Our Principles

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Experience every ride in total comfort. Our lanolin-based cream with added zinc-oxide and specific-purpose essential oils not only provide physical relief but also complete peace of mind.


Your secret barrier layer, ASS MAGIC is an essential piece of gear for every ride. Usage of this protective cream instills a feeling of extraordinary supernatural powers. Pure magic.


Protect your skin without compromising your cycling gear. ASS MAGIC shields you against chafing, bacterial, and fungal infections, all without damaging your kit.


A tried and tested formula, the result of continuous experimentation to find the perfect solution that is both effective and medicinal.

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I Love Boobies

In 2016, following a successful breast cancer awareness fundraising campaign, the ILoveBoobies Charity was incorporated.  Our mandate is to educate and perform clinical screenings for South African women who have limited funds and access to medical facilities. Breast cancer is a disease with tremendous health risks amongst women.  One in eight women of almost any group, will experience invasive breast cancer in her lifetime.

ASS MAGIC is a proud supporter of I Love Boobies events

Home from Home

In 2005, our founders, Jane Payne and Pippa Shaper, envisioned a future where the most vulnerable children of South Africa would not grow up on the streets or in institutional organisations. Instead, they would experience a second chance at a loving family life.

4PAWS Charity

is the global animal welfare organisation for animals under direct human influence, which reveals suffering, rescues animals in need and protects them. Our vision is a world where humans treat animals with respect, empathy and understanding.