Established in 2011, Beauty Factory was previously owned by LeSel Research (Pty) Ltd – the biggest personal care contract manufacturer in Africa, servicing global multi-national brands including Unilever, L’Oréal and Procter & Gamble.

In April 2018, Beauty Factory was acquired by Expensive Habits (Pty) Ltd, and an evolution of the brand and its products ensued. Managing Director, Samantha Wilkins remarked, “I have never been into make-up, but I have always loved good bath, body and facial products, not to mention fragrance. When I started due diligence on the business while it was in business rescue, I became increasingly interested in the products, the ingredients being used and just how good the products are. That’s when I realised the opportunity that presented itself.’ 

It was a brave move considering the state of the retail sector in South Africa, with the country in economic downturn, but Samantha took the challenge head on. She quickly realised that the business needed not only operational changes, but a change in brand positioning as well.

Today Beauty Factory has three Outlet stores and is home to a variety of personal care products and cosmetic beauty ranges. It also offers the finest ‘Inspired by’ fragrances, with an ever expanding range of candles and home diffusers and cleaning products too.