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In South Africa, at the onset of the COVID-19 crisis, sales of beauty and personal care products that were deemed non-essential were banned both online and offline. Premium brands were one of the biggest losers, while personal hygiene products were resilient. As the pandemic continues, beauty and personal care products are still being bought in the country, but consumers are spending less on them. Although the beauty and personal care industry is on a recovery path in South Africa, it will take longer than just the holiday season to turn around.