For Associate Professor Gerald Maarman, the journey into entrepreneurship began with an unexpected problem close to home. What started as a search for relief for his dog Bella has developed into Chadash Enterprise, a venture seeking to translate years of Rooibos research into innovative skincare solutions for pets.
When a personal challenge sparked an idea
In 2022, Maarman and his wife, Tamlin Maarman, COO of Chadash Enterprise, welcomed Bella, a white Ocean Pearl Yorkie, into their family. A year later, Bella developed a serious skin condition that caused her to lose almost all her hair.
The couple tried numerous skincare products and medications, while veterinary expenses reached between R2 500 and R4 500 per month, but they struggled to find an effective solution.
The problem intersected unexpectedly with Maarman’s academic research. Much of his work focuses on understanding the underlying mechanisms of Rooibos extract, including its potential skin-protective properties. After obtaining Rooibos extract from Rooibos Ltd, he began using it to wash Bella. Within weeks, he says her skin and hair improved and eventually returned to normal.
That experience prompted Maarman and his wife to investigate the market. Their search for comparable Rooibos-based dog skincare products did not produce the results they were looking for, revealing what they believed could be an opportunity to develop something different.
Turning research into a product
The challenge was not simply adding Rooibos to an existing skincare formulation. “The polyphenols found in medicinal plant extracts are soluble in polar solvents such as water, creating limitations when incorporating meaningful concentrations into products with high oil or fatty-acid content,” says Maarman.
This led to the development of what Chadash Enterprise calls its Novel Rooibos Bioactive Delivery Technology. The technology is designed to incorporate high concentrations of Rooibos extract into different skincare formulations, with the company describing the concentration as equivalent to six cups of Rooibos. The team is currently pursuing patent protection and sees potential applications beyond pet skincare.
Chadash Enterprise’s products are described as organic, hypoallergenic, pH-balanced and water-based, with the company positioning them as a cost-effective option for long-term skincare.
A researcher stepping into entrepreneurship
Maarman’s path to entrepreneurship is closely connected to his academic career. Originally from Eersterivier in Cape Town, he is an associate professor at Stellenbosch University and says his experience in research and public speaking has equipped him with skills that now translate into entrepreneurship.
His ability to conceptualise new research ideas has played an important role in developing the business, while his public-speaking experience has helped him pitch the products to companies in the skincare industry.
He says, “Our venture represents the continuation of work that began more than a decade ago. After years of conducting Rooibos research and publishing scientific papers, developing a tangible product provides an opportunity to translate that knowledge beyond academia”.
An unexpected change in direction
Interestingly, Chadash Enterprise did not begin as a pet skincare company. Its initial focus was on providing health and wellness solutions to employees in the corporate environment.
“We developed programmes connecting employees with healthcare professionals, providing health testing and treatment for diagnosed conditions, as well as longer-term follow-up. But Bella’s skin condition presented an unexpected opportunity that ultimately changed the direction of the business,” Maarman recalls.
What began out of frustration became the foundation for a new venture focused on bringing Rooibos-based skincare products to market.
Navigating the realities of building a startup
Like many early-stage businesses, Chadash Enterprise faces the challenge of securing sufficient funding. Testing, regulatory requirements and approvals all require capital before products can reach the market.
The company hopes to pursue funding through Stellenbosch University LaunchLab to support the first phase of the business. It has already completed LaunchLab’s Countdown programme and pitched at the 2026 Cape HealthConnect, where the team says it established relationships with two companies with a global footprint.
Building ideas by listening to the market
Maarman’s advice to aspiring entrepreneurs reflects the path that led to Chadash Enterprise: continue developing promising ideas while paying close attention to real problems in the market.
“Never give up on your ideas,” he says, encouraging entrepreneurs to make time to think, refine their concepts and understand what customers and investors value.
He also believes criticism can be useful. Rather than simply dismissing naysayers, entrepreneurs can use constructive critique to strengthen their ideas and approaches.
For Chadash Enterprise, entrepreneurial process began with one dog’s difficult skin condition. Today, it is bringing together personal experience, scientific research and product innovation in an effort to turn years of Rooibos research into practical skincare solutions.
