Discover CAVI Brands

Founded by Mike Phaff, Michael ten Hope and Derek Prout-Jones, laying the foundation for what will grow into a leading beauty and fragrance distribution and retail business in South Africa.

Within months of launching, an experienced management team is recruited to lead the business and a number of Sun Care and FMCG brands are acquired.

Dermalogica SA acquired in conjunction with management, marking a defining moment in the company's early growth and setting the tone for its skincare portfolio.

CAVI Brands is awarded the Kanebo (Sensai) and Nesti Dante licences, further expanding its growing brand portfolio and entering the luxury beauty distribution business.

A year of significant expansion with Dermalogica launching its Clean Start brand in South Africa (later rebranded as Clear Start).

PCG, a subsidiary of CAVI Brands, is awarded the Chanel licence, while PCG also takes on an impressive slate of luxury licences including Issey Miyake, Guerlain, Narciso Rodriguez, Elemis, Hermès, Bvlgari and La Prairie, cementing the group's position in the prestige beauty space.

Strengthening the brand's presence and customer touchpoints in the local market.

“Good to Great” by Jim Collins is adopted as a cultural playbook by CAVI Brands. This leads to a resonating commitment to this cultural anchor.

Elie Saab's luxury fragrance collection joins the PCG portfolio, bringing the couture house's signature elegance to South African shelves.

All CAVI Brands businesses in Johannesburg are consolidated under one roof in Parktown Johannesburg, bringing the group together as a unified operation.

Coach, Dolce & Gabbana and Zadig & Voltaire join the PCG portfolio. Coach brings modern, effortlessly sophisticated scents with its signature New York spirit, Dolce & Gabbana adds bold Italian glamour, and Zadig & Voltaire contributes a rebellious Parisian edge.

French niche fragrance house Memo Paris is launched, adding its travel-inspired luxury scents to the CAVI Brands portfolio.

CAVI Brands expands its capabilities through Prestige Distribution Services (PDS), a specialist logistics and support services business focused on the Southern African beauty market. PDS provides integrated supply chain, retail and business support solutions for leading beauty brands. PDS acquires purpose built warehouse.

CAVI Brands and its platform businesses successfully navigate COVID-19 by applying the Stockdale Paradox; maintaining a strong and winning vision, while confronting our brutal facts.

ARC is a luxury beauty multi-branded retailer offering makeup, skincare, fragrance, haircare and body care with market leading and D2R brands including Paula's Choice, Huda Beauty and Urban Decay.

Chanel opened its first boutique in South Africa, marking a significant milestone for the House and bringing its world of luxury fragrance and beauty closer to local clients.

Chopard and Philipp Plein fragrances launch in South Africa. Chopard offers refined, opulent scents crafted with Swiss elegance, while Philipp Plein brings bold, daring fragrances with an unapologetic edge.

Tommy Hilfiger fragrances launch in South Africa, bringing fresh, classic American scents with the brand's signature laid-back spirit.

Shiseido brings over 150 years of Japanese beauty heritage from Ginza, Tokyo to Southern Africa with PCG.

CAVI Brands enters into a landmark joint venture with Unilever Prestige Brands in Southern Africa.

NARS brings its bold makeup artistry to Southern Africa with PCG, opening its first standalone boutique in Sandton.

CAVI Brands launches the Audacity to Believe program across the group.

Sol de Janeiro joins PCG with an exciting launch into the luxury beauty segment in Southern Africa.

An exciting new retail concept, The Fragrance Lounge opens at O.R. Tambo International, with much success.

CAVI Brands acquires a strategic share in Big Five Duty Free, reinforcing the group's momentum in travel retail.

Drunk Elephant is launched by PCG amongst excitement from the Southern African consumers.

ARC opens in Sandton City, offering customers the widest selection of beauty under one roof.

Pulse Beauty Group becomes CAVI Brands’ newest business, the latest chapter in the company’s growth story.

Pulse Beauty Group launches its first brands, The Inkey List and Colour Me, into leading South African retailers.

Zegna Fragrances launches in South Africa, bringing the Italian luxury house’s refined, tailored approach to men’s fragrance.

In October, Max Mara launches Le Parfum in South Africa, the Italian luxury fashion house’s first fragrance.