By In just a week to go before the highly anticipated Takealot House of Beauty returns excitement is already at an all-time high. The immersive beauty experience has officially sold out for the third consecutive time—cementing its place as one of South Africa’s most in-demand beauty events.
Leari Lifestyles recently had the privilege of sitting down with Karla Levick, Chief Marketing Officer at Takealot to unpack what this milestone means for the beauty industry and how the brand is reshaping the future of retail.
Leari Lifestyles: The House of Beauty has sold out for the third consecutive time. What does this say about the evolution of beauty retail and consumer behaviour in South Africa?
KL: The consistent sell-out of the Takealot House of Beauty event highlights a clear shift in how consumers are engaging with online beauty retail in South Africa. There’s growing demand for experiences that go beyond the transaction, where people can interact with products, understand them better and feel more confident in their choices.
Consumers are increasingly looking for a more connected journey, one that blends discovery education and community. It also reflects a move towards more intentional purchasing, where people want to engage with brands and products in a more meaningful way before they buy.
Overall, it signals that online beauty retail is evolving into something far more experiential with a stronger focus on connection, engagement and personal relevance.
Leari Lifestyles: “Experiential beauty shopping” is a central theme. How is Takealot redefining the traditional e-commerce experience through events like this?
KL: Experiential beauty shopping allows us to extend the value of e-commerce beyond convenience and into real-world engagement. While our platform provides accessibility, range and ease, events such as Takealot House of Beauty create an opportunity for customers to experience products firsthand and engage more deeply with brands.
It is about bridging the gap between digital and physical, creating a more holistic ecosystem where discovery, education and purchase all come together. We’re also able to take insights from these in-person interactions and use them to continuously refine and personalise the online experience. In that sense, it’s about enhancing the e-commerce experience in a way that feels even more connected and intuitive for the customer.
Leari Lifestyles: How is Takealot responding to the growing demand for inclusivity and diverse beauty representation?
KL: Responding to inclusivity and diversity is a fundamental part of how we approach beauty at Takealot. We are intentional about ensuring that our platform and experiences reflect the diversity of South African consumers, both in the brands we work with and the stories we tell.
At Takealot House of Beauty, this comes to life through a curated mix of local and international brands, a wide range of product categories and experiences that speak to different needs, identities and preferences. It is about creating a space where people feel seen, represented and able to explore beauty on their own terms.
By listening to our customers’ feedback and championing diversity at every touchpoint, Takealot is helping shape a beauty landscape that’s more authentic, representative, and empowering for all. Ultimately, inclusivity is an ongoing commitment to building a more accessible and representative beauty ecosystem.
Leari Lifestyles: Do you see potential for expanding the House of Beauty to other cities or even internationally?
KL: Of course, our vision has always been to bring the Takealot 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.
Leari Lifestyles: What can consumers and the industry expect from future editions of the House of Beauty?
KL: Future editions will continue to build on what has worked, while introducing new elements that reflect how the beauty landscape is evolving. We will be looking at how to deepen engagement, expand the experience and bring in new categories, partnerships and innovations.
There will also be a continued focus on creating more personalised and immersive experiences, as well as supporting the growth of local brands alongside global leaders. For both consumers and the industry, the aim is to create a platform that not only reflects current trends but also helps shape what’s next in beauty.
Leari Lifestyles: How do you see the intersection of e-commerce, technology, and experiential retail evolving over the next 3–5 years?
KL: Over the next few years, we expect to see a much closer integration between e-commerce, technology and physical experiences. Customers will increasingly expect seamless journeys that allow them to move effortlessly between online discovery and real-world engagement.
Quick commerce is already reshaping these expectations – at Takealot House of Beauty, for example, visitors can shop through TakealotNOW via the Mr D app and enjoy product collection at the venue within minutes of purchase, demonstrating how on-demand fulfilment is becoming integral to the retail experience.
Technology will continue to play a key role in enabling more personalised, intuitive and responsive experiences, whether through data-driven recommendations, instant fulfilment systems, or more integrated retail environments. At the same time, physical experiences will continue to grow in importance as spaces for connection, learning and brand engagement.
The opportunity lies in bringing these elements together in a way that makes it feel cohesive, where instant convenience, innovation and experience work together to meet evolving customer expectations. Quick commerce isn’t just about speed, it’s about reimagining how digital platforms can enhance and streamline physical retail moments.