Joëlle Kayembe Interview

Joëlle Kayembe is one of the most recognisable faces in South Africa’s modelling history. After years of being "the face," she chose to reclaim her narrative, moving to the minimalist artistic hubs of Oslo and Copenhagen to rediscover herself as a painter and theater performer. Away from the glare of the flashbulbs, she found a blank canvas where she could speak her own language.

Now, as the face of NIVEA’s groundbreaking Cellular Epigenetics campaign, Joëlle is coming full circle. It is a partnership that celebrates longevity, science, and the skin stories we carry. At 42, she redefining a new narrative for herself.

We caught up with the multi-hyphenate icon to talk about the weight of early fame, breaking the model stereotype, and why success in 2026 is about exploring all aspects of ones dreams.

Q: You began modelling at a time when South Africa’s fashion industry was still defining what representation looked like. What do you remember most about those early years?

A: Pff! Those early years were truly transformative for me. I vividly remember the excitement of stepping into the spotlight, but also the panic and the weight of being one of the few faces (sometimes the only one) that represented a broader narrative. It was a time of exploration, for me - personally and think in retrospect- for the industry as well. No one was really having deep conversations about what representation meant, but somehow, we all understood that it was a necessary change, and I was fortunate to work alongside others who shared that vision. It felt like we were not just part of a fashion movement, but a cultural shift, making strides towards a more inclusive definition of beauty in South Africa. Those experiences shaped not just my career, but my understanding of identity and the power of visibility.

Q: How did it feel to see your face become so recognisable so quickly?

A: It was surreal, like a dream. One moment I was just starting out, and the next, my face was everywhere- on TV, on covers and billboards. It was an incredible mix of pride and a bit of disbelief! It really hit me how powerful representation can be and how it resonates with people. With that recognition came a sense of responsibility - I wanted to be someone who inspired others and made a genuine connection. Overall - It was an exhilarating experience, a bit overwhelming, but I’ve cherished every moment.

Q: At that stage in your career, did you have a clear sense of who you were, or did that understanding come later?

A: At 19, I was definitely in the thick of figuring things out, So the understanding definitely came later, I was passionate about modeling, but I hadn’t fully discovered who I was yet. That mixture of excitement and uncertainty was all part of the process. It took time and a lot of experiences to really understand myself. Each opportunity and challenge contributed to that growth, and my vision of who I wanted to be became clearer as I went along.

Q: When your appearance becomes central to your career, how do you protect or preserve your own sense of identity?

A: Pff! It’s a tricky balancing act - for sure :) When so much of your work revolves around how you look, it’s easy to forget who you are outside of that. Personally, I make it a point to stay connected to my core values and passions beyond modeling. Having a solid support system of friends and family helps me remember that I’m more than just my appearance. I also carve out time for things that truly fulfill me and keep me grounded. Ultimately, I try to view my appearance as just one aspect of my identity, not the whole picture.

Q: What does it mean to you to partner with NIVEA and what part of NIVEA’s campaign messaging resonates with you the most?

A: Partnering with NIVEA feels like aligning with a brand that not only understands the importance of skincare but also honours the individuality of every skin story. What excites me most about the new Cellular Epigenetics Rejuvenating Serum is how it blends inclusivity with science. The message that your skin tells the story of your life and celebrating longevity really resonates with me. The fact that NIVEA is backing that story with 15 years of research and innovation in epigenetics makes it even more powerful. Knowing that EPICELLINE® can help reverse the signs of skin ageing in just two weeks is groundbreaking, but even more meaningful is that it’s designed for real people, real skin.

Q: What are some skincare ingredients you swear by?

A: There are definitely a few skincare ingredients I can’t live without! But at the top of my list - is hyaluronic acid; it’s amazing for hydration and makes my skin feel plump and dewy. What excites me about the Cellular Epigenetics Rejuvenating Serum is that it doesn’t just bring together these essentials but elevates them with EPICELLINE®. It’s more than a serum — it’s scientifically proven to deliver 98% skin rejuvenation and visibly plumper, more radiant skin. It feels like a perfect blend that truly caters to my skin’s needs.

Q: Were there moments where you felt the industry misunderstood you, or limited you to a particular idea of who you were?

A: Absolutely, there have been moments where I felt boxed in by the industry's perceptions, and for a while - especially in the beginning - felt trapped by the industry's stereotypes. Especially in acting, there seemed to be this unspoken belief that models weren't really seen as capable or smart enough for serious roles. Whenever I heard those kinds of comments, my rebellious side kicked in - I took it as and “invitation“ or a challenge to show that I could be the exception to that rule! :) I’ve moved past that rebellious phase of my life. These days, when I encounter those same stereotypes, I see it as an opportunity to focus on what truly makes me happy. I embrace my uniqueness and express myself in ways that feel genuine to me, even if it doesn’t fit the typical mold.

