Culture Craze
Boity Thulo’s Pink Sapphire Perfume Price Cut: From R600 to R99 in 2025
When Boity Thulo unveiled her fragrance Pink Sapphire back in 2020, it was framed as a defining moment for celebrity entrepreneurship in South Africa. The rapper, TV personality, and businesswoman had stepped boldly into the beauty space, presenting her scent not only as a product but as a statement of ambition. It was launched with fanfare and carried a premium price tag of around R600.
Fast forward to 2025, and the same bottles are now spotted on shelves for as little as R99. The sudden markdown has sparked public debate and laid bare the challenges of translating fame into retail success.
From Hype to Heavy Discounts
The fragrance’s drop in value is not a quiet clearance. Photos of discounted bottles circulated online, stirring a wave of reactions. Fans expressed disbelief, with some asking whether Boity even wore the perfume herself, while critics called it another case of a star overestimating the pulling power of a name.
Behind the markdown is a simple retail reality: unsold stock. With major retailers slashing prices to move inventory, the scent that once symbolised luxury has become an unexpected bargain buy.
Owning the Setback
Instead of retreating behind silence, Boity addressed the situation head-on. “The business failed. Very disappointing. Life happened. But we try again and keep moving forward,” she admitted. That candid response earned her respect even from sceptics. In a local entertainment landscape where celebrity brands often vanish without explanation, her transparency stands out.
Boity Thulo’s ‘Boity Pink Sapphire Eau De Parfum’ on an all stock must go sale from R600 to R99 per bottle. pic.twitter.com/jtiRaUuVsg
Musa Khawula (@MsaKhawula) September 29, 2025
The Wider Pattern of Celebrity Brands
Boity’s Pink Sapphire is not the first South African celebrity-backed product to lose its shine. From haircare ranges to wellness enhancers, many high-profile launches have stumbled once the initial hype fades. What sets this case apart is that Boity has tasted success before: her collaboration with Impulse body sprays was well received and proved that her name could drive sales when paired with a solid product and sustained marketing.
This contrast underscores a bigger lesson. Star power can light the way, but it cannot sustain a product without strategy, consistent promotion and alignment with what shoppers want.
What the Price Drop Really Means
There are three takeaways from this moment in Boity’s career. First, passion alone is not enough in the competitive beauty market; execution is everything. Second, transparency in failure can strengthen a personal brand more than denial ever could. And third, celebrity brands are not defined by one product. A stumble with Pink Sapphire does not erase Boity’s influence in music, fashion, and entertainment.
For consumers, the markdown may look like nothing more than a bargain. For Boity, it is a reminder of the risks that come with branching into retail. And for South Africa’s celebrity brand ecosystem, it is another chapter in the ongoing story of ambition, resilience and reinvention.
Also read: Lewis Hamilton Mourns the Loss of His Beloved Dog Roscoe
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Source: Bona Magazine
Featured Image: Instagram/@boity
