Built on Experience, Passion, and Purpose
Spending more than 10 years marketing toiletries and cosmetics, founder Rob Smit saw an opportunity to make a meaningful difference in the skincare industry. Upon returning from abroad in April 1987, he accepted the position of General Manager of a small skincare company based in Klerksdorp, South Africa.
It quickly became clear that there was a significant need for products focused on problem skin rehabilitation, particularly among individuals whose skin had been damaged by harsh skin-lightening products and chemical treatments.
Driven by this vision, Rob registered Confidence Care Products C.C. in 1988 and began marketing a locally manufactured cover cream designed to rehabilitate and beautify damaged skin.
Understanding the Real Needs of Customers
Early research and product testing took place in townships throughout the North West Province and Free State, including: Jouberton, Khuma, Kanana, Ikageng and Thabong.
During these years, Rob built the business through direct personal relationships, selling products directly to Shop owners, Shebeen queens Hospital personnel and the likes.
Through persistence, dedication, and trust-building, New Shades gradually expanded into pharmacy outlets and retail distribution.
Expanding Across Southern Africa
In 1990, Verena Metzer became the company’s first sales agent, managing Gauteng, Rustenburg, and Swaziland. This allowed Rob to focus on expanding the business into additional regions. She has done a sterling job and still helping many women today.
Over the following decade, five more agents joined the company. While this expansion required significant investment, it enabled New Shades to grow steadily throughout Southern Africa.
A major milestone came in 1997 when Rob’s son, Andre Smit, joined the company. Andre took responsibility for the Free State, Lesotho, North West Province, Northern Cape, and KwaZulu-Natal regions.
Not only did he embrace the opportunity wholeheartedly, but he also excelled at maintaining and strengthening the personal customer relationships that remain the foundation of New Shades’ success today.
Education, Demonstrations, and Customer Trust
New Shades relied heavily on grassroots marketing and practical demonstrations to introduce customers to the products. The company invested in:
- In-store promotions
- Low-cost advertising initiatives
- Facial demonstrations at pharmacies and retail outlets
These demonstrations proved extremely successful, with many turning directly into sales. Over the years, Rob personally conducted hundreds of skincare and facial demonstrations.
Through direct interaction with thousands of African women, New Shades gained invaluable insight into common skin concerns, customer expectations, and the emotional impact of problem skin conditions.
This hands-on experience inspired an international search for the highest-quality skincare and cover products available.
German Technology and Product Innovation
In 1990, New Shades sourced a premium-quality cover cream developed with advanced German technology — a product Rob believed to be among the best in the world.
The consistent quality and visible results of these products created strong customer loyalty and repeat business across Africa.
Originally launched with only four shades, the range has since expanded to thirteen shades to better accommodate diverse skin tones.
The naming system was intentionally kept simple and customer-friendly:
- New Shades No. 3
- New Shades No. 6
- New Shades No. 8
- And many more
The “Cover, Heal, and Beautify” Philosophy
As strong believers in the “cover, heal, and beautify” philosophy, New Shades recognised the need for compatible skincare products that could support long-term skin recovery.
This led to the development of specialised skincare treatments and facial washes designed specifically for troubled and sensitive skin.
Despite limited funding, minimal advertising resources, and many challenges along the way, years of research, testing, perseverance, and customer feedback resulted in the development of a trusted skincare range with proven results.
Today, the New Shades skincare system includes:
- New Shades Cover Creams
- Confidence Vitamin E Moisturiser with Collagen
- Confidence Facial Wash with Bergamot Essence
- Translucent powder
Together, these products form a complete and effective skincare regime that has restored confidence and hope to countless women throughout Africa.
A Legacy That Continues
For decades, New Shades has remained committed to helping people feel confident, beautiful, and comfortable in their own skin.
The success of New Shades has always been built on personal relationships, customer satisfaction, product quality, and genuine care for people living with skin concerns.
Today, New Shades continues to grow as a trusted skincare brand with a loyal customer base across Southern Africa.