Media personality and actress Wendy Gumede is the new face and voice of the popular relaxed haircare range, Dark and Lovely.
The announcement of Gumede’s new partnership was made at an intimate event held at Mea Culpa in Kew, a suburb in Johannesburg.
Her friends, brand friends, and members of the media all attended the event.
Embodiment of self-discovery
The head of African Beauty Brands, Roma Ramkhelawan, told the gathering that, as a brand, they knew that they could not “do the job of educating our consumers alone”.
“We needed a partner with a strong voice. Someone who was aspirational yet approachable, inspirational but whose actions spoke volumes,” said Ramkhelawan.
“Wendy Gumede embodies these qualities and over and above that, she is sincere, empowering, brimming with talent and unafraid to fearlessly express her thoughts.
“The true embodiment of what our legacy brand, Dark and Lovely, sees as the future of self-discovery, self-love and self-expression.”
Ramkhelawan explained further: “It is for these reasons that Dark and Lovely is excited about the future of haircare and driving pivotal education around relaxed hair maintenance using the Dark and Lovely relaxed hair maintenance range.”
Gumede credited her upbringing for helping develop her strong voice and goal-driven personality.
Passion for storytelling
She went on to hone these skills by studying film and drama at the University of Cape Town, where she cultivated her passion for storytelling and self-expression that easily communicated and resonated with audiences from different backgrounds.
“I started writing when I was 12 years old,” explained Gumede.
“Making up worlds, people and names, coming up with fictional, dramatic situations, and getting my friends to act these out at church and on community stages in Empangeni.”
In March, Zozibini Tunzi was also revealed as the new Dark and Lovely ambassador for the revolutionary product.
Also Read: Zozibini Tunzi explores beauty through different hairstyles