Q: How has your understanding of beauty changed since you first started modelling?

A: My perspective on beauty has evolved significantly since I began modeling in 2002. In those early days, I viewed beauty through the narrow lens of industry trends and standards. Over time, I’ve come to understand that true beauty lies in personality, confidence, and embracing the journey of aging. With innovations like the NIVEA Cellular Epigenetics Rejuvenating Serum, which not only helps reverse 10 signs of ageing on the skin. I’ve learned that caring for your skin is an empowering part of that journey.

Q: Diversity in fashion has been discussed for years, but what was the reality like when you were starting out?

A: Oh gosh! the reality of diversity in fashion was pretty limited. There were definitely conversations happening, but the industry largely stuck to a narrow definition of beauty. It was common to see the same types of models being featured, and opportunities for those who didn’t fit that mold were few and far between. For example, when it came to hair, back then - if you didn’t have extensions or a weave, it was almost impossible to get past casting calls. Thankfully, things have changed and you see models of all races supporting whole range of hairstyles and it's exciting to see more diverse voices and faces being celebrated.

Q: What feels genuinely different about the industry now, compared to then?

A: What stands out in the industry now is the growing emphasis on inclusivity and authenticity. We are now seeing a much broader range of body types, ethnicities, and styles represented. And there is greater acceptance of aging and beauty at every stage of life. It's inspiring to see more models, both men and women, confidently embracing their age, encouraging everyone to appreciate their own unique journey.

Q: Are there any younger models whose work or approach you find interesting?

A: Absolutely! Anok Yai and Uzoma Nkeiruka Lovlin, also known as Uzi, really stand out to me. Both of them are not just beautiful, they’re also using their platforms to challenge norms and promote inclusivity in the industry. It’s exciting to see how they’re shaping the future of fashion.

Q: You’ve recently been painting and working in theatre. What drew you to those new forms of expression?

A: I’ve always had a passion for exploring various creative outlets, and when I moved to Norway (Oslo) where no one knew me as a model or had any preconceived notions about who I should be, it felt like a safe space to really let loose and express myself. I’ve always loved exploring different forms of creativity, painting and theatre felt like natural extensions of that. With painting, I find it incredibly freeing to express emotions and ideas visually, allowing me to connect with people in a different way. Theatre, on the other hand, brings a whole new level of storytelling and collaboration. I love the energy of working with a group to bring a story to life. Both art forms challenge me to think differently and push my boundaries, which is something I really enjoy.

Q: What do these creative mediums give you that modelling didn’t?

A: These creative mediums offer me a depth of expression that modelling sometimes doesn't. In painting and theatre, I can dive into storytelling and explore emotions in a way that feels more personal and fulfilling. While modeling allows for visual expression, these other forms let me connect with my inner self and share narratives that resonate on a deeper level. It’s like having a whole new language to communicate my thoughts and feelings.

Q: Has living in Copenhagen changed the way you create or see yourself as an artist?

A: Absolutely! Living in Copenhagen has profoundly influenced my creative journey. The Danish local art scene and its distinct focus on design have pushed me to expand my artistic horizons. Plus, with no expectations from my modeling background, I feel like I have a blank canvas to fully express myself.

Q: What does success look like to you at this stage in your life?

A: Success for me at this stage is about embracing new opportunities and staying true to myself. Becoming the face of Nivea’s Cellular Epigenetics - is a real dream come true! and it’s a testament to the Nivea brand's values, which shows that beauty and confidence have no expiration date, and I love being part of a movement that celebrates that. Success isn’t just about achievements; it’s about feeling fulfilled and recognised for who you are, and I’m grateful for this journey.

Q: What advice would you give to young models entering industry today?

A: I’d encourage young models to stay authentic and true to themselves. The industry can be overwhelming, but it’s important to remember that your uniqueness is your strength! It’s absolutely crucial to have a solid support network of people who uplift you and never hesitate to stand up for your beliefs. Also, take advantage of every chance to learn and evolve- each experience will contribute to your growth as a model and as a person.

Q: When you think about your body of work, as a model, artist and actress, what kind of legacy do you hope to leave behind?

A: Gosh! First and foremost, I’d be truly honoured if and when - anyone looked back at my work as a model, artist and actress for inspiration! I really hope my journey leaves a legacy of authenticity and creativity, encouraging others to embrace who they really are. Then, I’d want (and hope) that my experiences can contribute to highlighting the beauty of diversity, and to show that passion can spark positive change. Ultimately, I’d love to be remembered for pushing boundaries and motivating others to chase their wildest dreams. Ps. “If your dreams do not scare you, they are not big enough “ ~ Ellen Johnson Sirleaf