In recent weeks, social media, particularly TikTok, has been flooded with videos from Chinese manufacturers revealing their role in producing some of the world’s biggest-name brands.
These developments reignited conversations about the real power and impact of supporting and championing the production of local goods.
The same sentiments were expressed at the 13th edition of the Buy Local Summit & Expo 2025, held at the Sandton Convention Centre in Joburg last month.
Supporting the Proudly South African “Take a stand” campaign, however, isn’t just about supporting the local shisanyama in your neighbourhood; it’s about recognising local brands as very important players in the country’s economic recovery.
Yet, as we bask in the rise of local goods, we also need to ask the bigger question: are we truly supporting local in a way that builds resilience, or are we still choosing global out of habit, convenience or misunderstanding?
In a country where youth unemployment is staggeringly high at more than 31% as of the most recent Quarterly Labour Force Survey report, and economic inequality remains entrenched, local businesses, especially those in labour-intensive industries like beauty, skincare and fashion are doing more than selling products — they are building futures.
The beauty industry, often dismissed as nice-to-have or superficial, in truth, holds huge economic potential. According to recent research, revenue generated from the South African skin care market in 2025 is estimated to be about $828.6m (R15.42bn).
Furthermore, it is projected that this market will experience an annual growth rate of 4.79% from 2025 to 2030 as per the Compound Annual Growth Rates (CAGR 2025-2030).
From the cultivation of indigenous ingredients to local formulation labs, to the woman who packages products in her backyard shack or garage, beauty brands in South Africa are deeply rooted in the local economy.
We’ve seen brands such as MaXhosa Africa and Tshepo Jeans spark international attention and debates. Some social media users have questioned the prices of locally made items, comparing them to mass-produced fast fashion. But this response points to a need for education, not critique.
Creating a local brand that pays fair wages, sources locally and builds sustainable supply chains will never be “cheap”, nor should it be. When you buy a locally made skin and body care product from a home-grown brand, you’re not just buying a product, you’re buying into a system that uplifts dozens, sometimes hundreds, of lives.
Local attractions like Markets, Kota Festival and The Box Shop in Vilakazi Street show just how willing South Africans are to spend money on proudly local experiences.
These spaces don’t just sell goods; they create community, culture and commerce. The appetite is there, but the challenge is shifting that appetite into consistent, intentional buying.
Scroll through TikTok on any given day, and you’re likely to bump into a post about the most affordable buffet with the best dishes, a fashion haul from a local boutique, or clips of crowds dancing to Amapiano at Kota and DStv Delicious Festivals.
South Africans love a vibe, but we also love what’s ours. Whether it’s food, music, fashion or skincare, we’re proudly showcasing and celebrating local. This interest isn’t just about patriotism or aesthetics, it’s about shifting values. People want experiences and products that feel rooted in their identity. There’s something deeply satisfying about buying from a business that gets you, your skin tone, your culture, your language, and your humour.
One of the risks consumers face in this global market is the temptation of dupes, counterfeit products, knock-offs, and grey imports that masquerade as premium quality, in an attempt to mimic, for example, the style of their favourite overseas rapper.
The recent Rhode Beauty scam at Mall of Africa, where consumers unknowingly purchased fake products from a pop-up store, raised critical questions about how little we sometimes know about where our products are coming from.
In contrast, local brands have the advantage of transparency. You can meet the founder, see behind the scenes on their TikTok, and message them directly on Instagram. It’s more than just trust, it’s accountability.
In the beauty space, many local brands are stepping up, creating high-quality products, supporting small suppliers, and using their platforms to educate and empower. Whether it’s through sharing entrepreneurial insights or building inclusive supply chains, these businesses are redefining what it means to operate with purpose.
One such example is Yearn Skin, a proudly South African skincare brand that reflects these values through its locally formulated products and community-first approach. But Yearn Skin is not alone — across the country, similar stories are unfolding where purpose and profit are no longer seen as opposites, but as partners in long-term growth.
It’s impossible to talk about the rise of local without giving credit to digital communities.
TikTok has become the go-to place for business discovery, with videos of packaging orders, origin stories and product demos becoming their own genre. Instagram stories, reels and tags act as free marketing, turning every customer into a brand ambassador.
Platforms such as these have democratised access to markets in ways we couldn’t have imagined a decade ago. But likes and shares are not enough. True support means buying repeatedly, recommending brands, sharing honest reviews, and advocating for these businesses in real life, whether that’s in corporate boardrooms or family WhatsApp groups.
To build a resilient, inclusive economy in South Africa, we must move beyond symbolic gestures and make supporting local a daily discipline, with procurement managers including small brands in tender opportunities, corporates offering shelf space and platforms for small producers, and consumers pausing to ask, “who made this, or who benefits when I buy this”? These aren’t guilt trips. They’re questions that invite us to participate in building something better.
In the South African context, much like other countries, this means supporting one product, one business, and one proudly local brand at a time, creating a stronger, more resilient economy for the future.
The truth is, it’s not local brands that need to prove their worth. It’s us, as consumers, who need to unlearn old assumptions. South African-made doesn’t mean second-rate.
It means custom-fit, community-backed and consciously created.
• Nadia Michael & Natasha Michael are the co-founders of Yearn Skin
READ MORE HERE: Nadia Michael & Natasha Michael | Proudly SA an economic signal we can’t afford to ignore
