Beauty retailer Beauty on TApp officially opened its latest store at Fourways Mall this weekend,
drawing an unprecedented early-morning crowd and marking a major milestone for the South
African beauty industry.
From as early as 4:00 AM, eager shoppers, influencers and beauty editors lined the streets outside
the mall in anticipation. By the time the doors opened, the atmosphere was festive and electric, with
hundreds of customers queuing to experience what the brand described as its “flagship sanctuary
for skincare and self-care.”
Founded by Mathebe Ngwenya, Beauty on TApp began as an online platform and has since evolved
into a widely respected brand known for curating local and international skincare and beauty
products tailored to diverse skin types and tones.
“We’ve always aimed to create a space where people feel seen, represented, and valued,” said
Ngwenya at the launch event. “This store is not just about products – it’s about community,
inclusion, and self-expression.”
A New Benchmark for Inclusive Retail
The new store has been designed with inclusivity in mind. Soft lighting, warm tones, and accessible
shelving give the space a welcoming feel, while the product range includes a careful mix of
established international names and emerging local brands. Highlights include Pastry Skincare,
known for its scientific formulations, and B’Air Skincare, which blends luxury with minimalism.
The store’s launch wasn’t a traditional retail event – it was a celebration. Shoppers danced in the
aisles, exchanged beauty tips, and engaged with brand representatives and influencers in a setting
that felt more like a community gathering than a commercial opening.
Gift vouchers and product giveaways added to the excitement, with many attendees expressing
appreciation for what they described as a “welcoming and affirming” experience.
Cultural Impact and Economic Opportunity
Industry analysts note that Beauty on TApp’s success reflects broader shifts in consumer
expectations. Shoppers are seeking not just quality products, but also brands that reflect their
identities and values.
Ngwenya, who has been vocal about the need for greater representation in the beauty industry, says
the Fourways store is a symbol of progress. “It’s important for young people – especially Black
women – to see themselves reflected in spaces of excellence. This store is a step in that direction.”
Beyond its cultural resonance, the launch also signals economic opportunity for local suppliers and
entrepreneurs. Several of the brands stocked at the Fourways location are independently owned
and manufactured in South Africa, giving smaller businesses much-needed visibility in a competitive
market.
Looking Ahead
As the store settles into operation, Beauty on TApp plans to expand its footprint further, with future
locations and partnerships in the works. The company’s success continues to position it as a leader
in the local beauty space – one that is committed not only to retail innovation but also to social
impact.
For many who attended the opening, the day was about more than beauty products. It was about
recognition, empowerment, and the power of inclusive entrepreneurship. As one customer put it,
“This isn’t just a store – it’s a statement.”
