HUDA BEAUTY launch in South Africa by ARC Store



ARC was founded in 2020 with a rebellious spirit, born from the belief that the world would be a more beautiful place if we embraced uniqueness and celebrated individuality. Their goal was ambitious, but simple: to create a one-of-a-kind world of discovery that was more than just a beauty destination.

It’s ARC’s mission to spark change. Along with industry-leading service and innovative-thinking, they’re kickstarting a new kind of beauty conversation; one that demands transparency, insists upon inclusivity and confidently throws the rule book out of the window

Client Brief

The Pulse Communications x Magna Carta team was briefed to conceptualise a campaign that would drive awareness and excitement around the launch of HUDA BEAUTY brands in South Africa, available at ARC Store.

Our Work

Our campaign centered on a virtual launch, streamed online, with a lead-up focused on influencers, MUAs and beauty media receiving bespoke drops and product to create excitement and awareness. To support the campaign launch initiatives, a media press drive was implemented to secure top-tier beauty coverage across South Africa on the launch of HUDA BEAUTY in the country.
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Return On Investment
Total Reach


Our PR drive secured profile features within three key media titles resulting in half a million rand in AVE and a return on investment of 58:1.