From honouring African hair rituals to championing self-expression through innovative product solutions, Brand Manager for Creme of Nature, Zandi Zinganto reveals how the iconic brand is reclaiming and reframing haircare, not just as beauty, but as heritage.
Glamour : Creme of Nature has long been a trusted brand in the textured hair space. How does your team approach moments like Hair and Heritage Month, where beauty and cultural identity intersect?
Zandi Zinganto: We believe hair is heritage. Our heritage as Black women with textured hair is our power, and our hair is a mind-blowing beauty superpower. Our approach as a global beauty brand is simply to give our heritage and hair the platform to be seen and celebrated. A month like this gives us the opportunity to amplify authentic African creative expression. We find it very important to not only preserve these cultural identities but to propel them forward.
Glamour: How does Creme of Nature honour the legacy of African hair through its products, campaigns and creative direction?
ZZ: As a brand,with 50 years of trusted heritage, Creme of Nature’s reason to exist is to make products for the people who own these rich legacies of African haircare. It is important for them to see themselves in our messaging, our visuals and ultimately our product solutions. We are rooted in our African heritage and backed by science. Historical African hair rituals like Argan oil from the southwest of Morocco being used as a moisturiser and heat protectant were gentle, detoxifying and deeply rooted in tradition. Today these legacies are woven into the DNA of our products, evolving into modern formulations that still deliver the results for textured hair, which anchored our communities. Honouring this legacy, for us, is about consistently reclaiming the haircare ritual as a cultural anchor, a celebration of our roots, our bonds and our shared heritage.
Glamour: How do you help educate about the historical and cultural significance of the styles your products help create?
ZZ: We truly believe that celebrating our roots (both culturally and with our actual hair) as a Black community is a shared value with our audience. Because of that we find it very important to not talk at them and gatekeep the authority on upkeeping textured hair. Instead, we invite consumers to use our products to enable their own self-expression in how they style and wear their hair. Hairstyles with a particular historical significance are an extension of this self-expression, while ultimately being a celebration of their identity. Creme of Nature delivers products that were created for our consumers, understanding the complexity of styling and looking after textured hair. To wear your hair in vertical tight twists and knots that defy gravity, you’ll definitely need some Moisture Whip Twisting Creme and Argan Oil for the hair to cooperate.
Glamour: How does Creme of Nature strive to remain rooted in the culture of Black communities?
ZZ: With such an authentic founding story, it’s quite simple to exist within the authenticity of our identity. Being born in the community, for the community; founded 50 years ago on Chicago’s South Side by a trusted, well-respected Black neighbourhood barber’s family legacy, to meet the unmet needs of textured hair; Creme of Nature has always been rooted in existing to serve and celebrating its Black community
Glamour: What impact do you hope this campaign will have on how women see themselves, especially Black women navigating their identity through hair?
ZZ: We hope the “Rooted in Radiance” campaign leaves our audience inspired to go bigger, bolder and unapologetic about what being creative with textured hair (and using it as a storytelling medium) looks like. Hair is who we are, it’s woven into every bit of our cultural identity — ours is to own that and celebrate it unapologetically.
Glamour: What is your message to South Africans this Heritage Month, particularly around embracing textured hair, cultural expression and self-love?
ZZ: Creme of Nature invites South Africans to celebrate being rooted in radiance with us; the radiance of our heritage and self-expression with our hair. This month is so special to our hearts as we honour hair as heritage, to reflect on where we come from and the textured stories that shape who we are. Our hope is that our message and the “Rooted in Radiance” campaign inspires you to pause, reflect and reconnect with your roots. We hope our products and brand serve as a gentle reminder that our hair is our heritage, our stories are sacred and our roots deserve to be cherished and celebrated with the golden touch of honey and the richness of argan oil to nourish every strand.
About the collaboration
Why Nomzamo? Globally, Creme of Nature has partnered with Keke Palmer as a Chief Brand Officer. As much as we love Keke, we felt that a local personality and face was the right thing to do for this market – our African communities and audience. If we are loud and proud about being a brand whose roots are born from African haircare rituals, then we believed that this global brand needed to come back home, truly honouring the rich legacy that’s woven into its DNA. Nomzamo was an incredibly easy choice; she’s Africa’s sweetheart. More importantly, we believe that she shares the same values as 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. She embodies the essence of “Rooted in Radiance” . She is powerful, graceful and celebrates African authenticity in all expressions of her brand image.
The brand vision Nomzamo’s partnership with us is not just another beauty campaign but an ode to celebrating authentic African beauty, culture and women with textured hair. We at Creme of Nature anchor our purpose in giving our “If we are loud and proud about being a brand whose roots are born from African haircare rituals,then we believed that this global brand now needed to come back home” heritage and our beauty a platform to be seen and celebrated.
The Creme of Nature (CON) Squad
These women are an extension of our message to African communities: that the creativity and self-expression of hair belongs to everyone and can look different for every woman. Where Black women and girls could see themselves in Nomzamo, the CON Squad are another lens through which to see everyday Black beauty. Whether it’s a cute pixie cut with relaxed hair, 3B wet curls or stylish braids – all of them can be celebrated.
It’s time to reclaim and reframe haircare
Hair as heritage should not just be an annual remembrance, but also a cultural anchor. A celebration of our roots, our bonds and our shared heritage. Hair is not just what we wear, it’s what we inherit — what we carry, what we pass down. Inspired by nature, perfected by science: Using 100% organic ingredients, you’d be proud to share Creme of Nature with your family. Our products combine the care of tradition with the performance of modern innovation. For more information, visit cremeofnature.com
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