From Football to Skincare: Kaizer Chiefs Launches New Skincare Range
From Football to Skincare: Kaizer Chiefs Launches New Skincare Range
Kaizer Chiefs have reportedly taken another bold step away from the pitch by venturing into the personal care industry.
The Soweto giants set to collaborate with the Shoprite Group on the launch of a new skincare range.
The move, which has sparked criticism among fans, marks the latest effort by Amakhosi to grow their brand beyond football.
Also Read: ‘Legendary’: Itu Khune Receives Hero’s Welcome After Kaizer Chiefs Beat Golden Arrows
Kaizer Chiefs-Branded Grooming Products Hit Stores
According to Cash N Sport, the initial rollout includes three men’s grooming products — an aftershave balm, a face wash, and a moisturiser. The Chiefs-branded items are already available at selected Shoprite and Checkers outlets, as well as online via checkers.co.za.
The products target everyday male grooming, positioning the club within the fast-growing lifestyle and personal care market.
Brand Expansion Beyond the Pitch
As one of Africa’s most recognisable sporting institutions, Kaizer Chiefs have increasingly diversified their commercial footprint. The skincare launch follows a series of lifestyle-focused collaborations, including a travel bag capsule with adventure brand Sealand released in December and a partnership with supporters-wear brand Old School earlier last year.
These ventures underline the club’s strategy to evolve into a broader lifestyle brand rather than remaining solely football-focused.
Fans Criticize Kaizer Chiefs New Direction
Some fans have, however, reacted critically to the move, arguing that the club’s growing focus on commercial ventures is coming at the expense of on-field success.
Netizens remarked that Kaizer Chiefs are increasingly being run like a marketing brand rather than a football institution, with fans questioning whether resources spent on lifestyle products could instead be directed towards improving the squad. Others expressed frustration over what they see as a shift away from the club’s traditional identity, suggesting that business interests now outweigh football priorities.
Here are some of the comments:
@CrampShellVibes;
The day we as @KaizerChiefs fans accept that we are now supporting a marketing brand instead of a soccer team, we will live In peace. These products take away from quality signings. Cause no one has seen the benefits of Kappa and the Chips yet
@Lazarusshilaby;
That why they don’t buy or get proper players anymore they’re more focused on business than what really kaizer chiefs is known for 
Personally I won’t buy these kaizer chiefs things until they prioritise the football team before anything.
@Kutumela;
aowa banna for eng??
@Ekasibusiness;
Lol, I always knew this is a beauty company masquarading as a soccer team.
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