Local Love: Supporting SA Skincare Brands

When you walk into a store, the skincare aisle is dominated by brands with glossy international advertising campaigns, celebrity endorsements, and premium packaging. These familiar names might feel local because they are sold everywhere, but most are multinational corporations with headquarters overseas. While their marketing speaks to South African consumers, their profits flow to shareholders in Europe, America, or Asia.

Here is the simple truth: When you buy from these big international brands, most of your money leaves South Africa. When you choose local skincare brands, your money stays here, creating jobs and strengthening our economy.

The economic difference is real

Think about it this way: when you spend R100 on an international brand, only about R40 stays in South Africa. But when you spend that same R100 on a local brand, over R140 worth of economic activity happens right here at home (AMIBA, n.d.). That is because local businesses hire local people, buy from local suppliers, and reinvest their profits back into South African communities.

Locally owned businesses recirculate 2-4 times more money in the economy than non-local companies, with local businesses returning 52.9% of each purchase locally compared to just 13.6% for chain stores (AMIBA, n.d.). International brands might have local stores or even factories here, but the real economic benefits—research and development, executive decisions, profit distribution—happen overseas. Local brands, on the other hand, are founded by South African entrepreneurs who live in our communities and understand our unique skincare needs.

What makes South African skincare special

Local skincare brands are not just about keeping money in the country—they are about harnessing South Africa's unique natural heritage. At Not Just Skincare, we have built our formulations around indigenous botanicals that have been used for generations, celebrating our rich botanical heritage whilst delivering real skincare results.

When you choose products with these local ingredients, you are supporting the sustainable harvesting of indigenous plants and the communities that have preserved this knowledge for centuries.

Our commitment to building local networks

At Not Just Skincare, supporting the local economy extends far beyond our own operations. We have made it part of our core mission to create a network of support that strengthens South African communities:

• We partner with local suppliers throughout our supply chain, from ingredient sourcing to packaging, ensuring that multiple South African businesses benefit from every product we create
• We support community organisations like Khazimula Children's Home, because we believe successful businesses should give back to vulnerable communities
• We reinvest our profits back into South Africa rather than extracting them to overseas shareholders
• We are committed to expanding our support network as we grow, seeking out more local partnerships and community initiatives that align with our values

When you choose Not Just Skincare, you are not just supporting one local business—you are supporting an entire ecosystem of South African entrepreneurs, suppliers, and communities. Your purchase creates a ripple effect that strengthens multiple levels of our local economy.

South African skincare success stories

Local does not mean settling for less quality. South Africa represents $6 billion of the $30 billion Middle East & Africa beauty market, making it the dominant regional player, yet 90% of the domestic market remains controlled by international brands (InterGest, 2024; Mordor Intelligence, 2024). However, South African skincare brands are achieving remarkable success internationally.

Why your choice matters

When you support local skincare brands, you are supporting more than just one business. Small businesses in South Africa employ 13.4 million people, accounting for 80% of the country's total workforce (FinMark Trust, 2024). Every local brand you support helps create employment for your neighbours, reduces environmental impact through shorter supply chains, and preserves our unique South African heritage.

The environmental benefits are substantial too. Local production reduces transportation emissions, minimises packaging requirements, and often incorporates South Africa's biodiversity sustainably. Cultural preservation represents another unique advantage—local brands understand our diverse cultures, preserve traditional knowledge of indigenous ingredients, and create products that reflect authentic South African innovation.

The conscious consumer movement

More South Africans are choosing to support local businesses, and for good reason. We are realising that our purchasing decisions have power—they can either build up our communities or send our money overseas.

South Africa shows significant shift to conscious consumerism with 51% now buying locally-sourced products, up from 47% pre-COVID (NIQ, 2022; PwC, 2024). This is not just a trend—it is a fundamental shift in how we think about the impact of our choices.

Making the switch

The choice is simpler than you might think. Start by looking beyond the big marketing budgets to discover South African brands that compete on quality, innovation, and values. Many are available online, at independent retailers, or through direct sales. When you cannot find them on mainstream shelves, ask your local stores to stock them—consumer demand drives distribution decisions.

Supporting local skincare brands is not just about beautiful skin—it is about building a beautiful economy that works for all South Africans. When you choose local, you are investing in innovation, job creation, environmental sustainability, and cultural preservation.

References

AMIBA. (n.d.). The local multiplier effect. https://amiba.net/local-multiplier/

FinMark Trust. (2024). FinScope MSME South Africa 2024: Key findings highlight urgent need for informal sector support. 

InterGest. (2024). Exploring opportunities in South Africa's growing cosmetic market. https://intergest.co.za/south-africa-cosmetic-market/

Mordor Intelligence. (2024). South Africa professional skincare product market size. https://www.mordorintelligence.com/industry-reports/south-africa-professional-skincare-product-market

NIQ. (2022). 58% of South African consumers say they're buying a greater variety of brands than before COVID. https://nielseniq.com/global/en/insights/education/2022/58-of-south-african-consumers-say-theyre-buying-a-greater-variety-of-brands-than-before-covid/

PwC. (2024). Voice of the consumer survey 2024. https://www.pwc.co.za/en/press-room/voice-of-consumer-survey-2024.html