When a launch meets retail reality
Boity Thulo once stood among South Africa’s boldest celebrity entrepreneurs. Her fragrance, Pink Sapphire, hit the shelves with fanfare back in 2020. It wasn’t just a scent; it felt like a statement that a music star could step into beauty and make waves.
But fast-forward to 2025, and that narrative is now blunted by a dramatic markdown. The perfume, once priced at roughly R600, has been photographed on store shelves for as little as R99, prompting a storm of speculation.
“Does she even use it?” is a question fans are asking
Social media erupted when a user posted images of the discounted bottles. Comments ranged from sympathy to critique. Some wondered whether Boity even used the fragrance she created; others blamed a lack of promotion or mispricing.
Critics took aim at the notion that fame alone can sell beauty products, pointing out that just because a name is recognisable does not guarantee commercial success.
From R600 to R99, what really happened?
The numbers tell a sobering tale. The perfume was initially sold in major retailers, including Clicks, at around R600. But now, in efforts to move unsold inventory, retailers are slashing the price.
Boity has spoken candidly about the setback. She said, “The business failed. Very disappointing. Life happened. But we try again and keep moving forward.” Her bravery in acknowledging the misstep, rather than gaslighting her audience, won some respect even from critics.
A pattern in celebrity brands in SA
Boity isn’t the first South African celebrity to launch a product that struggles after the glitz fades. From haircare to beauty enhancers, the country has witnessed celebrity-backed lines stumble when the marketing or product quality falters.
But there’s an important counterpoint: her body spray line with Impulse was well received, and she’s not shirking away. Her response is a reminder that business isn’t linear.
Boity Thulo’s ‘Boity Pink Sapphire Eau De Parfum’ on an all stock must go sale from R600 to R99 per bottle. pic.twitter.com/jtiRaUuVsg
— Musa Khawula (@MsaKhawula) September 29, 2025
What lessons lie beneath the markdown
First: passion matters, but execution counts more. Boity launched Pink Sapphire from a place of personal love for fragrance. But beauty markets demand a consistent push: sampling, advertising, influencer engagement.
Second: transparency builds trust. By owning the failure publicly, she invites conversation rather than denial. And in South Africa’s celebrity ecosystem, that honesty is rarer than hype.
Finally: brands outlive products. While one line may stumble, a well-managed pivot can endure. Boity’s brand spans media, fashion and music; this doesn’t have to be her last move.
In the end, the steep price cut is more than a bargain bin story. It’s a chapter in a wider dialogue about celebrity, ambition, and the thin line between hype and substance.
Source: Briefly News
Featured Image: Mgosi
