasting. “As a Christian, I fast every January for 40 days, just liquids, no fruits, or vegetables,” he explains. During this time, I carried around a bulky bottle of mouthwash because fasting can cause bad breath. Some day, I was looking at the mouthwash and saw it sitting on top of tomato sauce satchels. That’s when it hit me. Why not package mouthwash in sachets for convenience?” The idea led to the founding of Instant Refresher, which later rebranded to Freshmo, short for Fresh More.
The challenge we faced was getting the South African Bureau of Standards (SABS) to approve testing for a locally produced mouthwash.” Most mouthwash products are imported, and they are already tested before they arrive in the country. “In our case, there wasn’t a local testing standard for our product,” Paul explains. “We had done our internal testing, but we needed third-party validation.”
Through persistence and constant communication with organisations like SABS, Small Enterprise Development Agency (SEDA), and EKasiLab, Freshmo was eventually able to push for a testing standard. “We were the first in Africa to have a mouthwash packed in sachets,“ Paul proudly declares.
Strategic partnerships also played an important role in Freshmo’s success. “We have partnered with Bidvest (HAS Division), the University of Limpopo, and our research and development mentor, Professor David Katerere, to ensure our product meets the highest standards.”
“Quality and safety have always been top priorities for Freshmo. We conducted regular audits and comply with all regulatory standards,” says Paul. “This commitment to quality has earned Freshmo the Proudly South Africa endorsement. It is more than just a logo, it represents our dedication to local manufacturing, job creation, and producing a product that meets international standards.”
Convenience and Hygiene Combined
The Freshmo’s unique sachets packaging was inspired by the need of convenience and portability. “People are always on the go,” says Paul. “We wanted to offer a product that was easy to carry, affordable, and effective.” This approach has paid off. Freshmo’s mouthwash sachets are now recognised for their innovation.
Currently, Freshmo offers two mouthwash flavours, which are peppermint and the soon-to-be-released strawberry mint. The brand’s product line will also expand to include a traveller’s pack that is currently in the final stages of development.
The customer feedback has been overwhelmingly positive. “We are very humbled by the response, says Paul. “We have had customers from Zimbabwe, and we will soon be available in other SADC countries.”
Freshmo engages with its customers through social media, exhibitions, and store activations. “Our customers are the heart of our business, and we always listen to their feedback.”
Overall, when looking at the future, Paul sees much potential for Freshmo’s growth. “In the next five years, our objectives include increasing sales distribution channels and producing different flavours,” he says.
In reflecting on Freshmo’s journey, Paul sums it up simply, “We started our business very small, but we have now shown immense growth.”
Freshmo is a local brand created to freshen up the world through convenient, on-the-go sachets. With vision, dedication to quality, and passion for innovation, Freshmo is guaranteed to make great strides in the African oral care markets.
