Woolworths Beauty reports 14.7% growth as Summer Escape returns to Hyde Park

Woolworths Beauty has reported a 14.7% increase in year-on-year growth, with over one million South African customers now engaging with its beauty offering.

The figures were disclosed during the retailer’s latest financial results presentation, which highlighted the division’s expansion across skincare, fragrance, colour cosmetics, and haircare.

The company’s strategic focus on experience-led retail was reflected in the return of Summer Escape, held at Summer Place in Hyde Park.

Now in its second year, the event drew a curated guest list of influencers, media professionals, top customers and competition winners. No tickets were sold to the public.

“This year marks an exciting step forward for Woolworths Beauty. Summer Escape is not just about celebrating our products, but about connecting with our community,” said Julie Maggs, general manager for Beauty at Woolworths.

According to Woolworths, in the lead-up to the event, social media platforms recorded widespread engagement, with users sharing outfit plans and beauty preparations.

"On the day, over 1 000 mentions of Woolworths and Summer Escape 2025 were recorded on Instagram and TikTok," it said.

The event featured immersive installations, curated treatments, and interactive zones designed to showcase Woolworths’ vegan, cruelty-free, and paraben-free WBeauty range. International brands such as Fenty and Dior were also on display.

Woolworths said it was expanding its beauty footprint beyond South Africa.

Its Nairobi store at Sarit Centre has been positioned as a regional flagship, offering global brands and an extended WBeauty range.

The retailer has indicated its intent to deepen its presence in East African markets.

“The journey for Woolworths Beauty is only just beginning. Growth for us is not just about scale; it’s about being meaningfully relevant, making a lasting impact, and building a beauty destination that resonates deeply with South Africans. It is about curating experiences, products, and innovations that inspire confidence, spark curiosity, and set new standards for accessible luxury," said Maggs.

Summer Escape 2025 included expert-led sessions and sensory activations involving music, food, and fragrance. The format combined elements of fashion, theatre, and technology, positioning Woolworths Beauty as a player in experience-driven retail.

The company said its strategy includes expanding its customer base while reinforcing its position in the South African beauty market.

"Woolworths Beauty continues to invest in product development and retail innovation, with a focus on ethical and inclusive offerings," the group said.

The event’s invitation-only format and curated experiences reflect Woolworths’ approach to brand engagement, it said. The retailer has indicated that future activations will continue to blend aspiration with accessibility, aligning with its broader retail objectives.

Woolworths Beauty’s growth figures and regional expansion plans form part of the company’s long-term strategy to strengthen its position in the beauty sector. The retailer has stated that it will continue to explore opportunities for innovation and customer engagement across its markets.

BUSINESS REPORT