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BUSINESS NEWS - In a world that often equates strength with relentless hustle, 1st for Women is rewriting the narrative. Their inaugural “Her and Now: Insights into the Women of South Africa 2025” report reveals a quiet revolution among South African women - a shift toward embracing softness, balance, and self-care as powerful tools for thriving.
To celebrate this movement, 1st for Women has partnered with Standard Beauty, a bold and unapologetic brand rooted in self-care and empowerment, to offer an exciting competition that’s all about putting women first.
The report, which surveyed over 4 000 women nationwide, highlights a duality many women face: celebrated for their resilience but stretched thin by the weight of expectations.
Key insights show that:
67% of women feel expected to “keep it all together” every day, while 68% report being depended on emotionally, financially, or socially.
90% of women agree they’re redefining success to include peace, not just achievement.
58% strongly believe that the right to exhale is as important as the drive to succeed, yet 43% rarely get uninterrupted time for themselves.
93% agree that women should support each other unconditionally, and 97% of women agree they “show up” for others even when it’s difficult.
Against this backdrop, the partnership with Standard Beauty feels like more than a collaboration - it’s a call to action. Together, the brands are championing the idea that self-care isn’t a luxury, it’s a necessity. Softness - defined as empathy, adaptability, and vulnerability - is reframed as a superpower that fosters well-being, resilience, and deeper connections.
To celebrate, we are giving five lucky winners a year’s supply of skincare, valued at R20 000 per winner. The prize includes quarterly online consultations, a personalised skincare routine with custom products delivered to your door - everything designed to make self-care effortless and empowering.
Entering is simple: Get your obligation-free quote from 1st for Women today to enter the lucky draw!
In a time when the “strong woman” archetype often leaves women feeling exhausted and invisible, this campaign is a reminder that prioritising yourself isn’t selfish - it’s essential. Bianca de Beer, Senior marketing manager at 1st for Women, explains, “Protection isn’t only about products; it’s about listening to women, understanding their realities, and responding with meaningful solutions.”
So, why wait? Enter the competition today and embrace the softness that fuels your strength, because self-care isn’t just important - it’s your superpower.
Competition ends 20 October 2025.
1st for Women is a licensed non-life insurer and FSP.
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