Edna Swart Transforms Adversity into Skincare Success Story

At just 16 years old, Edna Swart faced homelessness, navigating a life filled with challenges. Today, she is the founder of the skincare brand Ed&I and a devoted mother to her 18-month-old son, Astyn. Her journey from adversity to entrepreneurship exemplifies resilience and determination.

Edna’s childhood was marked by emotional turbulence. She was adopted at a young age, and her adoptive mother struggled with mental health issues. This tumultuous environment forced Edna into a survival mode that persisted throughout her formative years. “My adoptive mother suffered from mental health issues, which resulted in her doing things emotionally and physically that you wouldn’t do to your children,” she recounted in her podcast, Reality of the Hustle. Despite these hardships, her adoptive father’s words stayed with her: “You’re in a beautiful country, there’s opportunity, don’t play the victim.”

The family emigrated from South Africa to New Zealand when Edna was four. Following the death of her adoptive mother at age 18, she made the significant decision to track down her biological mother, leading her to spend 18 months in South Africa. However, the experience proved challenging, and after a traumatic incident, Edna returned to New Zealand, where she recognized the opportunities available to her.

Grateful to be back in a country with a supportive government system, she resolved to pursue higher education. Edna attended Massey University, earning a bachelor’s degree in finance. Despite her academic achievements, her eight years in the banking sector did not bring her fulfillment. During this time, she battled undiagnosed polycystic ovary syndrome (PCOS), which contributed to severe acne and impacted her self-esteem for over 15 years.

The struggles she faced with her skin led Edna to identify a gap in the market for effective skincare solutions tailored for acne sufferers. “I had acne on my back, chest, and face. It was so embarrassing, and I didn’t know how to get rid of it,” she shared. This personal experience motivated her to create a skincare line that would help others facing similar challenges. In 2019, she launched Ed&I, which has since evolved into a comprehensive skincare brand.

Edna attributes much of her success to embracing opportunities as they arise. Her social media presence while building Ed&I led to her being cast in the reality TV series BossBabes, which aired for three seasons, along with appearances on Celebrity Treasure Island and The Great Kiwi Bake Off. Drawing on her high school acting classes, she also secured a role on the popular show Shortland Street.

Becoming a mother has imparted a new perspective on Edna’s journey. “Nothing prepares you for the love you have. He has healed a lot of my trauma and gives me a bigger purpose,” she stated. This newfound role has led her to achieve a sense of calm and contentment. She emphasizes that emotional wellness is about finding peace within oneself, despite external pressures.

If Edna could offer her younger self a piece of advice, it would echo her own journey: “When you’re having a dark moment, know that it will pass. It’s OK. This is not the end of your story, it’s just part of your journey.”

Edna Swart’s story is a testament to resilience, hard work, and the transformative power of embracing life’s challenges. Through her brand and personal experiences, she continues to inspire others to find strength and purpose amid adversity.