Phathiswa Sefatsa, Clicks Beauty Brand Executive and the mastermind behind what hits Clicks shelves, reveals how customer data and global trends shape the products you love.

Ever wonder why that product you've been seeing everywhere suddenly appears at Clicks?

That's Phathiswa Sefatsa's doing. As Beauty Brand Executive, she's the person turning global trends and customer behaviour into the products on your shelf. And she’s not guessing - every decision is backed by real shopper data, including your Clicks Clubcard.

From a vitamin C serum at 20% concentration to a haircare range claiming 214% more hair growth in 10 days, her team vets every product before it earns its place.

The result? A beauty range that feels personal because it is. Your shopping habits are quietly shaping what South Africa gets to buy.

| This post is sponsored by Clicks and produced by Media24 Advertising and Content Marketing for News24.