EGG Beauty isn’t just another pretty store — it’s a whole new beauty movement. A love letter to individuality, creativity, and connection, this is where South Africa’s most exciting homegrown brands meet world-class design, experience, and curation.
Dreamed up as a home for modern beauty, EGG Beauty is redefining how we discover, share, and celebrate what makes us feel beautiful. It’s less “retail space,” more “radiance revolution” — a space where your skincare obsession, your scent signature, and your sparkle can all live in harmony.
The brand’s brand-new flagship at The Zone @ Rosebank is a study in confidence and calm, brought to life by Blackline Retail Interiors. Think soft curves, warm light, and natural textures that feel both luxurious and lived-in — like your favourite moisturiser in architectural form. The space was inspired by the idea of gathering around a harvest table: open, inviting, and made for connection. Here, every shelf tells a story, every display sparks discovery, and the neutral palette lets the products do all the talking.
Inside, you’ll find a covetable lineup of beauty heavyweights and rising stars. From cult favourites like Swiitch Beauty, Silki, and Lelive, to global glow-getters like CosRx, Axis-Y, and Beauty of Joseon — it’s a dream edit for every skincare lover. And because no look is complete without a little shine, EGG Beauty also spotlights jewellery from Athena Jewels, Ziba Styles, Buddahlexi, and Dash.
But EGG Beauty isn’t just selling serums and sparkle. It’s celebrating the stories behind each brand — many of which EGG has nurtured from their earliest days. Several of these local gems are now expanding internationally, proving just how bright South Africa’s beauty scene is shining on the global stage.
The Rosebank flagship marks the start of a bold new chapter for We Are EGG — one that champions women-owned businesses, celebrates local talent, and reimagines retail as a shared experience. Beauty is now one of the fastest-growing categories within the EGG ecosystem, and with plans to roll out up to 18 EGG Beauty stores nationwide over the next two years (next stops: Gateway and Bedford Square), the glow-up is only just beginning.
So, whether you’re chasing hydration or highlighter, fragrance or fine jewellery, step inside and stay awhile. Because at EGG Beauty, self-expression isn’t just encouraged — it’s the whole point.
Find EGG Beauty at The Zone @ Rosebank, and discover select brands at EGG Cavendish and EGG V&A Waterfront.