Known for its dedication to textured hair and roots in celebrating African beauty, Creme of Nature, an iconic American-born ethnic haircare brand with over 65 years of legacy, has launched its landmark campaign, Rooted in Radiance, in South Africa. So, what better way to celebrate this launch than naming an ambassador whose talents are just as versatile as her hair? Global beauty icon, award-winning actress, and celebrated humanitarian Nomzamo Mbatha has been officially named the first-ever South African ambassador for Creme of Nature.
Nomzamo Mbatha: Rooted In Creme of Nature
“Nomzamo Mbatha embodies the essence of our Rooted in Radiance message,” says Zandi Zinganto, Brand Manager for Creme of Nature South Africa.
“[Nomzamo] is powerful, graceful, and celebrates African authenticity in all expressions of her brand image. Her partnership with us is not just another beauty campaign, but an ode to celebrating authentic African beauty, culture, and the beauty of textured hair in women.”
A globally recognised actress and humanitarian, Nomzamo Mbatha is no stranger to leading with purpose. From starring in “Coming 2 America” alongside Eddie Murphy to her breakout role in “Shaka Ilembe”—Africa’s highest-rated drama of 2023, Nomzamo continues to represent excellence on screen and off. She serves as a Goodwill Ambassador for the United Nations Refugee Agency (UNHCR), an Earthshot Prize Ambassador, and a Global Citizen Ambassador, utilising her platform to drive worldwide social change.
“I am incredibly honoured to be the first African face of Creme of Nature. This partnership is a personal milestone and a broader celebration of African identity and culture,” gushes Mbatha. She adds that Creme of Nature understands and embraces the unique beauty of diverse hair textures, empowering women such as herself to showcase their authentic beauty proudly,
“A brand needs to resonate with the diverse experiences of women, and this collaboration highlights our strength, individuality, and heritage. Together, we can redefine beauty standards and inspire countless women to love and celebrate their authentic selves,” she says.
Rooted in Radiance
The Rooted in Radiance campaign reflects the most authentic self of South African women, a bold statement of self-love and an outward expression of their creativity and inner confidence. We invite all women with textured hair to celebrate the rich legacy woven into every curl and coil.
With a deep respect for the heritage and self-expression of textured hair, Creme of Nature’s Rooted in Radiance campaign is more than a tagline; it’s a movement. At its core lies a bold truth: hair is more than just strands; it is a legacy, an identity, and a radiant symbol of confidence.
“Creme of Nature, Rooted in Radiance. Your Roots, Your Radiance” is a call for every woman to honour the richness of her roots and wear her hair with pride. The brand’s award-winning ranges—including the beloved Argan Oil and nourishing Pure Honey collections deliver holistic haircare for curly, coily, and kinky textures from root to tip.
Creme of Nature is now available at Clicks, Dis-Chem, TakeAlot, and Amazon, and will launch in Checkers in July 2025.
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