A legacy of confidence, built through women.

Avroy Shlain® began in South Africa in 1973 with a simple belief: when a woman feels confident in her own skin, she changes everything around her.

Founded by Avroy and Beryl Shlain, we were built on positivity, self-worth and opportunity. From the start, we were more than a beauty company. We were a platform for women to grow, earn and express themselves.

For over five decades, through economic shifts and generational change, one truth has remained constant: confidence changes everything.

From our South African beginnings to our presence across numerous African countries, our roots run deep. So does our commitment to the women we serve.