In an industry where innovation, identity, and inclusivity increasingly define success, Lola Lee Beauty has carved out a distinct position within South Africa’s competitive beauty landscape. Founded by Lauren Jamieson, the brand has become synonymous with accessible luxury — delivering professional-grade nail and beauty products that merge high performance with everyday elegance.
Under Jamieson’s leadership, Lola Lee has grown from a boutique concept into a leading force shaping consumer expectations around quality, sustainability, and self-expression. The brand’s success story is deeply rooted in its understanding of the South African market — one of the most diverse and dynamic in the world — and its commitment to reflecting that diversity through thoughtful design and innovation.
In this exclusive Business Today interview, Jamieson shares insights on how Lola Lee continues to bridge the gap between aspirational beauty and accessibility, leveraging digital innovation, clean beauty principles, and authentic storytelling to build a brand that resonates both locally and globally.
Lola Lee Beauty has built a strong niche—how would you describe your unique value proposition in the South African beauty market?
At our core, we believe luxury should be accessible. Lola Lee bridges the gap between professional-grade performance and everyday beauty. Our products are designed to deliver salon-quality results while remaining approachable and affordable. We’ve positioned ourselves as a brand that brings international standards home – and that’s what makes us stand out in the South African market.
The beauty industry in South Africa is highly competitive and dynamic—how are you leveraging local consumer insights (e.g., diverse skin tones, textures, cultural attitudes) to drive product development?
South Africa’s beauty culture is one of the most diverse in the world and we see that as our greatest inspiration. From skin tone and undertone variations to lifestyle and climate, we take every detail into account. Our gel polish collections, for instance, feature colours that flatter a wide spectrum of skin tones. We also focus on performance that suits local conditions, long-lasting wear, vibrant colour retention, and easy application.
Storytelling is essential in beauty branding—what’s the brand story of Lola Lee that resonates most with your South African consumer base?
Our story is rooted in empowerment. Lola Lee was created to celebrate individuality, to make beauty a daily act of self-expression, not a standard to conform to. We speak to real women: creatives, entrepreneurs, mothers, professionals – women who value quality and self-care. Our message is simple: be confident, be kind, and be yourself. That authenticity is what connects so deeply with our South African audience.
How have you used digital platforms (social media, e-commerce, influencer partnerships) to amplify the Lola Lee brand—and what has been your biggest lesson so far?
Digital has been the heartbeat of our growth. Social media allows us to show not just our products, but our personality. Through influencer partnerships, ambassador content, and e-commerce storytelling, we’ve built a brand that feels relatable and aspirational at the same time. Our biggest lesson? Authenticity always wins. Audiences respond more to real people using and loving our products than to anything overly polished or staged.
In the context of sustainability, clean beauty and ethical branding, how is Lola Lee positioning itself and responding to consumer expectations?
It’s not just a trend for us, it’s a commitment. We’re constantly improving our formulas and packaging to ensure safety, sustainability, and performance go hand in hand. Beyond products, we’re conscious about our footprint – from local manufacturing partnerships to sustainable distribution practices. Ethical beauty is our standard.
Which product innovation or launch to date best exemplifies the “Lola Lee difference” in the South African context—and why?
Without a doubt, our Gel Polish system, which represents innovation with intention, simplifying salon processes while maintaining professional durability. They’re faster, cleaner, and beautifully packaged. These launches truly reflect our philosophy: effortless beauty, elevated by design.
- How are you balancing between aspirational luxury appeal and accessible everyday beauty for the South African market?
We design for the woman who wants it all – style, quality, and value. Our branding, packaging, and messaging carry a sense of modern luxury, but our pricing and accessibility ensure everyone can experience it. We don’t believe beauty should be exclusive; we believe it should be inclusive, inspiring, and attainable.
How do you measure brand love and loyalty in the beauty sector—and what surprising behaviour have you witnessed among your consumers?
Our community is our biggest indicator of success. The level of loyalty and advocacy we see, from nail artists showcasing our shades to everyday users creating content, is incredible. We measure brand love through engagement, repurchases, and the stories our customers share. One of the most surprising insights is how personally invested people become in our brand; they don’t just buy Lola Lee, they live it and share it proudly.
When you look at global beauty trends (K-beauty, wellness, tech-beauty), how much do you import or adapt for South Africa—and how much do you lead locally?
We draw inspiration from global innovation but interpret it through a South African lens. Our focus is on adapting what’s relevant, whether that’s product innovation, sustainability practices, or digital experiences and localizing it to suit our consumers’ needs. We don’t just follow trends; we aim to lead locally by creating solutions that resonate right here at home.
Looking to 2028, what will Lola Lee Beauty be known for in South Africa—and what bold step are you preparing to take now to make that future real?
By 2028, we want Lola Lee Beauty to be recognized as the leading authority in professional nail innovation and education in South Africa – a brand that empowers women, sets industry standards, and inspires confidence through quality, creativity, and community.
We’re building toward a future where Lola Lee represents more than just beautiful nails, it stands for excellence, empowerment, and opportunity. Our bold step now is to invest deeply in education, technology, and local development – expanding our training programs, refining our digital platforms, and growing our ambassador network across South Africa.
Our goal is to shape a new generation of professionals and beauty lovers who see Lola Lee not only as a brand they use, but as a movement they’re proud to be part of.
As Lola Lee Beauty continues to grow its footprint both locally and internationally, Lauren Jamieson’s vision remains clear — to redefine beauty through purpose, passion, and progress. Her leadership embodies the spirit of South African entrepreneurship: bold, creative, and deeply connected to community. In a market driven by trends, Lola Lee stands as a timeless reminder that true beauty lies in authenticity — and that luxury, when made accessible, can empower everyone it touches.
