The story of The Laser Beautique does not begin with a boardroom, a product launch or a carefully constructed beauty campaign.
It begins with a problem.
As a young woman, Tzvia Hermann struggled with unwanted hair and spent years trying virtually every solution available, from waxing and shaving to threading, epilators and more than 20 IPL treatments. The results she wanted remained elusive.
That frustration eventually became the starting point for a business.
While travelling internationally, Hermann began investigating emerging laser technologies. In 2008, after discovering a pain-free laser system developed by Alma Lasers in Israel, she travelled to meet the company’s executives, underwent training and tested the technology herself. Convinced that she had found something South Africa was missing, she and her husband and business partner, Neil Hermann, brought the technology home.
The first Laser Beautique clinic opened at Morningside Shopping Centre in December 2009. What began as a small operation quickly developed into a growing aesthetics business.
That origin story remains important because it explains something fundamental about The Laser Beautique: innovation has never been separate from the business. It is the business.
From One Treatment to an Aesthetics Ecosystem
Over the years, The Laser Beautique expanded beyond laser hair removal into a broader model encompassing aesthetic treatments, technology, education and skincare.
The company says it now operates 14 clinics across South Africa and expanded internationally into Botswana in 2024. Along the way, the business developed its own laser brand, BeauLasers, established Beautique Academy for specialised aesthetic training and launched Beautique Brands to distribute professional technologies to other businesses in the industry.
That evolution is significant.
The Laser Beautique is not simply a chain of aesthetic clinics selling treatments to consumers. Its experience operating at the intersection of technology and client care has enabled it to build expertise across several layers of the industry — from the devices used by professionals to the training of practitioners and, increasingly, the products consumers use at home.
In other words, the company has built an ecosystem around aesthetics.
Technology sits at its foundation. Expertise gives that technology meaning. Treatment turns it into an experience. And skincare extends the relationship beyond the clinic.
Bringing the Science Home
That final piece became increasingly important with the development of The Laser Beautique Scientific Skincare range, officially launched in 2023.
The proposition is deliberately results-driven.
Rather than treating skincare as a collection of products to be selected from a shelf, The Laser Beautique approaches it as a process of understanding the skin, identifying specific concerns and combining appropriate ingredients, home care and professional treatments.
Its four-step philosophy — Prepare, Protect, Proact and Prolong — provides the framework.
Prepare focuses on establishing a healthy foundation. Protect addresses environmental and internal aggressors. Proact targets the processes associated with collagen, elastin and skin ageing. Prolong then brings professional peels and in-house technology into the wider skincare plan.
The approach reflects a broader shift in consumer skincare.
People are becoming more informed about ingredients such as retinol, hyaluronic acid, AHAs and BHAs, but more information can also create more confusion. The Laser Beautique’s answer is to place education alongside the product.
Its Scientific Skincare consultations are designed to help consumers understand their skin, while its skin-scan services are intended to provide a more measurable way of monitoring changes over time.
That emphasis on understanding and evidence gives the brand a distinctive position: skincare is not simply something to believe in. It is something to understand, monitor and build into a longer-term skin-health strategy.
Innovation Does Not Stop at the Treatment Room
The company’s recent product development demonstrates that this philosophy continues to evolve.
In 2026, Scientific Skincare introduced Professional Age Defying Masks designed specifically for in-clinic treatments. The range includes a Growth Factor Collagen Sheet Mask focused on hydration, firmness and skin-barrier support, alongside a Retinol Radiance Mask formulated for more advanced concerns including pigmentation, photo-ageing, fine lines and texture.
The significance is not simply the introduction of another skincare product.
It is the way the products fit into The Laser Beautique’s broader model.
The company is effectively connecting professional aesthetics with everyday skincare — giving clients a pathway between what happens in the treatment room and what happens at home.
That creates a more complete relationship with the consumer, while reinforcing the brand’s long-standing focus on technology, education and results.
Where Skincare Meets Fashion
It is this evolution that makes The Laser Beautique’s presence at the 2nd annual South Africa Fashion Awards particularly fitting.
Held on 3 October 2026 at Hotel Sky in Sandton, Johannesburg, the awards brought together the designers, models, stylists, photographers, brands, retailers and beauty professionals contributing to South Africa’s fashion ecosystem. The awards featured 21 publicly voted categories, reflecting a view of fashion that extends well beyond clothing.
The Laser Beautique sponsored Best Skincare Brand, placing professional skincare within that wider conversation.
And the connection is more natural than it may first appear.
Fashion is ultimately about presentation, identity and visual expression. Skincare forms part of the foundation beneath that expression.
For models and performers, healthy skin is part of the canvas. For designers and creators, it contributes to the overall visual language. For consumers, it can influence something even more personal: how comfortable and confident they feel in their own skin.
That makes skincare an increasingly important part of the fashion and beauty ecosystem — and gives The Laser Beautique a credible place within that conversation.
From Personal Frustration to Collective Confidence
Perhaps the most compelling part of The Laser Beautique’s story is the consistency between its beginnings and where the business is today.
The company began because its founder wanted a better answer to a problem that affected how she felt about herself.
More than a decade later, the business continues to build around the same fundamental idea: that people should be able to feel comfortable and confident in their own skin.
But the way it delivers that idea has become considerably more sophisticated.
From laser technology and permanent hair-removal solutions to professional training, its own laser technology and Scientific Skincare, The Laser Beautique has transformed a personal search for a better solution into a broader aesthetics platform.
Its sponsorship of Best Skincare Brand at the South Africa Fashion Awards therefore feels less like a departure from its story and more like a continuation of it.
Because beneath the treatments, technology and products is a simple proposition that has remained remarkably consistent: when people feel comfortable in their skin, confidence follows.
And in an industry increasingly defined by the intersection of science, beauty and self-expression, The Laser Beautique is positioning itself not simply to participate in that conversation, but to help shape it.
