Whether she’s doing her own hair during a Sunday reset, posting online content that keeps her community entertained and inspired, or creating beautiful Netflix shows, Wendy Gumede is as grounded as she is glowing. In a warm and honest conversation, she opens up about hair care, career evolution, and what it truly means to celebrate yourself — messy buns, braids, ambitions, and all.
Hair as Identity and Therapy
For Wendy, now the radiant face of Dark and Lovely, hair isn’t just a girly pastime — it’s deeply personal. It holds memories of her late mother, who passed away when Wendy was only 11 years old.
“My mom was a hair girly, and I definitely inherited that in my own way,” she says, reminiscing.
“Looking back, hair was a form of intimacy between me, my mom, and my aunt. My mom knew how to do hair, so she became my first introduction into it. Hair has continued to define me in so many ways.”
Hair became a life barometer for Wendy — marking seasons of growth, healing, and self-discovery. That’s why, when she turned 30, she cut it all off: a symbolic reset, a fresh start into a new decade of becoming.
“My 20s were hectic. I was incredibly ambitious and knew what I wanted from 13 years old. I just went for it, no plan B. It was a lot of hard work. But stepping into my 30s, I feel grounded — in a career I love, surrounded by people who support me. I’m no longer running. Now, I soar,” she shares.
That powerful act of letting go deepened her understanding of hair as more than style — it’s storytelling.
In her two years with Dark and Lovely, Wendy has seen clearly how hair is woven into Black women’s identities — whether shaving it off, wearing it natural, or relaxing it. Every choice is valid. Every choice is part of becoming.
Wendy has always played it safe with her hair, sticking to what works — like her signature faux locs (which she kept for her role on eTV’s Scandal) or a simple bun. “I find something that works and stick to it,” she laughs. But recently, her relationship with hair has grown more intentional — and a bit more adventurous — thanks to her online community, who’ve helped her pick new styles and nudged her to embrace change.
Even as she experiments, protecting her hair remains a top priority. For Wendy, playfulness never comes at the expense of care. Whether faux locs, braids, or cornrows, she’s intentional about health — regular washing, moisturizing, and locking in hydration with hair food and serums. “Styling is fun, but you can’t neglect what’s underneath,” she says. “Your hairline, your scalp — they need love too.”
When asked about her go-to protective styles, she doesn’t hesitate: faux locs, ponytails, braids, and now cornrows — encouraged by her followers to try new things. But protective styling isn’t just about looks.
“In winter, your hair needs you the most. Protective styles are important, but so is what comes after — moisturising, scalp care, and using hair food and serums, especially on the hairline.”
Her must-have? Dark and Lovely’s Protective Relief. “Faux locs can be painful at first. That product is everything. You literally feel yourself come back to yourself when you use it.” And if stranded on an island? “The gel. I live for that gel — especially for my edges!”
Her daily routine includes Dark and Lovely’s Braid Spray — “like perfume for my hair” — and the Waterless Cleanser. “I’m at the gym, walking, sweating. My braids need freshening up too.”
She also appreciates the thoughtful design on some products: “The nozzle goes straight to the scalp. It’s like they thought of everything — we shouldn’t have to overthink hair care.”
This full-circle moment — working with a brand she grew up admiring, “longing to be one of the girls on the box” — is more than a job. It’s an ode to her mother, who taught her to love her hair, and a statement of belonging — representing the everyday girl next door, a content creator just like many of us.
Reflecting on 10 Years in the Industry
Wendy’s career now spans 10 years — a journey that began in her 20s and has been unforgettable every step of the way.
From launching a YouTube channel in 2016 out of sheer hustle, to writing for Netflix and acting on screen, she’s carved out a dynamic, inspiring path.
“I started YouTube because breaking into the industry with a film and TV degree was tough. I created my own opportunities — and it evolved. I was 23 then. I’m 33 now. The growth has been incredible.”
From major shows to voice acting for Trace Urban, to becoming a Dark and Lovely ambassador, Wendy reflects with gratitude.
“Sometimes I don’t stop to notice how far I’ve come because I’m still chasing more. But I’m proud. I’m really proud of the girl I’ve become,” she reflects — a mindset she’s learning to carry into her work.
Her latest Netflix project, Marked, is already stirring reactions. But she’s learning to soak it in.
“As artists, we’re our worst critics. Now I’m trying to sit back, enjoy the work, be present, and receive feedback — good or bad. It’s part of the process.”
Beyond the styles and the hair care routines, Wendy believes the true power of Black hair lies in its incredible diversity and what it represents for women everywhere.
Asked whether the diversity in Black hair is part of what makes women powerful, Wendy’s answer is immediate.
“Absolutely. Our hair gives us the freedom to choose how we want to show up. That diversity is beautiful.”
As the face of a major beauty brand and someone who’s navigated life’s twists with grace, her advice is universal: “Don’t just be yourself — celebrate yourself. That’s something I had to learn.
“Whatever style you’re wearing, wherever you are in life, enjoy who you are. You are her. Uyi’starring, the main character in your story; don’t you ever forget that.”
Want to follow Wendy’s Hair Care Routine? See below some must have products.
Dark and Lovely Hair Scalp Protect Lotion 100ml
Dark and Lovely Hair Protect Style Cleanser 250ml
Dark and Lovely 48H Extra Hold Styling Gel 250ml
Dark and Lovely – Au Naturale Keep Calm Anti-Itch Scalp Soother – 250ml