For many young South Africans, social media is where dreams are shared. For Naqueeda Dayel, it’s where they’re built.
Popularly known for beauty content and an aspirational lifestyle aesthetic, Naqueeda has cultivated a loyal digital community by showing up consistently and authentically. But behind the polished transitions and trending videos is a young entrepreneur determined to create something that exists beyond the screen.
With the upcoming launch of her beauty brand, N Cosmetics, Naqueeda is entering a new chapter, one driven by purpose, creativity and the belief that young people don’t need permission to pursue ambitious ideas.
For Youth Month, Previdar sat down with Naqueeda to talk about entrepreneurship, beauty, authenticity, and why Gen Z is creating its own blueprint for success.
For readers who may be discovering you for the first time, who is Naqueeda and what should they know about your journey so far?
For those discovering me for the first time, I’m a young South African entrepreneur, digital creator and businesswoman who believes that consistency will always outperform talent that isn’t disciplined. My journey has never been about chasing popularity. It has been about building something meaningful. Every opportunity I’ve received has come from showing up, working hard and staying true to who I am.
People see the highlights on social media, but behind every achievement are sacrifices, long nights, setbacks and an unwavering belief in my future. I want my story to remind young people that success isn’t luck. It’s commitment repeated every single day.
You’re preparing to launch your makeup line, N Cosmetics. Tell us more about the brand and the inspiration behind creating it.
Creating this brand is about so much more than just lip gloss. I remember sitting by myself and thinking, “Why not just do it?” I’ve come up with so many business ideas before, but I’ve never been more excited or happier about a project than I am about this one.
I’m inspired by so many beauty creators outside South Africa. Their creativity and ideas motivated me to create something for myself and build a brand that reflects my own vision.
What can beauty lovers expect from N Cosmetics? Give us a glimpse into the products, vision, and experience you’re bringing to the market.
There are more than five different lip glosses, each with its own colour, scent and packaging. Everything is unique and thoughtfully put together. Most importantly, I personally chose every scent and colour to make the products feel even more special.
There are also different collections. Every collection was inspired by a memory or a moment from my life. It sounds crazy, but I made it a reality! Haha.
I’ve tried to cater for everyone, whether you’re a stay-at-home mom, a corporate woman or a Pilates baddie. The vision behind the brand is simple. I want every woman to feel confident after using N Cosmetics. That’s the end goal.
What’s something people constantly get wrong about young people today?
People often mistake confidence for entitlement with the younger generation. They assume young people want overnight success, but many of us are working harder than ever before. We’re starting businesses, creating jobs, learning new skills and finding opportunities in spaces that didn’t even exist a decade ago.
This generation isn’t waiting for permission. We’re creating our own tables instead of waiting for a seat at someone else’s.
What does “making it” look like for your generation now?
For my generation, making it is about more than just money. It’s about having the freedom to do what you love, building a meaningful career, creating opportunities for yourself and maintaining peace of mind.
Visibility and success are important, but so is having a supportive community and staying true to who you are. To me, making it means turning your passion into purpose while living a balanced and fulfilling life.
What’s one thing South African youth culture does better than anywhere else in the world?
South African youth culture has an unmatched ability to turn creativity into culture. Whether it’s through music, fashion, beauty, dance or social media trends, young South Africans know how to create movements that are authentic and influential.
We embrace our diversity, blend different cultures effortlessly and bring a unique energy that the world can’t replicate. The way we support local talent and turn everyday experiences into powerful stories is something truly special. We don’t just join the culture. We create it.
Which conversation do you think young people are finally having honestly?
I think young people are finally having honest conversations about mental health, burnout and the pressure to constantly have everything figured out. Social media often shows the highlights, but more people are opening up about their struggles, setting boundaries and prioritising their wellbeing. We’re learning that success isn’t just about achievements. It’s also about taking care of yourself and living authentically.
More young people are choosing to be themselves rather than fitting into society’s expectations. Whether it’s in fashion, beauty, career choices or personal goals, we’re learning that being genuine is more valuable than seeking approval.
As someone in the beauty space, I think we’re finally having honest conversations about self-image and confidence. Young people are recognising that beauty isn’t about perfection. It’s about self-expression, individuality and feeling comfortable in your own skin. That’s a conversation that’s long overdue.
What keeps you inspired when life, the country, or the industry feels exhausting?
What keeps me inspired is the promise I made to the younger version of myself. The hurt, broken and challenged version of me. I promised that I would never let myself, or anyone else, make me endure a hopeless life. I had dreams and goals that were once suppressed, but that promise kept me going. It reminds me to always want more and better for myself and the people I love. It’s a promise I intend to keep for the rest of my life.
What kind of future do you want young South Africans to inherit?
I want young South Africans to inherit a future where they feel confident being themselves. A future where creativity is valued, local talent is recognised globally and young people know that their voices, ideas and dreams matter. I want them to grow up believing that anything is possible.
I want a future filled with thriving businesses, strong communities, equal opportunities and a generation that isn’t just dreaming big, but achieving those dreams and inspiring the world while doing it.
Previdar celebrates style, culture and impact. What do you think your generation’s legacy will be?
I believe my generation’s legacy will be authenticity. We’re challenging old norms, embracing individuality and creating spaces where people can show up as their true selves. We’re proving that success isn’t just about status. It’s about impact, purpose and staying true to who you are.
As Youth Month reminds us of the power of young voices, Naqueeda represents a generation that’s choosing to build rather than wait. Whether through entrepreneurship, beauty or digital storytelling, she’s creating opportunities on her own terms while encouraging others to do the same. Her story is proof that consistency, authenticity and courage remain some of the most powerful tools young South Africans have as they shape the future they want to inherit.
