Takealot celebrates the anniversary of its first House of Beauty by returning to Johannesburg, where it all began. Following consecutive sold-out events, the 2026 edition cements House of Beauty as South Africa’s premier experiential beauty platform. We sat down with Karla Levick, Chief Marketing Officer at Takealot, to highlight the brand’s commitment to making beauty more accessible through immersive, in-person experiences and celebrate how Takealot.com is bridging online convenience with real-world connection.

The Takealot House of Beauty has sold out for the third time in record speed. What does this say about the evolution of beauty culture and consumer behaviour in South Africa right now?

It reflects a clear shift in how South Africans engage with beauty, from a transactional to an experiential approach. Consumers are no longer just looking to purchase products; they want to experience, understand, and connect with the brands behind them. The rapid sell-out highlights a growing appetite for immersive, community-driven experiences that bring together discovery, education, and entertainment all in one environment.

Bringing the anniversary edition back to Kyalami Grand Prix Circuit feels intentional. What makes this venue and Johannesburg the perfect home for this milestone moment?

Returning to Johannesburg for the anniversary of the very first edition was both intentional and strategic. This is where the Takealot House of Beauty journey began, making it the perfect place to celebrate this milestone. Hosting the event at the Kyalami Grand Prix Circuit allows us to deliver our largest and most ambitious edition to date, while elevating the overall experience.

From a marketing perspective, how does a physical experience like House of Beauty strengthen Takealot’s position as South Africa’s leading e-commerce platform?

House of Beauty strengthens Takealot’s position by bridging online convenience with real-world connections. It also provides real-time insights into customer behaviour and trends, helping us refine and personalise the online experience. This reinforces that Takealot is not just a platform for convenience, but a brand that understands, engages, and leads the evolving preferences of South African consumers.

Takealot has built its reputation on convenience and delivery. How do you translate that digital trust into a real-world, immersive beauty experience?

We bring the trust built online into the physical space by maintaining the same principles of accessibility, reliability, and ease, creating a consistent experience where customers feel the same confidence whether shopping online or engaging with us in person. At Takealot House of Beauty, customers can engage with products in person while still enjoying the convenience they expect from us, with TakealotNOW enabling instant product collection within minutes of purchase at the event.

The event continues to sell out quickly. Are there plans to scale it further, perhaps into other cities or even across the continent?

Of course, our vision has always been to bring the House of Beauty experience to communities across South Africa, and we look forward to expanding to new cities when the timing is right for both customers and brand partners. The strong demand signals clear growth potential, but our focus remains on scaling with intention, ensuring each edition is thoughtfully refined to deliver a high-quality, impactful experience that creates real value for both customers and brand partners.

That beauty is such a fast-moving, trend-driven industry. How does Takealot decide which brands, creators, and experiences to spotlight at House of Beauty?

Our approach is driven by a combination of data, insight and cultural relevance. We look at what customers are searching for, buying, and engaging with on the platform, alongside broader social and industry trends to understand what resonates with our audience. From there, House of Beauty then becomes a curated expression of those insights, bringing together the brands, creators, and experiences that reflect both current demand and emerging trends. It’s about staying relevant while also introducing customers to what’s next in beauty.

Takealot supports over 12,000 small businesses. How are emerging beauty brands being integrated into this platform and given visibility at events like this?

Emerging beauty brands are integrated into the Takealot platform through a combination of access, visibility and ongoing support. At our core, we are committed to giving SMEs access to the market, which means creating meaningful opportunities for small and growing brands to reach shoppers at scale.

Events like House of Beauty are a natural extension of that role. We intentionally create space for emerging local brands to stand alongside more established names, helping bring them closer to new audiences and giving them valuable real-world visibility. Beyond the event itself, we support these brands through initiatives like Meet the Maker, as well as marketing support, operational guidance and access to platform tools that help them grow sustainably on Takealot.

With over 12,000 small businesses supported on our marketplace, we see eCommerce as a powerful force for inclusion and growth. Our goal is not only to give these brands exposure in the moment, but to help turn that visibility into long-term success. When South African businesses grow, we all move forward together. And that’s Happy Delivered.

This year marks exactly one year since the inaugural event. What are the biggest lessons or insights you’ve taken from the first two editions?

The biggest lesson is that experience drives a deeper connection than convenience alone. Accessibility brings customers in, but immersive, real-world engagement builds trust, loyalty, and lasting brand relationships. The first two editions also provided powerful real-time insights, showing what customers are drawn to, how they interact with products, and which trends resonate. We use these learnings to continuously refine both the event and our online offering, staying closely aligned with what customers want.

In a space where global beauty giants dominate, how important is it for Takealot to champion local South African brands and creators?

It’s incredibly important. Championing local South African beauty brands and creators is central to our role as a marketplace. Local brands bring authenticity, innovation and cultural relevance that resonate deeply with South African shoppers, and our role is to create a platform where they can stand confidently alongside global leaders and be discovered at scale.

We have been on a real journey with brands like Masodi, which started selling on Takealot with just four SKUs. Today, it is an award-winning brand that has achieved more than 650% sales growth between 2021 and 2025 and is now expanding into five additional retailers. We have also seen brands like Yearn Skin earn recognition through nominations such as Best in Local at the Takealot Seller Awards. These are the kinds of success stories that show what is possible when local entrepreneurs are given meaningful market access.

By backing local brands, we are not only strengthening the diversity of our beauty offering but also contributing to the growth of the broader beauty ecosystem in South Africa.

Beyond the event itself, how does House of Beauty fit into Takealot’s broader mission of using e-commerce as a force for good in South Africa?

House of Beauty is an extension of how we see e-commerce, not just as a transactional platform, but as a way to create meaningful opportunities and connections in South African’s daily lives. By bridging online convenience with real-world connections, we’re building a more inclusive, accessible, and impactful ecosystem that benefits both consumers and businesses across South Africa. It also gives us a platform to support and grow local businesses, connect emerging brands with new audiences, and create real opportunities for entrepreneurs within the beauty space.