How Sorbet Redefined Beauty Salons for the Modern South African Woman

How Sorbet Redefined Beauty Salons for the Modern South African Woman. When Ian Fuhr founded Sorbet in 2005, his vision wasn’t just to create another beauty salon—it was to build a community-driven brand that uplifted people from all walks of life. Fuhr noticed a lack of consistency and inclusivity in South Africa’s beauty industry, he wanted to challenge this by creating a space where every client felt valued and empowered. His personal commitment to inclusivity and exceptional service became the foundation of Sorbet’s success.

Transforming the Beauty Landscape

From the very beginning, Sorbet set out to redefine how South Africans experienced beauty services. Unlike traditional salons, Sorbet prioritized creating a warm, welcoming environment where clients weren’t just customers—they were family. This ethos was reflected in its Sorbet Society loyalty program, which cultivated strong relationships and built a thriving community.

What truly distinguished Sorbet was its holistic approach to beauty. Fuhr identified opportunities beyond women’s grooming by launching brands like Sorbet Man for male clients and Candi&Co. for afro-textured hair care. By addressing the diverse needs of South Africa’s population, Sorbet established itself as a pioneer in inclusivity and innovation.

Lesson for Entrepreneurs: Pay attention to underserved markets. By catering to diverse audiences, you can create a niche while fostering inclusivity.

Navigating Challenges and Reinvention

The COVID-19 pandemic hit the beauty industry hard, but Sorbet’s resilience shone through. With salons closed, the brand pivoted by focusing on its retail division. In June 2023, the Clicks Group acquired Sorbet, leading to a close partnership between Sorbet and Clicks Holdings. As part of this collaboration, customers can now earn points on their Clicks ClubCard with every transaction at Sorbet. The companies also teamed up to create an exclusive range of Sorbet-branded products, which are available in Sorbet and Clicks stores, offering customers a seamless and integrated experience across both brands.

Lesson for Entrepreneurs: In times of crisis, pivot boldly. Having multiple revenue streams can act as a safety net during disruptions.

A Legacy Built on Training and Franchising

Fuhr believed that a brand’s strength lies in its people. Sorbet’s training academies ensured that every therapist and stylist embodied the brand’s commitment to excellence. This dedication to consistent service quality became a cornerstone of its reputation.

Moreover, franchising played a pivotal role in Sorbet’s rapid expansion. By empowering passionate entrepreneurs to own and operate Sorbet stores, the brand grew across South Africa while maintaining its signature values. Today, Sorbet boasts over 200 stores, a testament to the power of franchising combined with a strong brand identity

Lesson for Entrepreneurs: Invest in your team. High-quality training ensures your brand’s values are reflected in every customer interaction. Franchising, when done right, can scale your business while maintaining quality.

What Entrepreneurs Can Learn from Sorbet

• Build for Community: Sorbet succeeded by creating a sense of belonging and trust among its clients. Find ways to make your customers feel valued.
• Embrace Diversity: Address the unique needs of your audience to stand out in competitive industries.
• Be Resilient: Adaptability is key to surviving market disruptions. Always be prepared to pivot your business model.
• Focus on Consistency: A consistent customer experience builds loyalty and strengthens your brand.

Ian Fuhr’s vision of inclusivity, community, and excellence has left an indelible mark on South Africa’s beauty industry. Sorbet is more than a salon—it’s a testament to what happens when a brand dares to put people first. For entrepreneurs, Sorbet’s story is a powerful reminder that authentic connections, strategic innovation, and resilience are the cornerstones of lasting success