Londie London is not just a well-known face on our screens, she’s steadily carving a space for herself as one of South Africa’s rising beauty moguls. Known to fans as a singer, TV personality, and fashion-forward influencer, Londie is now building a powerful reputation in business, thanks to her growing hair brand and a strategic collaboration with Afrotex.
The Afrotex x Londie London partnership is more than a typical brand deal, it’s a thoughtfully executed business alignment that has already begun reshaping the local hair industry. At the heart of it is the Londie London Braid, a standout product designed for modern women who want both beauty and convenience. At 100 inches, the braid is sleek, soft, tangle-free and hot water-friendly, perfect for versatile styling, from braids to curls. It’s not just hair; it’s a statement piece, and it’s fast becoming one of the most sought-after products in South African beauty aisles.
What makes this collaboration unique is how hands-on Londie has been with the development and promotion of the product. From creative input in design to being the face of the campaign, she’s deeply involved in every layer. Afrotex, established in 1994 and widely known for its innovation and quality fibre hair pieces, brought its expertise and national distribution power to the table, while Londie brought her audience, vision, and authenticity. Together, they’ve created a brand that resonates with women across different backgrounds, styles, and ages.
The partnership has not only put Londie London Braid in major retail stores nationwide, but it’s also been amplified by a series of creative marketing campaigns, including giveaways, styling tutorials and live competitions on social media. Londie and Afrotex have been actively engaging their audiences, inviting fans to share their best braid looks using the Londie Braid, with lucky winners receiving exclusive hampers and recently taking part in the Hair Genie Competition.
This community-driven approach is one of the strongest elements of the collaboration. It’s not just about selling a product, it’s about celebrating Black beauty, encouraging hair confidence, and giving everyday women the tools to feel powerful in their personal style. The brand frequently posts how-to videos, user-generated content, and professional hair inspiration to show the versatility of the Londie Braid, and how it can elevate any look.
As Londie herself puts it, this is only the beginning. With more products in the pipeline, she’s building more than a business, she’s crafting a legacy. The Afrotex collaboration is just one chapter in her entrepreneurial journey, but it’s a major turning point that highlights her sharp business instincts and her ability to connect with the culture.
The two powerhouses, Londie London and Afrotex, proudly returned with the 2nd Annual Londie London Hair Genie Competition.
This year’s competition was bigger, bolder, and even more meaningful, as we proudly hosted our 2nd annual event. With double the prize value from last year, this competition continues to raise the bar while staying true to its purpose:
Purpose
To create opportunity for hairstylists across South Africa by giving them a national platform to showcase their talent, gain well-deserved recognition, and receive funding that helps turn their dreams into reality.
Key Highlights
Double the prize value, reinforcing Afrotex’s and Londie London’s dedication to empowering hairstylists.
Jaw-dropping braid designs that reflected skill, innovation, and African pride.
A dynamic atmosphere fueled by our energetic MC, stunning decor, mouth-watering catering, and incredible videographers who captured every magical moment.
Notable Moments
The announcement of our winners — a truly emotional and inspiring highlight:
1st place: Bernice Momina
2nd place: Zwivhuya Tshifularo
3rd place: Magcino Nzima
4th place: Refiloe Maleka
5th place: Phumla Ngomane
