Mrs South Africa

Chandre Goosen-Joubert - Lady G

Mrs South Africa (Pty) Ltd is the No. 1 Pageant and Female Empowerment program for married women, in South Africa. It is not a beauty pageant in the traditional sense of the word.

Mrs South Africa is truly a life-changing journey for the women who enter this renowned empowerment program. The opportunity and platform that Mrs South Africa PTY LTD creates, for these women, is significant in every way and truly creates a ripple effect across our beautiful country. Through the journey, women discover the best versions of themselves again. They learn that you are never too old to follow your dreams and be the voice of change.

Mrs South Africa delegates are between the ages of 25 – 50 years of age and are mature, driven, ambitious and most of all real, relatable women who strive to be the best versions of themselves. They are wives, in some cases mothers, some are entrepreneurs and most are change makers, some are business women and others home makers, but they all want the best for their families and their community. They are brave and bonafide women.

The company has seen tremendous growth, in recent years, under the guidance of well-known business woman and entrepreneur, CEO Joani Johnson, and her management team, who are all experts in their fields.

Joani Johnson : “Mrs South Africa started out as a professional challenge for me. Today it is my vocation. While changing women, we have changed ourselves. While empowering others, we have become empowered and while teaching others, we have learnt so much. I recently read a quote which really resonated with me: I am here to support women until the day I die. And that is what we do at Mrs South Africa”

Mrs South Africa Top 50

Mrs South Africa Top 25


The foundation is exactly what it says, women helping other women. The foundation is a non-profit organisation (NGO) focused on female empowerment and community upliftment: a programme to improve the lives of the less fortunate and previously disadvantaged women of South Africa.

Our founder, Cindy Nell-Roberts, is a well-known South-African celebrity, television presenter and Director of Cosmetix (Pty) Ltd. Cindy reached celebrity status as Miss South Africa and a Miss Universe runner-up in 2003, thereafter she became a popular television presenter and personality for shows such as Pasella, Survivor, Strictly Come Dancing and Wedding Bashers just to name a few. Cindy spent over 15 years working with various charity projects and discovered that, above all, her passion in life is to help other women to improve their lives. The Women4Women foundation will focus on the empowerment and upliftment of women, with the end goal to help women improve their earnings, living conditions, confidence, appearance and to secure the future for their children.

The Women4Women foundation has partnered with the Mrs South Africa Pageant (a female empowerment and upliftment programme) and will be the official beneficiary of the Mrs South Africa annual fundraising ball. Funds raised at the ball will be distributed to community projects.

Women4Women will endeavour to establish three fully functional ECD Educational centres in three townships in 2020 for girls from the age of 6 – 11 years. Women4Women will also pay for the training of staff and day to day operations and maintenance of the educational centres. Our bursary students from underprivileged communities are currently studying Early Childhood Development and will be re-invested back into the system and community to assist with the Early Childhood Development program. Life skills taught at the Early Childhood Development Centres will be on par with the Government policy which is a comprehensive approach for children from 6 to 11 with the active participation of the educator. Its purpose is to protect the rights of children to develop their full cognitive, emotional, social and physical potential.

Life skills to teenagers form a big part of our initiatives please see the projects page for reference.

Mrs South Africa Sponsors