If you were anywhere near Instagram or TikTok this past weekend, chances are you saw it: the pastel umbrellas, the manicured lawns of Summer Place, and the endless stream of content tagged #SummerEscape2025. What started as a bold beauty experiment last year has now become one of the most talked-about lifestyle events on South Africa’s social calendar.
Hosted by Woolworths Beauty, Summer Escape returned to Hyde Park this October, bringing together top customers, influencers, editors, and lucky competition winners for a one-day showcase of colour, creativity, and culture. The guest list was invite-only, and that exclusivity only added to the hype.
In the weeks leading up to the event, social media buzzed with outfit planning, giveaway entries, and speculation about what this year’s theme might bring. On the day, over 1,000 tags across Instagram and TikTok flooded timelines, cementing Summer Escape as a viral hit and setting a new benchmark for experience-led beauty in South Africa.
Where Beauty Meets Art, Music, and Technology
This year’s Summer Escape wasn’t just about beauty products; it was a multi-sensory playground where fashion, art, and self-expression intertwined. Guests explored immersive treatment zones, art-inspired installations, and interactive spaces designed to stimulate every sense.
The atmosphere felt less like a corporate showcase and more like a curated festival of modern beauty culture, one where scent, sound, and style all played starring roles. It was a bold statement from Woolworths Beauty, showing just how far the brand has evolved beyond traditional retail.
A Beauty Brand on the Rise
Woolworths recently announced that its beauty division now serves over one million South African customers, with 14.7% growth in the last financial year. That momentum is being felt beyond local borders too. The brand’s Nairobi flagship at Sarit Centre has quickly become East Africa’s go-to destination for premium beauty, featuring global names like Fenty and Dior alongside Woolworths’ own vegan, cruelty-free, and paraben-free WBeauty range.
More Than a Moment
For Julie Maggs, General Manager for Beauty at Woolworths, Summer Escape represents more than a glamorous day out.
“This year marks an exciting step forward for Woolworths Beauty. Summer Escape isn’t just about showcasing products; it’s about connecting with our community,” she says.
The event featured expert-led sessions, live music, curated fragrances, and hands-on beauty experiences that brought Woolworths’ “accessible luxury” philosophy to life.
“Growth for us is not just about scale,” adds Maggs. “It’s about being meaningfully relevant, inspiring confidence, and setting new standards for inclusivity and innovation.”
As Woolworths continues to expand across skincare, fragrance, haircare, and cosmetics, Summer Escape feels like a declaration — a glimpse into a future where beauty is not just sold, but experienced.