The Clout Group and FELAS GROUP announce strategic distribution partnership via Takealot

The Clout Group and FELAS GROUP announce strategic distribution partnership via Takealot

Cape Town, South Africa – The Clout Group, South Africa’s leading curator of viral international beauty, wellness and lifestyle products, today announces a new strategic partnership with FELAS GROUP, leaders in online merchandising, to bring selected top-tier products from The Clout Group’s portfolio to the Takealot.com, South Africa’s largest online retailer.

Under the agreement, the full range of The Clout Group’s curated global-viral lifestyle and beauty products will continue to be available exclusively via The Clout Group’s website at cloutgrp.com. In parallel, FELAS GROUP will distribute a defined subset of those products, specifically including the UNbrush, as well as Bare It All and PRAI Beauty ranges: all of which can now be ordered via the Takealot marketplace, greatly expanding reach and accessibility for South African consumers.

“The Bare It All range has set a new global standard in body care, by proving that the same clinical precision we expect in facial skincare, should be applied to the rest of the body too. Their products help clear blemishes, smooth bumps and can prevent, in fact, reverse, the signs of aging from head to toe” comments Gareth Brough, Co-Founder of Clout Group: “Similarly, PRAI Beauty’s award-winning formulations for every skin type, tone and age, promise visible results in just 7 days.”

The move, which is designed to amplify distribution, is based on the latest data available for South Africa’s beauty and cosmetics market, which is undergoing significant growth: analysts estimate the professional skincare segment is forecast to grow with an 8 % + CAGR through 2030.

Meanwhile, online retail is increasingly important: for Africa as a whole, online distribution of cosmetics is expected to expand at an 18 % + CAGR through 2033. Takealot’s “Trending on Social Media” beauty section underscores the high consumer interest in viral skincare and makeup items in the South African e-commerce space.

At the same time, the next-gen consumer is driving especially strong demand: recent research shows that among South African Gen Z (aged 18-24) beauty-buyers, over 53% purchase beauty products monthly and 57% have bought directly via social media channels. This means that viral, social-media-fired luxury lifestyle products are not niche: they’re a growing, jobs-creating segment of South Africa’s modern consumer economy.

“We are incredibly excited to partner with Clout Group, to bring their products to the Takealot platform. We recognise that South Africa’s e-commerce marketplace is ready for more globally viral luxury lifestyle offerings, and by delivering the Bare It All Beauty Glo-Up Renewal Serum, Bare Skin Tint and Bronzing Creme via Takealot.com, we are making them reachable for a broader South African audience. This is good for the consumer, brand growth, and the industry ecosystem,” shares the FELAS GROUP. 

“Our mission has always been to bring the latest international luxury-viral beauty and lifestyle trends into South Africa, affordably and rapidly,” says Cameron Herman, Co-Founder of The Clout Group. “By partnering with the FELAS GROUP, we are dramatically increasing accessibility of our most in-demand products, while still maintaining the curated exclusivity of our full portfolio on cloutgrp.com. This allows us to tap into the Gen Z-led trend wave, attract new consumers, and crucially support local supply-chains and jobs – because when these products succeed, they create livelihoods across import, warehousing, fulfilment and marketing in South Africa.”