How Creme of Nature is Contributing to the Natural Hair Care Dialogue in SA
Rooted in Radiance: How Creme of Nature is Contributing to the Natural Hair Care Dialogue in South Africa
Natural hair has long occupied a layered and often politicised space in South Africa’s cultural consciousness. Beyond beauty, it shapes how identity is expressed, negotiated and celebrated. Over the past decade, the natural hair movement has steadily reframed what it means to be self-defined, pushing against homogenised beauty ideals and foregrounding individuality, heritage and authenticity.
Hair has always been an intimate marker of who we are, a living archive of personal and collective memory. In the post-apartheid era, this takes on renewed visibility. What was once policed in classrooms and workplaces has become a symbol of freedom, creativity and belonging. The rise of natural hair in mainstream media, fashion and digital culture reflects a collective affirmation of beauty on our own terms, an assertion of cultural identity and personal autonomy.
Within this context, Creme of Nature’s local launch into the South African market, alongside the announcement of Nomzamo Mbatha as its first South African ambassador, is particularly significant. The moment marked more than a commercial expansion; it signaled a deeper conversation between global brands and local identity. Mbatha embodies a contemporary South African womanhood that is confident, grounded and expressive. Her collaboration with Creme of Nature aligns innovation with authenticity, situating natural hair care firmly within the vocabulary of modern beauty.
Alongside the announcement, Creme of Nature also introduced the first-ever Creme of Nature Squad, a powerful collective of six dynamic content creators, storytellers and advocates for textured hair representation. Together with Nomzamo, these remarkable women are redefining beauty standards and championing a new era of identity-driven storytelling in South Africa.
The brand’s “Rooted in Radiance” campaign recognises hair care as both craft and self-expression. It reflects a shift in how beauty brands engage with the natural hair category, moving from token inclusion to genuine dialogue. Through its range and storytelling, Creme of Nature celebrates the richness of natural hair while affirming individuality. The rollout across South African retail spaces also broadens accessibility, embedding these rituals of care into everyday life.
Authentic engagement, in this sense, is about connection. For brands operating in South Africa, it means recognising the nuances of local hair culture, the environment, lifestyle and traditions that inform daily routines. When approached with sensitivity, this exchange strengthens the relationship between global expertise and local experience, expanding what the beauty industry can represent. Mbatha’s collaboration represents an opportunity to build something lasting: a partnership grounded in creativity, education and community. The campaign’s storytelling invites reflection on how beauty can be both personal and collective, and how care itself becomes a language of empowerment.
In a market where visibility often overshadows substance, this partnership offers depth through consistent presence and meaningful engagement within the beauty and creative landscape. For consumers, it represents access to products designed with genuine understanding. For culture, it reinforces that identity is not something to be shaped by approval, but something to be lived confidently and completely.
The natural hair movement in South Africa reflects an ongoing evolution in consciousness, one that celebrates individuality and self-definition. With figures like Nomzamo Mbatha leading the conversation and brands like Creme of Nature participating with awareness and respect, the dialogue around beauty continues to expand, not as trend, but as truth. It is, in every sense, rooted in radiance.
