THE first fine fragrance created and named for a black South African celebrity, by Halo Heritage, is now going to be made available at Clicks stores in South Africa, Botswana, Namibia, Mozambique and Swaziland.
The Boity Pink Sapphire Eau de Parfum will join a number of products fronted by celebrities since 2015 that have become multi-billion dollar businesses.
Inge Peacock, chief executive of Halo Heritage, creators of luxurious natural hair and beauty products, which developed this fragrance in collaboration with actress, musician, entrepreneur and style icon Boity Thulo, said celebrity fragrances – such as Fenty by Rihanna, and Kylie Cosmetics and Kylie Skin by Kylie Jenner – have been leading brands, completely outpacing those not endorsed by known-faces.
"The major change that has been embraced by the Boity brand is that whereas local consumers have up until now supported luxury fragrances created for and sold by international beauty houses and celebrities, they are now gravitating towards home-grown icons."
Peacock said that Halo Heritage, together with Thulo, had developed Boity Pink Sapphire Eau de Parfum during lockdown and launched it online through its own channels as well as Superbalist and Takealot.
