Exclusive Interview: Karla Levick – Chief Marketing Officer at Takealot.com
Takealot brings its popular House of Beauty experience to Durban, expanding its footprint after a successful Johannesburg debut. The piece highlights the brand’s commitment to making beauty more accessible through immersive, in-person experiences and celebrates how Takealot.com is bridging online convenience with real-world connection.
What inspired Takealot to create the House of Beauty event, and how does it align with the brand’s broader vision for lifestyle and e-commerce in South Africa?
The Takealot House of Beauty was created to bring our online beauty offering to life by connecting consumers, brands, and trends in a more engaging, experiential way. While Takealot has always been about accessibility and convenience, this event allows us to celebrate beauty beyond the screen by creating spaces for discovery, learning, and self-expression.
It aligns with our vision as South Africa’s #1 shopping app, delivering happiness through beauty experiences where South Africans can discover the brands they love while exploring authentic ways to express their individuality and confidence.
How does House of Beauty help position Takealot as a leader in the beauty category within South Africa’s e-commerce space?
The House of Beauty has strengthened Takealot’s position as a key player in South Africa’s beauty market by bridging digital convenience with real-world experience. It allows us to showcase the scale and diversity of our beauty offering, from international favourites to local success stories while building direct connections with customers.
By curating an immersive, trend-led experience, we’re showing that Takealot isn’t just an app to shop beauty; it’s a platform that celebrates it, leads the conversation, and continually innovates to meet the evolving needs of South African consumers.
How is e-commerce changing the way South Africans discover and purchase beauty products?
now have access to a far wider range of products, shades, and brands than ever before, many of which were previously unavailable locally.
At Takealot, we’re seeing shoppers become more informed and experimental, using online platforms and social media to research, compare, and learn before they buy. Our role is to make that journey seamless through detailed product content, authentic reviews, curated collections, and consumer-led recommendations that help customers find the right fit for their needs.
The event is sold out yet again. What is the significance of the House of Beauty selling out twice in one year, and what does this say about the support received from both consumers and brands?
Selling out twice in one year is an incredible milestone and a strong reflection of the growing appetite for beauty experiences in South Africa. It’s a clear sign that consumers want to engage more deeply with brands in spaces that allow for real connection and discovery.
It’s also a testament to the amazing support we’ve received from our brand partners, both global and local, who continue to invest in creating these memorable experiences with us. Together, we’re shaping a new kind of beauty culture, one that’s accessible, diverse, and proudly South African.
Why was Durban chosen for this edition, and what unique experiences can attendees look forward to?
Following the success of our first House of Beauty in Johannesburg, Durban was the natural next step. It’s a city known for its vibrancy, individuality, and creativity qualities that perfectly mirror the beauty community we serve.
This edition builds on everything our audience loved about the first event, while introducing new elements tailored to Durban’s unique spirit. Attendees can look forward to interactive beauty zones, expert-led workshops, live demos, and special experiences, including live broadcasts from East Coast Radio and Gagasi FM, and an appearance from Bonang Matheba and House of BNG. It’s going to be an unforgettable celebration of beauty in all its forms.
Durban also holds special significance for Takealot, as we recently opened our new, state-of-the-art Distribution Centre in the city. This investment allows us to offer Same Day and Next Day delivery to even more KZN shoppers, further strengthening our connection with the region and enhancing the overall customer experience.
Do you foresee the House of Beauty expanding to other cities in South Africa in the near future?
Absolutely. The House of Beauty was always designed to be a national experience, one that connects Takealot with beauty lovers across the country. We can’t wait to share this experience with the rest of South Africa.