For generations of South African women, Avroy Shlain has been part of the beauty routine. From fragrances and skincare on bathroom shelves to Beauty Advisors sharing products through personal connections, the brand has built a legacy that stretches across more than five decades.

Now, Avroy Shlain is giving that legacy a modern makeover.

The South African beauty brand officially unveiled its new direction at a relaunch event at The Level Three in Sandton, introducing a more contemporary, social-first approach aimed at connecting with today’s beauty consumer.

At the centre of the relaunch is “Beauty, Reimagined”, a campaign designed to bring the brand’s heritage into today’s beauty culture while creating space for a younger generation of beauty enthusiasts and creators.

From nostalgia to the creator era

Avroy Shlain is leaning into the nostalgia that comes with a brand many South Africans grew up with, but the focus is not simply on looking back. The campaign brings together macro, mid-tier, micro and nano creators, alongside the brand’s established network of Beauty Advisors.

Content will include get-ready-with-me videos, fragrance stories, skincare education and beauty advice across platforms such as TikTok, Instagram and YouTube.

The role of the Beauty Advisor is also evolving. Rather than focusing solely on traditional direct selling, advisors are being positioned as digital beauty mentors, storytellers and community voices.

“This evolution is about bringing our legacy forward with intentionality,” says Zimbini Mpangele, Head of Marketing. “We are taking everything South Africans have loved about Avroy Shlain for 50 years and presenting it with a fresh, elevated energy.”

Keeping the local connection

Founded in 1973, Avroy Shlain was built around peer-to-peer beauty discovery, creating a direct relationship between consumers and its network of Beauty Advisors.

That same idea is now being adapted for a digital audience, with social content, creator recommendations and e-commerce forming part of the brand’s new approach.

The company says it also plans to put greater emphasis on its product development and formulation stories, giving consumers more insight into the people and processes behind its beauty products.

A new generation of beauty

The relaunch comes as beauty culture continues to shift, with consumers increasingly discovering products through creators, social media and online communities.

For Avroy Shlain, the challenge is to remain recognisable to the generations who already know the brand while becoming relevant to those discovering it for the first time.

Scene Feed thought

There is something interesting about watching a brand that has been part of South African beauty culture for more than 50 years step into the creator era.

Avroy Shlain is not throwing away its history. It is taking the nostalgia, the Beauty Advisor connection and the familiar place it has held in South African homes, and giving it a more modern space to live. Now, the real test will be seeing how that legacy translates onto our feeds.

Watch reel of the event here.