A Historic First for South Africa’s Beauty Industry
South African actress, humanitarian, and global icon Nomzamo Mbatha has added another accolade to her ever-evolving portfolio—this time as the first-ever South African brand ambassador for Creme of Nature, the internationally revered haircare brand known for celebrating textured hair in all its glory.
The announcement marks a moment of cultural significance—not only for Nomzamo’s personal brand but for representation within the global beauty space. It’s a powerful signal of intent from Creme of Nature, a brand with deep roots in Black haircare heritage, now placing African identity at the centre of its global narrative.
“I am incredibly honoured to be the first African face of Creme of Nature. This partnership is not just a personal milestone; it signifies a broader celebration of African identity and culture. Creme of Nature understands and embraces the unique beauty of diverse hair textures, empowering women like me to showcase our authentic beauty proudly,” Nomzamo shared during the launch.
As the first African ambassador for the brand, Nomzamo fronts the Creme of Nature’s latest “Shine Different” campaign, which launched in South Africa and the United States, underscoring a transatlantic celebration of textured beauty. Her presence in this role feels both aspirational and overdue—a bold move towards localising global beauty standards and spotlighting African excellence.
The Power of Representation in Haircare
Creme of Nature, which has long served Black communities with formulations tailored for coils, curls, and kinks, brings authenticity to this collaboration. By appointing a South African woman to represent their ethos, the brand deepens its connection to the continent—recognising not only Africa’s rich aesthetic traditions but also its rising influence in global beauty trends.
In many ways, Nomzamo embodies the Creme of Nature woman: confident, cultured, and committed to empowerment. From her natural hair looks on red carpets to her advocacy for mental health and education through the Nomzamo Lighthouse Foundation, she has consistently pushed boundaries.
The Shine Different campaign also sends a message to young African women: that beauty is not something you conform to, it’s something you define on your own terms. Whether braided, coiled, natural or straightened—your crown is worthy.
A Moment of Pride, A Movement Forward
This appointment feels like more than a brand partnership—it’s a cultural reset. For decades, beauty campaigns in South Africa and globally have often overlooked African textures, tones, and truths. Nomzamo’s new role is a clear invitation to the industry to do better, to see more, and to reflect the realities of the women they market to.
Creme of Nature’s decision to centre an African woman with natural hair, global impact, and unapologetic pride sets a new benchmark. And who better than Nomzamo to lead this charge?
As the world shifts toward more inclusive beauty narratives, Nomzamo’s partnership with Creme of Nature is both a celebration and a call to action. It reminds us that beauty brands must not only reflect their consumers but empower them—and that the future of beauty is African, textured, and bold.