The beauty industry in Africa is experiencing unprecedented growth, driven by several key factors. A rising middle class, increased urbanization, and a youthful population with a keen interest in beauty and personal care are major contributors to this boom. The widening retail sector, both online and physical, plays a crucial role in shaping the beauty industry in Africa. South Africa, for example, one of the continent’s most prominent beauty hotbeds valued at $4.3 billion, has a thriving retail sector that is expected to grow at a CAGR of 3.7% between 2024 and 2030 driven by digital transformations like easy payment systems.The retail industry serves as the primary points of contact between beauty brands and consumers, facilitating product accessibility and driving market growth. Physical retailers offer a tangible shopping experience where consumers can test products and receive personalized advice. Meanwhile, online retailers provide convenience and a broader reach, allowing consumers from various regions to access a wide range of beauty products.As African beauty brands make informed choices on whether to globalize or appeal to local markets, the influence of retailers in either of those occasions extends and projects market reach. By stocking international beauty brands, retailers help introduce global beauty trends to the African market, fostering a cosmopolitan beauty culture. Additionally, many retailers support local beauty brands, helping them gain visibility, compete in a crowded market, and have a spot on beauty’s global stages. This dual approach ensures a diverse product offering that caters to the unique needs and preferences of African consumers.