Creme of Nature South Africa Brand Manager Interview: Zandi Zinganto

From the South Side of Chicago to the vibrant streets of Johannesburg, Creme of Nature is redefining what it means to be a legacy brand in modern South Africa. We sat down with Brand Manager Zandi Zinganto to discuss the Rooted in Radiance movement, the undeniable impact of Nomzamo Mbatha, and how the brand is celebrating the creative expression of South African hair.

Q: Creme of Nature has been a globally trusted name in textured haircare for decades. How do you see the brand’s legacy evolving within today’s natural hair movement in South Africa?

A: As a brand, with 50 years of trusted heritage, it’s always important for us to anchor ourselves in our reason to exist – which is to make products for people of colour with textured hair; the people who own the rich legacies of African haircare. This anchoring allows us to remember that ‘returning home’ (to the source and the core) is what marks true evolution for this global brand. So, for me the brand’s legacy in South Africa is about reclaiming the African haircare ritual and making sure that the creativity of South African women with their hair is celebrated and represented.

Q: What are some of the key milestones Creme of Nature has achieved since its introduction to the South African market?

A: Incredible share of voice has been a notable achievement, coming out of our Rooted in Radiance launch campaign with Nomzamo Mbatha – it was a big goal of ours to have the brand and its message to spark the right conversations around textured hair, its upkeep, clean-conscious haircare for black women and the styling creativity of this market. All of which continue to add rich texture to our purpose as a brand in South Africa. From a business perspective, we’ve made impressive gains in our share of the ethnic hair category, whilst accelerating our distribution that’s helped us be more available, findable and accessible to our textured hair girls.

Q: In a beauty landscape that’s become increasingly inclusive, how does the brand intend to stay authentic and relevant to South African consumers?

A: We believe Hair is Heritage and its Identity for people of colour. Our heritage and unique identity as South African women with textured hair is our authenticity. Staying authentic and relevant for us then means giving our heritage and South African creative expression with textured hair the platform to be seen and celebrated. It is important for our consumers to see themselves in our messaging, our visuals and ultimately our product solutions – we can only achieve this as a brand if we’re anchoring ourselves in the identities and creativity of those, we make our products for.

Q: What insights or trends currently shape Creme of Nature’s positioning in the South African haircare industry?

A: Our positioning is “holistic haircare, nourishing and hydrating textured with products with 100% natural ingredients” – we approach haircare as a necessary ritual to well-being; it’s not just about the end product of styled hair but rather about starting with the scalp, the root of good and healthy hair. So, with trends like greater focus on scalp care, treatments and aftercare for styling, our products and suggested regime are trusted partners for root-to-tip healthy hair.

Q: What deﬁnes authenticity for a brand like Creme of Nature?

A: Just being true to our purpose (why we exist) is how we remain authentic. With a 50-year history of being born in the community, for the community - on Chicago’s South Side by a trusted, well-respected black neighborhood barber – to meet the unmet needs of people of colour with textured hair, Creme of Nature has always been rooted in existing to serve and celebrating its black community.

Q: Who would you describe as the archetype of Creme of Nature’s target audience? What deﬁnes the modern Creme of Nature woman?

A: The Creme of Nature woman is every woman, she’s the girl with textured hair in all its different curl types and all the ways it chooses to show up in its unique creative expression, be it locks and braids, a relaxed pixie or a silk press, a volumous afro or a sew in. In all of these identities and creativity with her hair, she’s an arrived and yet sometimes aspiring woman who values healthy, nourished hair and simplified haircare routines supported by products that perform.

Q: Creme of Nature brand ambassador launch was inspiring. Please walk us through what made it such a deﬁning moment for the brand.

A: Quite paradoxically, the launch of Creme of Nature brand into the South African market was a ‘returning’ milestone in the brand’s evolution – a Global brand rooted in African haircare rituals, now coming back home. I think this milestone has been definitive on its own for the brand’s story and purpose. Marking this defining moment with our partnership with Nomzamo, who embodies the essence of our Rooted in Radiance message, strengthened our voice in celebrating authentic African beauty, culture, and textured hair women.

Q: What inspired the brand’s decision to choose Nomzamo Mbatha as the South African Creme of Nature Ambassador?

A: In keeping ourselves honest to our South African audience being seen and represented in not only our messaging but in the DNA of the Creme of Nature brand, partnering with a local personality and face was the right thing to do. Nomzamo was the perfect choice – Africa’s sweetheart. More importantly, we believed that she shared the same values with us when it comes to redefining beauty standards and inspiring countless women to love and celebrate their authentic selves. As a brand wanting to drive its relevance meaningfully, Nomzamo presents the right voice to achieve that authentically.

Q: What inspired the formation of the Creme of Nature Squad and what role does it play in the brand’s storytelling?

A: The CON Squad is another extension of our message to our African textured hair audience – that the creativity and self-expression of hair belong to all the different women who fall from the cultural identities that are indigenous in our country and continent. Where South African women could see themselves in Nomzamo, the CON squad are another lens to see every day Black Beauty through, adding richer layers to the different stories we tell as a brand.

Q: South African women have a deeply personal relationship with their hair. How does Creme of Nature honour that emotional and cultural connection?

A: We make it an important point to not talk AT women but rather WITH them, hair is not just hair for women with textured hair, it’s creativity boldly on display, it is heritage and it is identity of ethnicity, class and lineage. Understanding this allows us to journey with South African women authentically to what holistic haircare looks like for them because it’s not cut and paste by virtue of the complexity of textures, colours, patterns and challenges. We find the sweet spot of emotional and cultural connection to be where our consumers feel seen and celebrated in all touch points of our brand.

Q: Consumers today are increasingly conscious of ingredient integrity and environmental impact. How is Creme of Nature responding to this shift?

A: We are rooted in the heritage of African natural ingredients and hair rituals, like Argan oil from the southwest of Morocco being used as a moisturizer and heat protectant. These ingredients were gentle on textured hair, detoxifying, and deeply nourishing to the common dryness of ethnic hair. Today these legacies are woven into the DNA of our products, evolving into modern formulations that still deliver the results and care for textured hair, which anchored our communities. A legacy continued and honoured. Our formulations hold the integrity of ‘clean’ and ‘conscious’ haircare – and that’s why we’re loud and proud about ingredient claims like: 100% Argan Organic Oil from Morrocco, Pure Honey, Shea Butter, Zero Sulphates, no Silicones, Zero Petrolatum and no Mineral Oils. Creme of Nature delivers on cleaner haircare solutions. Our products are gentle on the scalp and hair microbiome but deeply cleanse and treat the hair.

Q: A very tough question! If you had to pick your absolute favourite product in the Creme of Nature catalogue, which product would it be, and why?

A: It would have to be the Argan Oil Intensive Conditioning Treatment; she’s the girl she thinks she is! Like most black women I love to have fun with my hair, constantly trying different styles, lengths and textures, which means I need to constantly restore nutrients and strength to my hair – this product almost instantly delivers on that. Less breakage when detangling, shine, moisture and vibrant colour are just a few of the jobs it does for me, from just one bottle!

Q: What does Creme of Nature have in store for us in 2026?

A: 2026 is all about inspiring even more boldness and being unapologetic about what being creative with textured hair look like. We’re telling richer stories through our hair and with our audience. Ours is to continue propelling forward these stories, the creativity and the cultural identities of the women we make our products for. From a brand growth perspective our audience can look forward to seeing a refreshed and exciting new creative campaign led by Nomzamo Mbatha, as well as a few strategic partnerships that we’re excited to leverage as platforms for us to build even deeper emotional connections with our consumers.