Internationally acclaimed actress, humanitarian, and global beauty icon Nomzamo Mbatha has been unveiled as the first-ever South African ambassador for Creme of Nature, marking a major milestone as the iconic ethnic haircare brand officially enters the South African market.
Creme of Nature, a brand with a 65-year legacy rooted in caring for textured hair, has launched locally with its bold new campaign, Rooted in Radiance. Now available through major retailers including Clicks, Dis-Chem, TakeAlot, and Amazon, and with an upcoming launch in Checkers set for July 2025, the brand’s presence in South Africa is poised to reshape the textured haircare landscape.
“Creme of Nature, Rooted in Radiance. Your Roots, Your Radiance” is more than a brand slogan. It’s a call to honour the identity, history, and pride carried in every curl, coil, and kink. The campaign speaks directly to women who celebrate their natural hair as a powerful form of self-expression.
Creme of Nature’s signature product ranges, including the Argan Oil and Pure Honey collections, are specially formulated to nourish and protect textured hair from root to tip.
“Nomzamo embodies the essence of our Rooted in Radiance message,” said Zandi Zinganto, Brand Manager for Creme of Nature South Africa. “She 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.”
From her global breakout role in Coming 2 America to the lead in Shaka iLembe, Africa’s top-rated drama of 2023, Mbatha continues to lead with vision, grace, and a deep commitment to purpose. She currently serves as a Goodwill Ambassador for the United Nations Refugee Agency (UNHCR), an Earthshot Prize Ambassador, and a Global Citizen Ambassador, leveraging her influence to advance causes that matter globally.
“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. 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,” said Nomzamo Mbatha.
Henry Shuttleworth, Managing Director of Revlon South Africa, added: “This partnership marks a historic milestone for Creme of Nature. With Nomzamo’s passion, vision, and authenticity, we are excited to inspire women with textured hair to celebrate their natural beauty and support its upkeep with our products, which have been crafted with them in mind.”
The Rooted in Radiance campaign aims to reflect the most authentic version of South African women, encouraging them to embrace their natural textures as a symbol of pride and individuality. It’s a vibrant celebration of heritage, confidence, and the radiant beauty rooted in African identity.
