ARC in Sandton is the country's flagship store. Image: Tanyaradzwa Ntuli
ARC’s new expanded space delivers an immersive experience
By Simon Manda
Johannesburg, 6 October 2025 – ARC, South Africa’s premier beauty destination, has opened the doors to its most ambitious store yet: an 800-square-metre flagship in Sandton City that promises to transform the luxury beauty shopping experience.
The launch marks a triumphant moment for the retailer, which has persevered through extraordinary challenges since opening its first store in 2021. “We really have been forged through the fire,” reflects CEO Jamie Lane. “We opened in the middle of COVID, had to shut down for lockdown two weeks later, then navigated the Durban riots and the Suez Canal blockage. We’re very, very proud of the fact that we’re here now, still standing in 2025.”
The new flagship, which opened with a media launch during the day, followed by an exclusive VIP evening event, represents everything ARC has aspired to become. Where the original store down the corridor offered a taste of luxury beauty retail, this expanded space delivers an immersive experience designed to captivate both beauty novices and seasoned enthusiasts alike.
“What we really want to capture with the new store is this idea of excess – joy, love, and luxury,” says Lane. “We want you to feel that this is a space where everybody can come in and feel like they belong.”
At the heart of ARC’s offering is an impressive roster of exclusive brands unavailable elsewhere in South Africa. Huda Beauty, founded by makeup artist Huda Kattan and boasting Instagram’s most-followed beauty brand, sits alongside Fenty Beauty – Rihanna’s groundbreaking line that ARC launched into the country. The fragrance collection features Kay Ali, created by Mona Kattan (Huda’s sister), with viral scents including the newly launched Chocolate Oud.
On 13 October, ARC will unveil another coup: Drunk Elephant, the cult skincare brand making its South African debut exclusively at the Sandton flagship. It’s the kind of strategic partnership that positions ARC as the destination for beauty enthusiasts seeking products they’ve discovered on TikTok and Instagram.
Speaking of social media, the store features a dedicated “trending table” – a curated selection of viral products causing a stir online. Here, shoppers will find Paula’s Choice BHA Liquid Exfoliant, a product so popular it’s struggling to stay in stock globally, alongside IT Cosmetics and the returning Urban Decay brand, which had previously closed in South Africa.
But ARC’s ambitions extend beyond product selection. The store incorporates thoughtful innovations that elevate the shopping experience. A specially designed “matchmaker” booth allows customers to test foundation shades under different lighting conditions – ensuring that the perfect match, whether you’re heading to an outdoor wedding or an intimate dinner.
“Sometimes it’s really hard to find your right shade in bright store lighting,” explains Marketing Manager Kim Garner. “You need to see what your foundation would look like in different environments.”
For those seeking respite, an in-store café offers a welcome retreat. “We have a lot of dads and brothers coming into the stores while their wives explore all the makeup,” Garner notes with a smile. “They can sit in the café, have a coffee, maybe a matcha or a smoothie, while they wait.”
The store also offers professional services, with makeup artists, fragrance experts, and skincare specialists available for consultations and applications. Customers can book appointments online or in-store.
In a meaningful nod to local creativity, ARC partnered with four Johannesburg artists to create murals celebrating the beauty of the city. The collaboration reflects the retailer’s commitment to integrating local talent into its luxury offering.
As ARC continues expanding – with locations already established in Durban – the Sandton flagship represents the retailer’s vision for the future of beauty shopping in South Africa: a space where exclusivity meets accessibility, where global trends meet local artistry, and where spending eight hours exploring products isn’t indulgent; it’s invited.
“Whether you’re a beauty newbie, it’s your first time, you’ve never worn makeup before, or you’re an expert, you’ll find something here and somebody here who you can hang out with and learn from,” says Lane.
