What happens when a cult skincare brand joins forces with one of the world’s most recognisable fitness communities? A wellness experience that goes beyond cleansers and treadmills. Kiehl’s South Africa and Gold’s Gym are encouraging consumers to view skincare as part of a broader self-care journey, one that includes movement, recovery and community. To celebrate the partnership, the brands recently hosted an immersive event where guests could train, learn about their skin and connect with fellow wellness enthusiasts.
According to Chanel Pond, Product Manager for Kiehl’s South Africa, the partnership was a natural fit because both brands share a common philosophy centred on self-improvement and wellbeing.
“For over 170 years, Kiehl’s has built its reputation on efficacy, skincare science, quality ingredients and real results. What makes Kiehl’s unique is that we’ve always believed skincare should fit into real life. It’s not just a beauty routine, it’s a lifestyle. That’s exactly why this partnership with Gold’s Gym felt so natural,” she explains.
“When we looked at what Gold’s Gym represents, discipline, resilience, strength, wellness and community, we saw the same values that drive Kiehl’s. Both Kiehl’s and Gold’s Gym understand that self-care and performance go hand in hand. Whether you’re training towards your goals, pushing through challenges, or simply trying to become the best version of yourself, taking care of your body matters, and your skin is part of that journey too.”
Building a Wellness Community
Rather than hosting a traditional product launch, Kiehl’s and Gold’s Gym opted for a hands-on experience that allowed guests to work out, undergo skin analysis consultations and connect with like-minded individuals. For Chanel, the decision was rooted in one of the core values shared by both brands: community.
“Community is one of the most important values for both Kiehl’s and Gold’s Gym,” she says. “We wanted to create an opportunity to bring people into the Gold’s Gym world, introduce them to the Kiehl’s community, and bring different people together in one space. It was really about building connections and creating a Kiehl’s and Gold’s Gym tribe.”
The result was an experience that reflected a growing shift within the wellness industry, where fitness, skincare and holistic self-care are increasingly interconnected.
The Ultimate Winter Skincare Essentials
As South African consumers become more educated about skincare, they are paying closer attention to ingredients, efficacy and routines that suit their specific needs. For those just beginning their skincare journey, Chanel points to a few Kiehl’s classics that have stood the test of time.
“Kiehl’s was founded on a spirit of adventure,” she explains. “One of the brand’s most remarkable stories is that some of our iconic products accompanied an expedition to Mount Everest. One of those products was our Ultra Facial range, which remains incredibly popular today.”
Her first recommendation is the Ultra Facial Cream, Kiehl’s number one moisturiser worldwide.
“It provides up to 72 hours of hydration and is an excellent product for anyone starting their skincare journey,” she says.
She also recommends the Ultra Facial Cleanser as an everyday essential, alongside the brand’s beloved Avocado Eye Treatment.
“We all lead busy lifestyles and still want to look our best while doing it. Sometimes we want to look like we’ve had twelve hours of sleep when we’ve only had four. Our Avocado Eye Treatment is our number one eye cream worldwide, and it’s definitely one of the products I would recommend. Together, the Ultra Facial Cleanser, Ultra Facial Cream and Avocado Eye Treatment make a great starter routine.”
What’s Next?
While the partnership is only just getting started, Chanel says consumers can look forward to plenty of exclusive experiences over the coming months.
“We’ll be partnering exclusively with Gold’s Gym for the next six months, and we’re inviting people to become Gold’s Gym members so they can enjoy the exclusive benefits that come with it,” she reveals.
“Members will have access to Kiehl’s products in the gym bathrooms through our recovery stations. We’ll also be hosting activation Saturdays, where members can participate in classes such as Switch Playground and Dungeon sessions. There will be opportunities to win full-sized products, gift bags and other exciting prizes through activities like our Plinko game and vending machine experiences.”
As for what else is on the horizon, Chanel remains tight-lipped.
“For the rest, you’ll just have to watch this space.”
By bringing together skincare, fitness and community, Kiehl’s and Gold’s Gym are creating a new kind of wellness experience. One that recognises that looking after yourself is not confined to a single routine, but is reflected in the choices you make every day. Through this collaboration, both brands are proving that healthy skin and healthy living go hand in hand.
