The campaign aims to spark conversation and share the stories that truly matter — stories about beauty inspired by South Africa's cultural heritage, unique points of view and personal experiences. According to Woolworths, in the age of social media, we are exposed to a variety of beauty trends on a daily basis, from the latest products to makeup tutorials and skincare routines. This is why retail giant Woolworths is shifting from the trends, the statistics and the latest fads by asking, what is beauty — and what is 'YOUR' unique beauty story? Beauty is not defined by a single concept. In essence, it's about anything that makes you feel or look good.