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Beauty on TApp launches its flagship store in Mall of Africa.

our favourite beauty brands found on will now also be available at Mall of Africa

Mathebe Molise is the pinnacle of modern excellence as a black South African woman making a name for herself in the beauty industry with her successful e-commerce business, Beauty on TApp. The company, which was founded in 2015, is a deliberately curated one-stop-shop for in demand, affordable beauty products, providing customers with a range of skincare, haircare, and makeup products. Now, Molise is catapulting her business to new heights by opening the company's first brick and mortar store at the prestigious Mall of Africa.

“The online community really supported the brand, and we want to take it a step further by allowing them the opportunity to see, feel and touch their products of choice. Word of mouth is a powerful tool and we’ve been fortunate enough to build a community because of this. As the team and I take on this new journey, we look forward to connecting with customers, fostering stronger relationship, and encouraging the learning culture.”,says Mathebe.

The decision to open a flagship store is testament to Molise's entrepreneurial spirit and business acumen, a skill honed during her 8 year tenure in the financial services sector. E-commerce in Africa, specifically South Africa, is growing rapidly but still lags behind physical stores. According to a report by Statista, e-commerce sales in South Africa were estimated to be worth around $4.4 billion in 2020, while retail sales in brick-and-mortar stores were estimated to be around $130 billion.

Launching the Beauty on TApp store at the Mall of Africa also holds significance for the beauty space in South Africa. The industry is growing rapidly, with a significant portion of the market dominated by international brands with key local brands making inroads and stealing market share. The launch of a local retail brand like Beauty on TApp at such a prestigious location speaks to Mathebe’s passion and desire to provide an affordable and accessible luxury experience. While there are already established players in the industry, there are still opportunities for new brands such as Pastry Skincare, Standard Beauty, Amazi Beauty and Love Kinks to solidify their market presence through Beauty on TApp’s various retail platforms.

The store promises to offer customers a premium shopping experience, designed with the modern shopper in mind, providing a space for customers to consult with expert in-store aestheticians and shop for their favourite local and international beauty products in an inclusive and stylish environment.


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