In a powerful stride for beauty and representation, acclaimed actress and humanitarian Nomzamo Mbatha has been unveiled as the inaugural South African ambassador for Creme of Nature. With a rich legacy spanning over 65 years, the iconic American-born haircare brand has officially made its South African debut, introducing its vibrant new campaign: Rooted in Radiance.
Nomzamo Mbatha Joins In Celebration of Natural Beauty
Rooted in Radiance is more than a campaign — it’s a celebration of culture and identity. It honours hair as a powerful expression of heritage, beauty, and self-assurance. With the empowering message, “Your Roots, Your Radiance”, the campaign inspires women to take pride in their natural textures and wear them boldly.
At the centre of this milestone stands Nomzamo Mbatha, whose role as brand ambassador brings a powerful blend of elegance, intention, and genuine connection. “Nomzamo truly reflects what Rooted in Radiance stands for,” says Zandi Zinganto, Brand Manager for Creme of Nature South Africa. “Her strength, elegance, and pride in African heritage make her an ideal match for the brand.”
“It’s a profound honour to be the first African ambassador for Creme of Nature,” shares Nomzamo. “This partnership goes beyond personal achievement — it’s a tribute to African culture and identity. Creme of Nature truly sees and values the beauty in our diverse hair textures, encouraging women like me to embrace and express our natural beauty with pride. For a brand to matter, it must reflect the lived experiences of real women. This collaboration is about celebrating our individuality, strength, and heritage — and together, we have the power to reshape beauty narratives and uplift women to love themselves, unapologetically.”
Creme of Nature’s launch in South Africa signals a significant leap forward for textured haircare in the region. Long celebrated in African American communities, the brand is now accessible to local consumers through Clicks, Dis-Chem, Takealot, and Amazon, with Checkers joining the list from July 2025. Renowned for its award-winning Argan Oil and Pure Honey ranges, Creme of Nature delivers comprehensive care tailored to curly, coily, and kinky hair types.
The Rooted in Radiance campaign honors the true essence of South African women, boldly showcasing self-love and the vibrant creativity that comes from within. It calls on all women with textured hair to embrace and celebrate the deep heritage embedded within every root.
