Oluthando Keteyi|Published
Beauty lovers came out in their numbers for the 2026 Clicks Beauty Playground, eager to explore the latest beauty products, interact with their favourite brands and walk away with goodies.
Held over two days at the Gallagher Convention Centre in Johannesburg, the sold-out event attracted crowds of beauty enthusiasts, with two halls packed with exhibitors showcasing more than 90 leading local and international brands.
The last time the event was held in Johannesburg was in 2024 at the Sandton Convention Centre. High demand has since called for a bigger venue to accommodate the growing number of beauty lovers.
However, while the excitement was undeniable, navigating the popular beauty event required patience, particularly for those hoping to score prizes and samples at the various exhibition stands.
Queues, excitement and a test of patience
As someone attending Clicks Beauty Playground (CBP) for the second year, I arrived mentally prepared for the long queues that have become part of the experience.
Doors opened at 9.00am, and by 11.30am, the venue was already buzzing with beauty lovers making their way between stands, hoping to get their hands on products and exclusive giveaways.
The queues at some of the most popular brands tested the patience of even the most enthusiastic shoppers, with attendees prepared to wait for extended periods for their turn to participate in activities and promotions.
While the prospect of walking away with goodies kept many in line, not everyone left satisfied. Some attendees expressed disappointment after participating in games at certain stands, such as spinning a prize wheel, only to walk away empty-handed.
Not everyone was pleased with having to follow the different brands on social media and post a picture of themselves on their stories.
Conversations in the queues swung between excitement over potential prizes and frustration at the time spent waiting without receiving anything of value. Others exchanged tips and tricks on how to navigate the venue more efficiently and make the most of their time.
Palesa Tembe and Sipho "Alphi" Mkhwanazi hosted Clicks Beauty Playground, and the day was also filled with masterclasses hosted by various brands.
Even as the clock ticked towards closing time, the queues showed little sign of slowing down. By the time doors closed at 4.00pm, beauty lovers were still lining up, hoping to fill their bags before the day ended.
Local brands take centre stage
Beyond the crowds and giveaways, the sixth edition of Clicks Beauty Playground also provided a platform for established names and emerging brands to connect with consumers.
Among the exhibitors were brands that had participated in previous editions, alongside newcomers looking to introduce their products to a wider audience.
One of the new faces was Heirmosa Kids, a gentle haircare and skincare range founded by South African businesswoman Mbali Sebapu.
Speaking to IOL, Sebapu described the brand's first appearance at Clicks Beauty Playground as an important milestone.
“As a brand that was born from my personal experience as a mother wanting gentle, effective products for my child, seeing Heirmosa Kids showcased on such a significant beauty platform is truly a full-circle moment,” she said.
“What made the experience particularly special was the opportunity to interact directly with parents, hear their concerns, understand their children's skincare and haircare challenges, and introduce them to the solutions we have worked so hard to create.”
A milestone for a proudly South African brand
For Sebapu, participating in the event was about more than gaining exposure. It was an opportunity to build relationships with the families the brand was created to serve while strengthening its presence in the competitive beauty market.
“Having our products available in over 300 Clicks stores is already a major milestone, but platforms like Clicks Beauty Playground allow us to connect with consumers on a much more personal level,” she said.
“They give emerging South African brands like ours the visibility and opportunity to compete and grow in the mainstream beauty market.”
Sebapu added that the experience reinforced the importance of creating opportunities for smaller businesses to reach new audiences.
“As a proudly South African, mom-founded brand, we are incredibly grateful for the opportunity. It is a reminder that small businesses with big dreams deserve a seat at the table.”
While the queues and the mixed experiences around giveaways were part of the day's talking points, the event also highlighted the appetite for beauty experiences that bring brands and consumers together, offering local businesses an opportunity to showcase their products to a crowd eager to discover what is new in the industry.
At the end of the event, beauty lovers walked away with pre-packed goodie bags included in the R650 ticket price. However, whether the bags were worth the ticket price was up for debate.
Although the combined value of the products exceeded the ticket cost, expectations differed from one attendee to another. Some had hoped for specific items, particularly make-up products, leaving opinions divided over whether the goodie bags delivered enough to justify the price.
Ultimately, while some left happy with their haul, others were left wondering whether the beauty goodies lived up to the hype.
IOL