WF Beauty is expanding South Africa’s beauty offering with a portfolio of international brands spanning Arab-inspired fragrances, Korean skincare and makeup. With several brands already launched and further introductions planned, the business is bringing local consumers more choice and access to quality products from around the world. The portfolio reflects a growing interest in global beauty trends, alongside demand for products that combine quality, individuality and accessible pricing.
Working closely with retail partners, including The Foschini Group and Edgars, is central to WF Beauty’s growth. These valuable partnerships bring together the business’s brand portfolio and established retail networks, helping brands reach scale and be enjoyed by more South Africans. Following the outstanding results of Armaf Beaute’s launch with The Foschini Group and Edgars, WF Beauty will continue collaborating with its retail partners to introduce new brands and strengthen their presence in the South African market. These relationships also help consumers discover international products through retailers they know and trust.
“Consumers are increasingly exploring global beauty trends, from Arab-inspired perfumes to Korean skincare, while demanding quality products that offer real value,” said Shiraz Jeewa, CEO of WF Fashion Group. “The global interest in Arab-inspired fragrances presents an exciting opportunity, while Korean skincare continues to attract consumers looking for innovation in their beauty routines. South Africans want access to these products at prices that make sense. Our focus is on bringing premium quality at affordable prices, supported by retail partnerships that allow us to reach more consumers and grow these brands sustainably.”
South African shoppers can keep an eye out for Numbuzin, Artistic Perfumery, Lattafa and Rayhaan, alongside further additions to WF Beauty’s portfolio. WF Beauty has also partnered with leading scent experts to create Habibi, a fragrance brand that will roll out across Africa.
With more brand introductions planned for retail shelves in the coming months, consumers can look forward to discovering a wider selection of fragrances, skincare and makeup to suit their preferences and everyday beauty routines.
