Rooted in Radiance: A New Era of Textured Haircare Arrives in South Africa
Creme of Nature, the iconic ethnic haircare brand with a 65-year legacy, has officially launched in South Africa—and it’s arrived with radiant purpose. At the heart of this exciting launch is celebrated actress, humanitarian, and global beauty icon Nomzamo Mbatha, who has been named the first-ever South African ambassador for the brand.
A Heritage of Haircare Meets African Excellence
Creme of Nature has long stood as a champion for textured hair, offering nourishing solutions for curly, coily, and kinky textures. With the Rooted in Radiance campaign now hitting South African shores, the brand is not just selling products—it’s celebrating African beauty and cultural heritage. Available at Clicks, Dis-Chem, Takealot, and Amazon, with a Checkers launch set for July 2025, the brand is bringing its most-loved ranges—including the Argan Oil and Pure Honey collections—to local beauty aisles.
“Your Roots, Your Radiance” is more than a slogan; it’s a movement. The campaign aims to empower women to embrace their identity, honour their heritage, and shine unapologetically through their hair.
Why Nomzamo?
“Nomzamo embodies the essence of our Rooted in Radiance message. She is powerful, graceful, and celebrates African authenticity in every expression of her brand.”
says Zandi Zinganto, Brand Manager for Creme of Nature South Africa
From her breakout role in Shaka iLembe—Africa’s most-watched drama of 2023—to starring alongside Eddie Murphy in Coming 2 America, Nomzamo’s global impact continues to grow. Beyond the screen, she’s a UNHCR Goodwill Ambassador, Earthshot Prize Ambassador, and Global Citizen Advocate, proving she’s a force for social good and representation.
“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.”
says Mbatha
A Movement of Radiance and Representation
The Rooted in Radiance campaign is a call to action for all women with textured hair. It invites them to see their hair not just as strands, but as symbols of legacy, identity, and inner confidence.
“This partnership is a historic milestone. With Nomzamo’s vision and authenticity, we’re excited to support women in celebrating their natural beauty with our expertly crafted products.”
says Henry Shuttleworth, Managing Director of Revlon South Africa
With this launch, Creme of Nature is planting deeper roots in Africa, not just with products, but with purpose.
Follow Creme of Nature South Africa
Instagram: @cremeofnature_sa
Facebook: Creme of Nature South Africa
#RootedInRadiance | #MyRootsMyRadiance
