Doek on Fleek Lifestyle, founded by Thandi Mavata, is a lifestyle for women that aims to dismiss the "pull-me-down-syndrome" amongst women.
The movement includes many events with opportunities of empowering women. The founder has strongly iterated that business is not about the headscarf, but rather what it symbolises: generational knowledge passed down as grandmothers, mothers and sisters taught younger girls how to wrap themselves in years of inherited feminine knowledge.