Beauty Revolution Expo hits Sandton

In its second consecutive year, Africa’s biggest beauty festival opened its doors in Sandton.

The Beauty Revolution Expo united thousands of enthusiasts and professionals all under one roof talking about all things beauty on 13 and 14 March. With trends in skincare, hair care and makeup constantly changing, the two-day festival allowed industry lovers to come together, learn and interact.

The festival covered all aspects from showrooms, demonstrations, masterclasses, yoga sessions and even in-depth panel discussions on which touched on societal and topical discussions.

Upping the ante at this year’s expo, co-founders Yasmin Kathoria and Kanchana Moodliar create the Future of Beauty Summit where local businesses were given the opportunity for growth. The summit, which took place on 5 March, provided a platform for 10 local beauty business owners under the age of 30 to present their business plan in the hope of obtaining R100 000 in cash and R1 million worth of business advice.

According to Moodliar this is how the expo hopes to change the local beauty industry. “We believe that this is how we can transform South Africa and contribute to employment – by creating a platform that young people can participate in and you can contribute towards.”

After an evening of networking, beauty lover and owner of Chick Cosmetics Nomfundo Njibe won the grand prize. According to Njibe, she hopes to further develop the brand and increase its product offerings. “We have so much more to do and create, we are only just getting started.”

In addition, Chick Cosmetics had been allocated a space on the expo floor to showcase its potential. On the first day of the expo, the cosmetic brand’s stand was a buzz as attendees were sure to get in on the action.

A number of makeup masterclasses also took place in the lounge area were renowned makeup artist and online content creator Rushana Isaacs led the first class of the day.

Known for her simple and easy-to-recreate makeup looks, the makeup artist demonstrated how attendees could achieve an elegant makeup look for any occasion. The following four classes were headed up by Marco Louis, Mihlahi Ndamase and beauty brand Candy & Co.

To get the attendees involved in the elements that influence and shape the industry itself, a number of panel discussions were in session. One session in particular was hosted by well-known South African model, activist, and lawyer, Thando Hopa.

Hopa was the first woman with albinism to be on the cover of Vogue, making it is a fitting choice for her to lead the discussion on the beauty of diversity.

Diversity

The lack of diversity in the beauty industry has sparked particular interest over the last few years. “It is our responsibility to bring in the conversations that really matter. Yes, we are beginning to see that women of different colours, races, shapes and size are better represented in society today but we are also aware that there it is not enough,” Hopa said.

She added that in popular culture there is almost an anxiety that the term diversity has been commercialised. “We need to ask the question of whether or not [beauty] brands are actually being sincere with diversity and representation.”

According to artist and activist Laura Windvogel, in terms of pop culture, it is overwhelmingly depicted that in South Africa we are striving for cultural identity. This is why the presence and depiction of diversity is essential. “Because of things like apartheid, it became hard to show who you are as an individual.”

Lesego Legobane added that due to the country’s vast population there is a sense of excitement in the community because people who were previously overlooked and marginalised are now being represented in the beauty space.”In beauty, fashion and pop culture people are saying that, through the power of social media, we deserve to be heard and represented. I think that what is happening is that some brands are listening because we live in a new era.”

Legobane did, however, note that diversity is sometimes being looked at as a trend to the private sector. “I think that it [diversity] is becoming more of a trend as opposed to an actual thing of wanting to make a change from within the brand. I always feel like it is a simple tick through a list like ‘yes, we did that, we had a fat girl, we had someone who has a disability, and we had someone with albinism’. It is almost like a checklist because I am only seeing these things happen on a once basis.

“When I go to the mall and pick up a magazine, I don’t see girls like me – it is almost like a one-off thing. It needs to be an everyday thing, it needs to be an every month thing.”

Singer, songwriter and women’s activist Leanne Dlamini added that companies need to realise that we see through all of the insincerity. “When someone or a brand is not being sincere, we as the consumer can tell. I think that they really need to think about being honest and real. You need to speak to us as the consumer, find out what our needs do not only follow this as a trend.”

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