Our approach to beauty is holistic. From nourishing your beauty to highlighting it, each brand in our offering focuses on a different aspect of beauty.
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.
50+ Years of Heritage
1 000 000+ Women Empowered
Multiple African Markets
Designed for real lives and real ambition.
What began as skincare has grown into a complete beauty portfolio including skincare, makeup, body care, haircare and fragrance.
Our products are shaped by the needs of our diverse African market and inspired by the individuality of the women who live here.
Because beauty is not about how you look.
It is how you feel when you walk into a room. It is backing yourself. It is showing up fully as who you are.
At every age. At every stage. On your terms.
Explore our skincare, makeup, body care and fragrance collections.
Direct selling isn’t just our model. It’s our foundation.
For more than 50 years, Avroy Shlain® has created opportunities for women to build income, independence and leadership in their communities.
Across South Africa and multiple African markets, our Beauty Advisors are entrepreneurs, mentors and multi-generational business builders.
They offer personalised service. They build trusted relationships. They bring beauty directly into homes and communities.
For customers, that means tailored advice and real connection. For Advisors, it means a flexible way to earn and grow.
This is beauty that goes beyond the surface. It builds confidence, businesses and futures.
Join a community and earn with Avroy Shlain®.
Heritage and progress, side by side.
Today, we combine over 50 years of experience with a modern beauty ecosystem that connects women across Africa through personal relationships and digital platforms.
Shop online. Connect through a Beauty Advisor. Build your own beauty business. However you engage with us, you are part of the Avroy Shlain story.
We are proudly African. Female-empowered. Built through generations.
And we are evolving for the next one.
Africa is bold. Diverse. Creative. Resilient.
So are you.
Your beauty does not need permission. It does not need justification.
It is yours to define. Yours to own. Yours to live.
Rooted in heritage. Powered by confidence. Worn your way.
Together, we are beautifully African.
At Avroy Shlain, we change lives through beauty. We believe that beauty has the power to inspire, empower and transform the lives of both men and women, fostering a positive impact on their lives.
Changing lives through beauty.
To inspire and empower those we touch, through our relationships, opportunities, and products to create a beautiful Africa.
We gain the confidence and trust of others by being accountable, believable, competent, and delivering on commitments.
We value each other, our stakeholders, and the environment equally.
We treat everyone with dignity, valuing each other’s contribution and understanding each other’s importance.
To be Beautifully African is to kiss in every colour, smile in every shade and to say “hello” in a thousand different ways. We love this continent; the diverse people and the values Africa stands for. That is why we source local products, suppliers and manufacturers wherever possible, doing our part to empower this great continent and its people towards realising that true beauty comes from within.
At Avroy Shlain, we celebrate the essence of Africa’s unique resources and ingredients, and dream to share the experience and richness of Africa with all Africans and the rest of world.
Our products are created to suit our climate. With a soul and real passion for African skin, our brand is built for the Beautifully African woman’s skin in mind, ensuring it is nourished, healthy and glows from the inside out.
All Avroy Shlain products have been certified as cruelty-free by PETA. We are proud to be part of the Beauty Without Bunnies programme, certifying that we never test any product or ingredient on animals. The Leaping Bunny logo is steadily being added onto all our packaging. If you have a product from Avroy Shlain and don’t see the Leaping Bunny logo on it, you can rest assured that it’s still cruelty-free.
Avroy Shlain is committed to providing safe, products that give our customers great results. We are a member of the Cosmetics, Toiletries and Fragrance Association of South Africa (CTFA) – a regulatory body that not only monitors, but updates members on the Regulatory Control of cosmetics. This means that all our products comply to all regulatory, safety and quality standards within the CTFA guidelines.
