Justine: 50 Years of Homegrown Beauty & Skincare Excellence

A milestone worth celebrating has arrived as Justine marks the remarkable 50-year anniversary since the launch of its inaugural product in the local market.

“The Justine story is a remarkable South African story that speaks of resilience, agility and adaptation to evolving marketing conditions as well as constant innovation that continues to be on the leading edge of beauty lovers’ needs,” says Mafahle Mareletse, MD of Avon Justine in Turkey, Middle East & Africa.

“It is a noteworthy case study that casts confidence on South Africa’s capability and limitless potential to use science and nature to produce world-class beauty products. Most importantly, it is an empowering lesson to entrepreneurs on the value of identifying gaps in the market and finding solutions to narrow those.”

Justine has stood the test the time, and today it stands as a true South African beauty phenomenon, trusted by thousands if not millions, having blossomed into an iconic personal care, cosmetics, and fragrance brand over the course of half a century.

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Justine: How it all started

The brand’s journey traces back to the skincare product boom of the 1970s, when Veronica Devine’s quest for a suitable skincare solution led her to co-found the company alongside cosmetic chemist, Paul Symes. Fueled by their shared vision, they embarked on a mission to fill the gap in the market and provide exceptional skincare products that catered to diverse needs.

Built on the foundation of empowering women to be active participants in the economy, the brand revolutionized the concept of financial independence by introducing the role of Justine Consultants. By offering women the opportunity to become independent consultants, Justine opened doors for them to earn income and embrace entrepreneurship. This groundbreaking approach not only empowered women but also fostered a sense of autonomy and self-reliance, making Justine a catalyst for personal and professional growth.

“The brand remains committed to the promotion of women in science through the involvement of female scientists in the development of Justine products,” elaborates Mareletse.

“As a proudly South Africa brand, we have strict policies that ensure we employ local people since Justine products are manufactured locally.”

Looking ahead to their 50th year and beyond, Mareletse emphasizes the brand’s unwavering commitment to community investment. As part of this dedication, Justine will continue to make significant contributions through active participation in the Thuthukisa Together Foundation. By supporting this foundation, which focuses on early childhood development, Justine aims to make a meaningful and lasting impact on the community, nurturing the growth and well-being of future generations.

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The next 50 Years for brand Justine

With an eye towards the future, Mareletse highlights Justine’s readiness to embrace the forthcoming 50 years. Recognizing the potential that advanced technology and the digital economy offer, Justine is poised to seize the opportunities that lie ahead. By harnessing the power of technology, the brand aims to enhance its presence and engagement, leveraging digital platforms to connect with customers in innovative ways.

Justine is committed to staying at the forefront of the industry, utilizing technological advancements to drive growth, deliver exceptional customer experiences, and shape the beauty and skincare landscape for years to come.

“Currently, the beauty brand has leveraged e-commerce and implemented Justine e-stores where consultants have access to their own stores, the Justine Grow App enables business owners to recruit new consultants.

“Free digital brochures made available to customers to share and order and the Justine On App helps consultants to run their businesses, pay accounts and access a variety of innovative beauty products to share on social media to woo customers.”

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This May, as Justine celebrates its golden jubilee, the brand pays tribute to the remarkable entrepreneurs who have stood by its side, transforming lives and upholding its legacy.

To mark this momentous occasion, Justine is delighted to unveil an array of special offers, exclusive discounts, and delightful surprises across its esteemed range of skincare, cosmetics, and fragrance products. These celebratory offerings serve as a token of gratitude to loyal customers who have been an integral part of the brand’s journey.

As Justine enters its 50th year, it invites everyone to join in the festivities and indulge in the extraordinary offerings that await.



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