Africa is a bountiful continent, rich in diversity, natural ingredients and resources, and embedded in culture and traditions that embrace modernity and future trends. When it comes to the beauty industry, Africa’s strong retail sector, both online and in-store, is pivotal in shaping its future growth. The retail industry serves as the primary points of contact between beauty brands and consumers, accelerating product availability and driving market growth. Physical retailers offer a personalised shopping experience where consumers can test products. Online retailers provide convenience and a broader reach, allowing consumers from various regions to access a wide range of beauty products. The beauty industry in the Middle East and Africa was estimated to be at $30 billion in 2023, with South Africa representing $6 billion, Nigeria and Kenya second and third amongst the sub-Saharan nations, and Kenya more than $450 million. This sector is projected to grow at a compound annual growth rate (CAGR) of 3.7% from 2024 to 2030, fuelled by digital advancements such as streamlined payment systems.
South Africa is one of the most affluent African countries, with retailers like Clicks and Dis-Chem dominating the physical landscape, whilst online platforms like Superbalist and Zando continue to expand the accessibility of these products. As the market evolves, consumers are showing increasing interest in ethical, inclusive, and natural beauty products—driving the rise of both established and emerging local brands.
Clicks Group – Founded over 50 years ago in 1968, Clicks Group is South Africa’s leading health, beauty and wellness retailer and the largest retail pharmacy chain, with an expanding network of over 900 global stores. The beauty sections feature a diverse array of products from global brands such as The Body Shop, Aveeno and John Frieda. Stores are typically characterised by bright lighting, clean shelves, and organised product displays that make it easy for customers to find and test products. The Clicks website reflects their physical stores with a user-friendly interface, providing detailed product information, promotional offers, and online shopping capabilities. The combination of in-store and online experiences ensures that customers have consistent access to beauty products and services, reinforcing Clicks’ position as a leading retailer in the beauty sector.
Woolworths – Woolworths Holdings Limited is a South African multinational premium retail company that owns Woolworths, a South African luxury department store chain. Woolworths offers a unique blend of food, fashion, beauty and homeware. Since 1931, their stores are known for their modern and sophisticated design, reflecting the retailer’s commitment to quality. Woolworths’ focuses on emulating high standards and customer service, positioning it as a premium destination for beauty products in the region.
Foschini – The Foschini Group is a South African fashion and beauty retailer catering to the needs of women since 1925. They feature high-end brands such as Estée Lauder, Clinique, MAC, Inglot, and Yardley.
Edgars – Edgars South Africa is one of the country’s most established retail chains, with a long-standing history in fashion and beauty. Founded in 1929 in Johannesburg, Edgars began as a clothing retailer but has since evolved into a comprehensive department store offering a wide range of products, including fashion, accessories, footwear, beauty products, and homeware. Edgars’ presence in beauty is significant, with partnerships with major global beauty brands like Estée Lauder, Lancôme, and MAC, as well as popular local brands. It also offers a loyalty program, which helps retain a dedicated customer base. Edgars continues to play an important role in South Africa’s retail landscape as it adapts to new consumer trends and technological advancements.
Retail is buoyant in Africa and there are several interesting brands from Africa that are taking centre stage, Sk + Muse from Nigeria has positioned itself as innovative and modern skincare brand. Products like body oils and fragrances, body butter, body balms, and even candles are all made from natural ingredients that are locally sourced from West Africa. Suki Suki Naturals is a skin and haircare brand from South Africa using Africa’s healthiest ingredients. Lelive is another skincare brand, it’s a clean, conscious, and high-performance skincare brand formulated with African botanicas and scientific actives to give you clear and glowing skin.
African brands represent a celebration of culture, identity and natural beauty. In a world where the beauty industry often sets unrealistic standards, these brands offer authenticity and inclusivity. Embracing A-Beauty and its independent brands is more than a passing trend—it’s a tribute to rich traditions within this region and as the industry evolves, African indie brands serve as a powerful reminder that beauty is not only diverse and enduring but also deeply personal. The future holds great promise for them.
Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding, your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’