For CEO Nyakio Grieco, the move carries personal weight beyond the business metrics of scaling a digital beauty platform. Grieco, who has spent 25 years in the industry, described the launch as a homecoming, noting her father’s history in the country. The partnership intends to bridge the gap for South African consumers, providing access to international skincare, haircare, and cosmetic lines that have previously been difficult to source locally.

Takealot, which reaches millions of active shoppers across the country, views the inclusion of Thirteen Lune as a strategic move to solidify its position as a primary beauty destination. Ryan Ferreira, head of retail at Takealot, emphasized that the collaboration focuses on founder-led stories and inclusive product offerings. While the full list of participating brands remains under wraps, the company confirmed that Grieco’s own clean skincare line, Relevant Beauty, will be among the initial offerings when the digital rollout begins later this year.