GLM TEAM 
What inspired Takealot to create the House of Beauty series?
The Takealot House of Beauty was born from a simple but powerful insight that beauty is deeply personal, expressive, and social. While Takealot is known for offering convenience and variety online, we wanted to create a space where beauty could be experienced in real life where people could touch, try, and connect. The idea was to bring the world of online beauty to life, giving South Africans the opportunity to interact directly with their favourite brands, discover new ones, and explore beauty in an inclusive, celebratory environment. It’s a natural extension of Takealot’s mission to make everyday living easier, more accessible, and more inspiring.
How is e-commerce changing the way South Africans discover and purchase beauty products?
E-commerce has completely redefined beauty shopping in South Africa. Consumers now have access to an incredible range of local and international brands at their fingertips, and in the case of Takealot shoppers have the added benefit of reviews, that help guide their choices. What we’re seeing is that beauty shopping has become more informed, more personalised, and more community driven. Without the restriction of shelves, Takealot has more Beauty Brands on our platform than any other South African retailer. With features like Same Day and Next Day delivery in many areas, customers are also able to enjoy instant gratification while shopping smartly and confidently from wherever they are.
What does it mean to Takealot, as an e-commerce platform, to play a part in helping people feel beautiful in their own skin both offline and online, especially those without easy access to beauty products?
It means everything. Beauty has the power to uplift and empower and at Takealot, accessibility is at the heart of that. We’re proud to provide access to quality products, expert knowledge, and trusted brands to people across South Africa, including those in areas where beauty retail options may be limited. Through House of Beauty, we’re taking that one step further by bringing those same experiences to life offline giving customers the chance to learn, play, and connect in person. Whether online or in person, our goal remains the same: to help people feel confident, seen, celebrated and included.
What role does House of Beauty play in supporting local beauty entrepreneurs or emerging brands?
Supporting local brands is a key part of what makes House of Beauty so special. The platform creates an opportunity for up-and-coming beauty entrepreneurs to showcase their products alongside global names, gaining exposure to new audiences and media. By curating a space where both established and emerging brands can shine, Takealot is helping grow South Africa’s beauty ecosystem creating opportunities for discovery, collaboration, and shared success. This year we’re excited to welcome local brands Masodi, SKOON, SKIN functional and Motherkind to the House of Beauty.
E-commerce often lacks the ‘human touch’ of physical retail. How is Takealot using in-person events like House of Beauty to build lasting relationships with customers?
That’s exactly why we created House of Beauty to bridge that gap between convenience and connection. While online shopping offers unmatched ease, there’s something powerful about experiencing a brand face-to-face, learning from experts, and engaging with products firsthand. These events allow us to meet our customers where they are, listen to their feedback, and build deeper relationships that go beyond transactions. It’s also an opportunity for our brand partners to engage directly with shoppers, bringing the online community to life in the most interactive way possible.
The event is sold out yet again. What is the significance of the House of Beauty selling out twice in one year, and what does this say about the support received from both consumers and brands?
It’s an incredible milestone and a testament to the growing beauty community in South Africa. Selling out twice in one year shows not only the excitement around House of Beauty but also the strong connection between consumers, brands, and Takealot. It tells us that South Africans want to be part of something bigger, a shared experience that celebrates beauty in all its forms. For us and our brand partners, it’s a proud moment that reinforces why creating these spaces matters.
Why is it important to Takealot to create immersive, in-person experiences in a digital-first world? What are you hoping people walk away with, beyond just products?
In a digital-first world, connection has become the new luxury. House of Beauty is about giving people that, a sense of belonging, discovery, and joy. It’s not just about shopping; it’s about celebrating confidence, self-expression, and individuality. We want people to walk away inspired, with not just a beauty bag full of products but a renewed sense of excitement for what beauty can mean in their everyday lives.
Why was Durban chosen for this edition, and what unique experiences can attendees look forward to?
Durban was a natural choice. It’s a vibrant city that mirrors the diversity and creativity of South Africa’s beauty community. On a strategic level, Takealot has also made a significant investment in the region through our new state-of-the-art Distribution Centre, which allows us to offer Same Day and Next Day delivery to more KZN shoppers than ever before. For this edition, we wanted to capture that same energy with live radio broadcasts from East Coast Radio and Gagasi FM, interactive workshops as well as beauty masterclasses. It’s going to be a true celebration of beauty, community, and innovation, Durban style.
Do you foresee the House of Beauty expanding to other cities in South Africa in the near future?
Absolutely. The goal has always been to make House of Beauty a national experience, and we look forward to continuing sharing it with the rest of South Africa
About The Author
Subscribe To Our Weekly Newsletter
