In a country where beauty is as diverse as its people, few brands have earned a place not only on bathroom shelves, but in the daily rituals of generations. This year, Clere, one of South Africa’s most enduring skincare brands, celebrates 65 years of care, confidence, and connection.
For over six decades, Clere has been synonymous with soft, smooth, healthy-looking skin, earning trust across households, cultures, and communities. Longevity in beauty is no small feat. In an industry driven by trends, reinvention, and rapid innovation, relevance is hard-won, and Clere’s story is one of evolution.
“Clere has always been more than skincare. It’s about how people feel in their skin, comfortable, confident, and cared for,” says brand manager Su-Marie Annandale. “Reaching 65 years is not only a milestone for the brand, but a reflection of the trust South Africans have placed in us over generations.”
A brand woven into everyday life
Since its inception, Clere has remained grounded in accessibility without compromising on quality, a balance that has defined its appeal. From its signature glycerine-rich formulations to its wide range of fragrances and textures, the brand has consistently delivered products that meet real needs in real homes.
Today, Clere products continue to offer up to 48-hour moisturisation, enriched with Vitamins E and A, ensuring skincare remains both effective and attainable.
However, perhaps what sets Clere apart most is its understanding that skincare is not simply functional; it’s emotional. It’s the small, repeated act of self-care that builds confidence over time.
The meaning of care, and why it matters
Research increasingly shows that self-care rituals, even something as simple as applying lotion, can have measurable psychological benefits. Studies have linked acts of care, towards oneself and others, to improved well-being, reduced stress, and increased feelings of connection.
In this way, Clere’s long-standing ethos of care extends beyond skin. From its #SpreadTheLove philosophy to community-driven initiatives, the brand has consistently reinforced the idea that care is both personal and shared.
Innovation rooted in understanding
While heritage anchors the brand, innovation drives it forward. Building on consumer insight and evolving skincare needs, last year, Clere introduced its Gly-Co-Oil® Enriched Body Lotion and Body Crème.
The new range reflects a shift in how consumers approach body care, seeking multi-functional, high-performance products that simplify routines without sacrificing results.
Infused with Black Castor Oil, known for its skin-conditioning and restorative properties, and Vitamin B3, which supports improved skin tone and hydration, the formulation delivers a combination of nourishment and convenience.
With 48-hour moisturisation and dermatological approval, the Gly-Co-Oil® Enriched range represents a new benchmark in accessible skincare, simplicity, and trust in a single step.
“From the beginning, our goal has been to listen to what women want and need,” adds Annandale. “This range is a direct response to that, offering deeper hydration, added benefits, and the convenience modern consumers expect.”
A South African story, still being written
Few brands can claim to have journeyed alongside consumers for 65 years, through changing times and evolving beauty standards.
Clere’s continued relevance lies in its ability to reflect the lives of the people it serves. It is a brand that has grown with its consumers, adapting without losing sight of its purpose: to care.
As the industry moves away from perfection towards authenticity, Clere’s message feels more resonant than ever. Confidence doesn’t come from flawless skin. It comes from feeling at home in it. And for 65 years, Clere has been part of that journey.
