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The award-winning department store, We Are EGG recently opened its 2nd store at the Zone in Rosebank in October. Originally launched in Cavendish Square in December 2020, in the thick of the COVID-19 lockdown, by retail pioneers Paul Simon and Arie Fabian in partnership with Old Mutual, the new Rosebank store has been specifically created with the Joburg customer in mind and has been built on a similar model to the iconic UK based Selfridges department store.

Originally launched in Cavendish Square in December 2020, in the thick of the COVID-19 lockdown, by retail pioneers Paul Simon and Arie Fabian in partnership with Old Mutual, the new Rosebank store has been specifically created with the Joburg customer in mind and has been built on a similar model to the iconic UK based Selfridges department store. The beautifully curated 3000 SQM space features the very best local and international in men’s, women’s and kids fashion, beauty, home and jewellery departments + a high-energy, quintessential restaurant & bar, all under one roof.

Much like Selfridges, We Are EGG Rosebank is a mecca for not only fashion enthusiasts, but all lovers of high-end retail experiences appealing to the hyper connected Joburg customer. With the spirit of an independent, EGG has the scale of a department store. The 150 brands have poured their creative souls into this project, and when you enter, you will feel the passion in the air.

With 180 plus brands on offer, the beautifully curated 3000 SQM space features an extensive beauty offering from some of the biggest international and much loved local brands.

Whether you’re looking to spoil yourself or loved ones, or just keen to indulge in a generous beauty shopping spree for some much needed spoils, We Are EGG Rosebank has you covered. Here is our pick of top beauty and lifestyle brands to shop for at EGG!


Rich Mnisi launched its first retail offering at We Are EGG. Widely heralded for his fusion of contemporary pop culture and traditional African heritage, Mnisi’s designs infuse his own personal narrative into extremist yet minimalist structures. He works across genders, seasons, geographical lines and creative disciplines, with a twin devotion to craftsmanship and experimentation. His work has made international headlines in media outlets such as Dazed and Confused, i-D, Vice, VOGUE Italia, WWD and Sunday Times. He draws influences from film, music and photography, and he frequently art directs editorial and campaign shoots.


At just 14 years old, Rabia Ghoor started a makeup brand in her bedroom in Pretoria. With just two products, an Instagram page and the teen entrepreneur’s determination to launch an innovative digital makeup brand, Swiitch Beauty was born. Ghoor has since won The Forbes Young Achiever award and today the brand is one of the most popular and leading local cosmetics brand in South Africa. Ghoor’s vision was to build an accessible and desirable beauty brand with products that didn’t break the bank but also delivered on their promises. With the notion of, creating affordable local products without compromising on the quality. The hype online specifically on their Instagram speaks volumes in terms of the popularity and love for the brand and constant innovations. Offering a wide range of cosmetics and skincare, Swiitch is one of the top selling brands at We Are EGG.


Goodleaf Wellness is Africa’s leading premium CBD brand. Devoted to providing consumers with quality and the leading products from carefully sourced manufacturers. Procured from the cannabis plant, CBD has been used throughout the ages for its medicinal benefits. With a keen focus on clean beauty – Goodleaf only includes stuff that’s good for you and the planet. The brand recently launched its new and transformed ANTI-STRESS Skincare range (currently available at We Are EGG) specifically formulated to tackle stressed skin. Packed with locally sourced ingredients with properties that strongly tackle inflammation and hydration. Created with ethical and sustainable sourcing of organic and biodegradable ingredients and in packaging that doesn’t cost the earth. Goodleaf’s beauty range is dermatologist approved, cruelty free and vegan friendly.


Founded in Cape Town by South African engineer Stella Ciolli, SKOON is heavily invested in using sustainable, natural, non-toxic, and clinically proven ingredients, harvested in Africa. SKOON. is beauty that gives back. SKOON. products contain a variety of pure plant oils, rich nut butters, exquisite floral essences and botanical extracts sourced from all over the world – and formulated in their lab in Cape Town. In essence, skincare brand has kindness and gentleness at the core of its being. Loyal SKOON. users will tell you that’s what keeps them coming back to SKOON.


Kecks is a range of proudly South African men underwear and women’s bikinis.

Kecks are designed for anyone who loves getting active. From outdoor lovers to gym junkies. They boast a number of amazing properties such as: quick dry; anti-chafe; stretchy; and comfortable making them suitable for anyone who loves living an active lifestyle! With their snug fit and zero chafe you won't want to wear anything else! The Kecks fabric is resistant to chlorine, sun, and sea salt! Yes, you heard it right here! All the Kecks designs come in a variety of sizes from Small to XXLarge. They are designed to be stretchy, and to and retain both its shape and colour – that is the Kecks promise to you! Plus, where they can, they use recycled fabrics as they are committed to helping the environment and reducing their carbon footprint.


Crocs, Inc. is a world leader in innovative casual footwear for women, men, and children, combining comfort and style with a value that consumers know and love. The vast majority of shoes within Crocs' collection contains Croslite™ material, a proprietary, molded footwear technology, delivering extraordinary comfort with each step.


Lelive (pronounced leh-lee-veh) was created in 2020 by Amanda du-Pont. The name was inspired by Amanda’s unofficial Swazi name, and means ‘of the nation or world’, which was a perfect fit, because Lelive is about building a strong community that they support, listen to and are guided by.

The Lelive range is developed by expert formulators, the brand’s mission is to make skincare that is clean, simple, effective and affordable while celebrating what makes Africa unique. The brand has fast become one the most popular local brands to be launched in recent years, with many influencers gushing about the products on social media.


Standard Beauty is committed to upholding the highest quality products to keep customers looking and feeling cute. The brand was launched in 2020 and stands for inclusive beauty for all ages and skin types. All products are Proudly South African, they keep their promises and they don’t break the bank. Most of their products are certified-organic, vegan-friendly and halal and hand-produced in small batches for well-formulated products that work and are kind to nature, animals and your skin.

For more info on EGG visit the website:

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