Takealot Partners With Thirteen Lune for First International Beauty Expansion
Takealot Partners With Thirteen Lune for First International Beauty Expansion. Takealot is expanding its beauty offering through an exclusive partnership with US beauty discovery platform Thirteen Lune, bringing a selection of international, founder-led beauty brands to South African consumers. Announced on 28 August 2026, the partnership marks Thirteen Lune’s first international expansion, with Takealot serving as its exclusive retail partner in South Africa.
The collaboration will strengthen Takealot’s offering across skincare, haircare, cosmetics, wellness and fragrance. Several of the participating brands are expected to become available to South African consumers for the first time through the platform.
The initial launch will feature Relevant Beauty, while Thirteen Lune’s broader partner portfolio is expected to be announced ahead of the launch.
Thirteen Lune brings founder-led beauty brands to SA
Founded in 2020 by beauty entrepreneur Nyakio Grieco, Thirteen Lune focuses on discovering founder-led brands and expanding representation within prestige beauty.
The company’s entry into South Africa gives the platform an opportunity to introduce its international portfolio to a new market, while Takealot gains exclusive access to the brands included in the partnership.
For Takealot, the collaboration forms part of its wider ambition to establish itself as a leading beauty destination in South Africa.
Ryan Ferreira, head of retail at Takealot, said the partnership represents more than the launch of new beauty brands and described it as another step towards the company’s ambition to build South Africa’s most trusted beauty destination.
Takealot targets beauty discovery
Takealot said its beauty strategy extends beyond product availability, with plans to combine its e-commerce infrastructure with beauty content, creators and experiences.
Karla Levick, chief marketing officer of Takealot Group, said beauty is an important category for the company and that it wants to play a leading role in the future of beauty retail in South Africa.
The strategy is centred on giving customers access to international brands while creating a platform where beauty can be discovered and experienced in new ways.
Focus on founder-led businesses
The partnership also highlights the role of founder-led businesses within Thirteen Lune’s model.
Grieco said expanding into South Africa was both a business milestone and a personal moment, citing her family’s roots on the African continent. She added that the company was seeking a retail partner whose values aligned with its own.
Takealot said its longer-term vision could include opportunities to support local beauty entrepreneurship. This could create an ecosystem in which international brands enter the South African market while local businesses gain access to digital retail infrastructure.
The partnership positions beauty as an expanding area of focus for Takealot, with the retailer looking to combine international brand access, online convenience, content and discovery as it develops its beauty proposition.
