Edgars is expanding its footprint to new and emerging segments

EDGARS, which commands a 28% share of the total beauty market and a dominant 43% of the premium beauty segment, is expanding its footprint into new and emerging segments, including the launch of Rabanne and the rapidly growing K-Beauty market, which will see launches rolled out across flagship stores this year and into 2026.

- PHILIPPA LARKIN

THE revamped Edgars Beauty store at Sandton City sets a new benchmark for experiential retail, featuring fragrance profiling, skincare analysis and curated makeup experiences.

(SUPPLIED)

Edgars Beauty’s retail presence now spans 108 Edgars stores, 11 partnered standalone sites and nine dedicated Edgars Beauty boutiques. Flagship locations including Sandton City, Gateway and Canal Walk have undergone full revamps, while Menlyn and two other top-tier stores are next in line for 2026.

Each store includes an immersive experience of fragrance profiling, skin analysis and tailored makeup tutorials with a curated product selection that reflects global beauty trends

The retailer's repositioning under Retailability, who have revitalised the brand’s relevance and have also redefined how South Africans experience luxury and mass beauty in a single, accessible space.

Edgars Sandton is now the home of the largest beauty brand footprint in Africa.