Takealot today announced a landmark strategic partnership with Thirteen Lune, the acclaimed U.S. beauty discovery platform founded by renowned beauty entrepreneur Nyakio Grieco, marking Thirteen Lune’s first-ever international expansion.
Through the exclusive partnership, Takealot will become the South African home of an exceptional collection of premium global beauty brands – many available locally for the first time – including founder-led brands created by some of the world’s most influential entrepreneurs, beauty experts and cultural icons. The launch represents another significant milestone in Takealot’s ambition to become South Africa’s leading and most trusted beauty destination, giving customers access to globally sought-after skincare, haircare, cosmetics, wellness and fragrance brands that have traditionally been difficult to purchase locally.
“This is far more than the launch of new beauty brands. It represents another important step in our ambition to build South Africa’s most trusted beauty destination. We are incredibly proud that Thirteen Lune selected Takealot as its exclusive South African partner – not simply because of our scale, but because of our shared belief that eCommerce can create opportunity, celebrate founder stories and make exceptional products accessible to more people. Together, we’re introducing some of the world’s most exciting beauty brands to South Africa while laying the foundations for a beauty ecosystem that will continue to grow for years to come.” – Ryan Ferreira, Head of Retail, Takealot
Founded in 2020 by Nyakio Grieco, Thirteen Lune has become one of the world’s most influential beauty discovery platforms by championing innovative founder-led brands, celebrating diverse stories and redefining what modern prestige beauty looks like. Under Nyakio’s leadership, the business has grown from a digital marketplace into a nationally recognised retail platform, including a 2021-2025 shop-in-shop partnership across more than 600 JCPenney stores in the United States, earning a reputation for discovering tomorrow’s most exciting beauty brands.
For Grieco, whose Kenyan heritage has shaped both her entrepreneurial journey and her approach to beauty, launching in South Africa carries a significance that extends beyond business.
“Expanding Thirteen Lune internationally through South Africa is both an exciting business milestone and a deeply personal moment for me. My family’s roots are on the African continent, and returning to Africa through a partnership with Takealot feels incredibly meaningful. We were looking for more than a retailer – we were looking for a partner whose values aligned with ours. Takealot’s commitment to innovation, entrepreneurship and creating opportunities for local communities made them the clear choice to introduce Thirteen Lune to South African consumers.” – Nyakio Grieco, Founder & CEO, Thirteen Lune
The partnership will introduce South African customers to an evolving portfolio of internationally celebrated beauty brands spanning skincare, makeup, haircare, fragrance and wellness. The initial launch will include cult-favourite global beauty brands including Relevant Beauty, with the full partner brand portfolio to be announced ahead of launch.
Rather than simply expanding its assortment, Takealot sees the partnership as an important step towards building South Africa’s most comprehensive beauty ecosystem – combining exclusive global brands, trusted nationwide fulfilment, expert beauty content and experiences, alongside future opportunities to support local beauty entrepreneurship.
Beauty has become a strategic growth category for Takealot and an increasingly important way for the brand to attract and engage customers. The category also creates opportunities to move beyond traditional eCommerce, connecting digital discovery and convenience with content, community and physical experiences that bring beauty to life.
“Beauty is an incredibly exciting category for Takealot and one where we have significant ambition. We want to play a leading role in shaping the future of beauty retail in South Africa – not only by giving customers access to the world’s most exciting brands, but by creating a destination where beauty can be discovered and experienced in entirely new ways. This partnership significantly strengthens our premium and luxury beauty proposition, while giving us even more opportunity to bring the category to life through content, creators and experiences that extend beyond the screen. For us, this is about building something much bigger than an online beauty store. It’s about building a beauty destination.” – Karla Levick, Chief Marketing Officer, Takealot Group
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