Johanensburg – A new era of textured haircare offi cially took root in South Africa as Creme of Nature hosted an intimate and inspiring celebration to mark its local launch and announce Nomzamo Mbatha as the brand’s fi rst-ever South African ambassador. Held in Johannesburg, the exclusive event brought together guests to experience the essence of the brand’s powerful new campaign — Rooted in Radiance.
Known globally for its deep legacy in textured haircare, Creme of Nature’s expansion into South Africa is more than a market move — it’s a cultural moment. Now available at Clicks, Dis-Chem, Takealot and Amazon, with a Checkers launch set for July 2025, the brand is making textured haircare more accessible than ever. At the heart of this milestone stood actress and humanitarian Nomzamo Mbatha. As she took the stage — radiant and unapologetic — she spoke to the campaign’s powerful message: embracing your roots, your texture, and your truth.
“This partnership is not just a personal milestone; it’s a celebration of our collective identity,” said Mbatha. “Creme of Nature understands the richness of our coils, curls and kinks — and the stories they carry. I’m honoured to be part of a campaign that places African beauty at the centre and uplifts women to take pride in their authentic selves.”
The evening was orchestrated by award-winning multimedia entrepreneur Pamela Mtanga, whose charisma and presence made for a captivating atmosphere. Another highlight of the night was the unveiling of the fi rst-ever Creme of Nature Squad — a powerful collective of six dynamic content creators, storytellers and advocates for textured hair representation. Together with Nomzamo, these remarkable women are redefi ning beauty standards and championing a new era of identity-driven storytelling in South Africa.
Guests were treated to an immersive brand experience from the moment they arrived. Upon entry, they were welcomed by a striking visual gallery celebrating hair heritage, setting the tone for an evening rooted in culture and self-expression. Interactive elements like braid stations, content booths, and hair quiz games invited attendees to engage directly with the essence of the brand. The experience also off ered an introduction to Creme of Nature’s hero collections — the beloved Argan Oil from Morocco and the ultra-nourishing Pure Honey range — both designed to nurture curls, coils, and kinks with care and intention.
“With Nomzamo leading the charge, we’re not just launching a product — we’re launching a movement,” said Zandi Zinganto, Brand Manager for Creme of Nature South Africa. “Rooted in Radiance is a tribute to the strength, creativity and self-expression of textured-haired women in South Africa and across the world.”
The event space refl ected the richness of African identity, adorned with vibrant natural textures, affi rming messages, and interactive moments celebrating heritage and hair. From product demonstrations to powerful discussions, guests left feeling seen, celebrated, and inspired to walk boldly in their radiance.
The evening culminated in a vibrant entertainment showcase, with live DJ performances from the dynamic Homie.Lover.Friend trio, who serenaded the crowd with genre-blending soundscapes. The energy peaked with a headline set from LeloWhat’sGood, who brought the house down and had guests dancing until the fi nal beat – making it a night to remember!