By Eleanor Douglas-Meyers
Gqeberha is about to get a major glow-up. Standard Beauty, the proudly South African skincare brand that has taken social media and skincare shelves by storm, is opening its biggest store yet at Baywest Mall this Saturday.
For Marketing Manager Lola Oosthuyse, this expansion isn’t just about square meters. It’s about showing love to a community that has been cheering them on since day one.
“The timing felt right because our brand is stronger than ever,” says Oosthuyse. “We’re ready to give our customers an even bigger, more immersive space that reflects the energy and love they’ve given us. Our community has shown up for us, from lines at 4am on opening days to sold-out events, and that support made it clear that South Africans are craving accessible, high-quality skincare experiences in person.”
Why Baywest? Why Now?
Standard Beauty has expanded rapidly under the leadership of founder Ann-Kathrin Joos, with loyal fans across the country snapping up its affordable, dermatologist-approved products. But the Eastern Cape has long been asking: When is it our turn?
“Gqeberha has always been on our radar,” Oosthuyse explains. “We have a loyal online customer base from the Eastern Cape, and they’ve been asking us to come closer for a long time. We want our customers to see that we care about them and that we didn’t only want to open big stores in the main cities.”
In a retail landscape where Gqeberha is often overlooked, this flagship store feels like a statement and a celebration.
“Gqeberha’s market is incredibly engaged and supportive of local brands,” she adds. “There’s a real appetite for something new, something proudly South African.”
A Flagship with Heart (and Pink Walls)
If you’ve ever wanted to step into the dreamy pink world of Standard Beauty, Baywest is your chance. The new store promises a full sensory experience, from the complete skincare and body ranges to first access to new product drops and a state-of-the-art Skinalysis skin scanning machine to help customers get to know their skin better.
And, true to the brand’s ethos, it’s more than just a retail space.
“Everything about our in-store experience is rooted in who we are,” says Oosthuyse. “We’re a proudly South African, female-founded brand that believes in accessibility, community, and confidence through self-care. We want people to walk in and feel like they’re hanging out with a big sister or best friend.”
From Online Love to Real-Life Connection
Standard Beauty’s online community has always been the heartbeat of the brand, loyal, vocal, and deeply invested. Translating that digital connection into a physical space was the natural next step.
“Opening physical stores is our way of saying thank you,” Oosthuyse says. “It’s about taking that digital love and turning it into real-life experiences where people can touch, feel, and celebrate everything they helped us build.”
Accessibility remains at the core of the brand’s philosophy, from price points to store locations to educational content.
“We started Standard Beauty because we saw a gap in the market for high-quality, dermatologist-approved skincare that didn’t cost a fortune,” she explains. “We want great skincare to be something everyone can enjoy, not just a luxury for a few.”
What’s Next for Standard Beauty?
While the Baywest opening marks the final step in phase one of Standard Beauty’s retail journey, it’s also the first step in phase two, a national rollout that will see more stores across South Africa.
Fans can look forward to exciting new product launches, collaborations, and seasonal favourites like the 2025 Advent Calendar, the upcoming Teen Range, and the new lip collection that’s already creating buzz.
“Without a doubt, seeing how excited our community gets has been the most rewarding part,” Oosthuyse smiles. “From the first teaser to the grand opening, their energy keeps us going.”
So yes, Gqeberha, it’s your time to shine. Or, more accurately, to glow.
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