Media24’s digital arm invested in the start-up in 2013 to test whether its audience was receptive to a subscription-based ecommerce business selling beauty products. The investment saw Rubybox double its revenue.

Geoff Cohen, head of 24.com, said: “Our partnership with Rubybox has been valuable and we have a strong belief in the management team and their ability to develop the platform from here.”

Gruber said: “I am grateful for the fantastic marketing support Media24 has provided and for the opportunity to work with such a talented team. While we are sad to lose the support, we are excited to further grow Rubybox in the online beauty market, to bring valuable digital solutions, coupled with trial boxes, to beauty brand houses and to connect and engage with a targeted audience.”

Media24 chief executive Esmaré Weideman said Media24 remained fully committed to investing in and growing its ecommerce portfolio in order to diversify its operations. “Spree, our award-winning online fashion, beauty and décor store which launched in 2013, is doing well. Our ecommerce division recently rolled out Efinity, an ecommerce fulfilment service aimed at small and medium-sized merchants. In addition, our distribution company On the Dot is a leading ecommerce warehousing and fulfilment company in South Africa. We are very excited about the prospects of these businesses.”

Weideman concluded: “While Rubybox no longer fits our ecommerce portfolio, we wish Sylvia and her team every success.”