Our New CEO Lethepu Matshaba

A leader who thrives on reinvention

Lethepu’s career has been anything but predictable – from steering global brands to orchestrating the marketing machine behind the 2010 FIFA World Cup. Now, she brings her dynamic energy and strategic acumen to Prime, ready to shake up the industry.

The best leaders don’t just drive change – they harness it, Lethepu says with conviction. I’m here to connect big-picture trends with business goals, to ensure Prime is not just keeping pace but setting the pace.

Lethepu’s Vision for Sustainable Beauty, Inclusive Leadership, and Co-Creation

In an industry where packaging and sustainability go hand in hand, Lethepu sees immense potential. ‘Sustainability isn’t just good ethics – it’s good business,’ she asserts. ‘Reducing waste, rethinking materials and forging deeper partnerships with customers will define our approach.’ She envisions Prime as a hub of co-creation, where brands and manufacturers work together to push the boundaries of responsible beauty.

Lethepu is no stranger to high-stakes leadership. She’s navigated boardrooms and stadiums, balancing billion-rand strategies with the art of rallying people behind a shared vision. ‘I don’t believe in leadership from the top down. It’s about bringing the outside in – staying curious, staying agile and ensuring innovation drives impact,’ she explains.

With a firm belief in talent development, Lethepu is set on creating an environment where people don’t just work – they grow. ‘The real legacy of leadership isn’t in what you achieve, but in who you empower,’ she maintains. ‘That means investing in mentorship, fostering an inclusive culture and ensuring that the next generation of leaders – especially women – have a seat at the table.’