Safety is Power: AMAZI and Women For Change Partner Against Gender-Based Violence

This Women’s Month, AMAZI and Women For Change launched their Safety is Power initiative to raise R500,000 for survivors of gender-based violence. Every AMAZI product sold funds safety, dignity, and hope for women in South Africa.

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In South Africa, Women’s Month is both a celebration and a reckoning. In a country where one in three women face violence in their lifetimes, safety remains one of the most urgent and unmet rights for women. 

This year, the month also marks the launch of the Safety is Power initiative. This is a partnership between purpose-driven beauty brand AMAZI and the non-profit Women For Change as they aim to raise R500,000 to support 10,000 survivors of gender-based violence.

When Women Refuse to Be Silenced, Change Follows

For AMAZI, this fight is deeply personal. Through the AMAZI Academy, the brand trains and mentors previously unemployed women, equipping them with beauty skills, personal development, and job readiness training. They go on to become professionals in AMAZI Beauty Bars, where they are able to turn self-care into a source of both income and independence.

Yet, for too many of these women, the barriers to economic freedom are not just about skills or opportunity. They are about safety. Without protection from violence, the path to financial empowerment is dangerously fragile.

Previously, AMAZI and Women For Change stood side-by-side at the Union Buildings in a powerful act of solidarity. Together with survivors, advocates, and allies, they joined the Women For Change march, which drew over 150,000 signatures calling on the government to declare gender-based violence and femicide a National Disaster. It was a testament to the collective strength of women refusing to be silenced—and the Safety is Power initiative is the next step.

Buy With Purpose & Build a Safer Future

From 1 August 2025 to 31 October 2025, AMAZI is donating R10 from every product sold to Women For Change’s digital emergency response platform. This is a lifeline that connects survivors of gender-based violence to legal aid, crisis counselling, and essential services.

Shoppers can take part simply by choosing AMAZI products, with each one turning an act of self-care into an act of solidarity. For those who want to go further, additional contributions can be made through a dedicated campaign page. The goal is to raise R500,000 to support 10,000 survivors in reclaiming their safety, dignity, and future.

This initiative is a declaration that women’s safety is not negotiable. It’s a stand against a culture that has normalised fear, and a commitment to a future where women can live, work, and dream without violence shadowing their steps.

Women have spoken. They have marched. And now is the time to act. Visit any AMAZI Beauty Bar or shop with purpose online. Every purchase between now and 31 October 2025 brings us closer to a South Africa where women’s safety is a right, not a privilege.