Innovative beauty company, Beauty on TApp, marked its 10th anniversary by opening its fifth brick-and-mortar store on 13 September 2025, located at Sandton City in Gauteng. The e-commerce platform has cemented itself as the go-to destination for beauty products and services in the country.
Mathebe Ngwenya started the company in 2015 as a mobile app helping people find neighbouring beauty providers, and has successfully transitioned it into a full-service beauty retailer with five stores across the country. With the launch of the Sandton City Flagship, the company expands its presence alongside four other brick-and-mortar stores in Fourways Mall, Mall of Africa, Gateway Theatre of Shopping and Menlyn Park.
Beauty on TApp offers a range of over 80 local and international skincare, haircare and wellness products, carefully curated with inclusivity and accessibility to meet the needs of our diverse customers. The company has also expanded into manufacturing, developing three in-house brands, including Pastry skincare, created to address African skin concerns and B’Air skincare formulated to target specific skin concerns, with Forme haircare being the most recent addition.
As a 100% Black woman-owned enterprise, Founder & CEO, Mathebe Ngwenya, shared the challenges that come with opening new frontiers in the industry “We had Sandton City on our radar when we initially considered physical stores. But, we first had to establish ourselves as a trusted beauty retailer before we could lease retail space in this location.”
She shared “This store is the result of listening to customer feedback , we’ve brought in products that are globally sought-after such as Medicube and COSRX, and introduced skin diagnostics technology that is operated by our in-store aestheticians. Customers can expect a fun and interactive environment with our new store – as we’ve added basins to test and try the products here.”
“We are excited to see the beauty industry evolve in the country, as online trends, technological advancements and consumer education are shaping the future of this space. This progress is inspiring for local beauty entrepreneurs, offering new opportunities for growth and innovation” She concludes.
Visit Beauty on TApp at Sandton City, Store U48.
