Woolworths Beauty Hosts Event of the Season

Woolworths Beauty’s Summer Escape returned to Summer Place, Hyde Park – bigger, bolder, and more talked about than ever before. What began as a first-of-its-kind beauty lifestyle event last year, has evolved into a viral, pop culture moment.

Summer Escape challenged the status quo on typical beauty events; instead of selling tickets to customers, the guest list was by invitation. Only top customers, influencers, media partners and lucky winners were in attendance, and the results speak for themselves. Ahead of the event, social media was in a frenzy as people attempted to win tickets, and those who had secured their tickets shared updates on what they were planning to wear and how they were preparing for the event of the season. On the day, over 1 000 tags on Instagram and TikTok mentioned Woolworths, specifically relating to Summer Escape 2025, crowning the event a viral sensation.

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This year, Summer Escape invited guests to step into a multi-sensory playground where colour, taste, scent, and sound collided in exceptional ways. Every touchpoint was carefully considered, from immersive treatments and art-inspired installations to interactive zones where beauty met fashion, theatre, and technology. The result was a day that blurred the line between corporate event and elevated lifestyle experience, positioning Woolworths Beauty as a pioneer of experience-driven beauty in South Africa.

The brand announced during its most recent financial results presentation that its beauty business was now home to an impressive one million South African customers. In the last financial year, Woolworths Beauty grew by 14.7%, reaffirming Woolies’ position as the Beauty shopping destination in South Africa. Woolworths’ beauty footprint is growing across the continent too. In Kenya, their store in Sarit Centre is now Nairobi’s beauty destination, housing global icons like Fenty and Dior alongside an expanded WBeauty range. This East African flagship underscores their commitment to innovation, growth, and deeper connections with shoppers in African countries beyond South African boarders.

Julie Maggs, General Manager for Beauty at Woolworths, said: “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.”