In the SA beauty industry, representation is a challenge. We don’t see enough people of different colours, shapes, and sizes.
Call for Change
Luckily, social media opens room for an industry rooted in exclusivity and perfection into a more inclusive celebration of diversity and self-expression. People that felt excluded from the perfection standards used their socials to celebrate diversity and self-expression. They call for change, encouraging the beauty industry to represent more people.
We wanted to grow the beauty industry by inspiring social change through entertaining content and then building a community to mobilize this change.
Beauty ideals are based on our appearances, skin tone, and body shape in today’s society. Young people encounter too much negativity, which is damaging to their self-esteem. We created the Beauty Revolution to shape positive conversations on Albinism, Dark Skin, Vitiligo, Body Shaming.
Beauty can be a force for connection, going beyond a palette of eyeshadows. People have a psychological connection with beauty more than any other industry because it allows self-expression and builds confidence.
We realized the power of making the beauty industry a source of pleasure, not of pressure. We created an inclusive beauty community to have fun, to feel good, and to self-express.
We engaged beauty brands with new ways to build equity through co-creation with communities. One of our key partner brands crowdsourced its latest collections with our community.
Our digital platform became a community of over 15k fans in one year, working with over 100 influencers. With the platform’s success, we organized a 2-day festival that happened at the Sandton Convention Center in 2019 and 2020. In 2019 our reach on social media was over 11 million people, with our PR value reaching over R4 million. More than 10.000 people attended the festivals with the support of 80 brands. Unfortunately, covid-19 prevented us from organizing a festival in 2021.