The teasers have dropped, the line-up is lit, and the streets are buzzing. On 8 November 2025, the I Am Dark & Lovely Festival lands at 1 Fox Street in Johannesburg, a first-of-its-kind celebration of Black South African beauty, boldness, and groove.
From an iconic music line-up to interactive beauty activations and empowering lifestyle moments, this is more than a festival, it’s a movement. Brand Business Lead for Dark & Lovely, Bongi Manqele offers us an exclusive glimpse into the vision behind the event; what it represents for the culture, and why this festival is the moment we’ve all been waiting for.
Glamour: The I Am Dark & Lovely Festival is generating so much excitement! What was the inspiration behind creating such a dynamic event, and what do you hope to achieve with it?
Bongi Manqele: The inspiration really comes from the brand’s evolution. Dark & Lovely has always been a generational staple in South African homes, but now we’re stepping into a new era; one where we live out the identity of an iconic, cool Mzansi brand. This festival is a physical manifestation of that evolution. We’re not just creating a festival, we’re creating a stage where the bold, stylish energy of young Black South Africans can shine. It’s about celebrating hair, beauty, identity, and being OUTSIDE! A place where confidence reigns, crowns shine, and culture comes alive through groove.
Glamour: This festival reflects the brand’s ethos of confidence and individuality. How is Dark & Lovely redefining beauty for the youth of South Africa today?
Bongi: We’ve moved beyond just products. We’re driving self-worth, cultural pride, and celebration. Dark & Lovely has always stood for empowerment and inclusivity. We celebrate every African hair type and want our consumers to own their beauty unapologetically. Through this festival, we’re saying: “Own your style, embrace your crown, live loud.” It’s about reinforcing the idea that Dark & Lovely isn’t just a beauty brand, it’s a lifestyle, a vibe, a symbol of the freedom to be yourself.
Glamour: With such a massive line-up, from Uncle Waffles to Cassper Nyovest, how did you curate this festival stage, and what energy do these artists bring?
Bongi: The line-up was carefully curated to reflect the essence of the brand: energetic, iconic, and relevant. We’ve got Uncle Waffles bringing her global groove, Nasty C representing Mzansi hip hop on an international level, and Young Stunna setting the stage on fire with amapiano.
Then there’s Mörda, DJ Lag, Kabza De Small, Major League DJz, DJ Zinhle, Kamo Mphela, Zee Nxumalo, all of them bring their own flavour, energy, and star power. The line-up isn’t just stacked, it’s iconic. We also have cultural tastemaker Lelowhatsgood on the decks, adding that curated cool. Together, they bring a vibe that aligns with our celebration of style, confidence, and culture.
Glamour: How does the festival align with the brand’s wider mission of empowerment and embracing one’s crown?
Bongi: This festival is a living extension of our mission. Dark & Lovely is about more than great hair, it’s about confidence and empowerment. With the I Am Dark & Lovely Festival, we’re offering a physical space for people to express who they are, connect with one another, and celebrate their crown in every sense. It’s about transforming our message into a lived experience. We want every attendee to feel seen, celebrated, and proud of their identity.
Glamour: Beyond music, what beauty and culture activations can festival-goers expect?
Bongi: Expect bold, immersive beauty and culture moments throughout the space. From interactive installations to styling zones and creative photo ops, we’re giving people the space to show up and show out. Our sister brands, Maybelline and Garnier, will also be part of the festival experience with their own activations enhancing the beauty lifestyle vibe. It’s all about expression and connection.
Glamour: Why Johannesburg and why 1 Fox Street?
Bongi: Johannesburg is the heartbeat of youth culture; it’s fast-paced, unapologetic, stylish, and rooted in identity. 1 Fox Street offers the perfect blend of raw urban energy and cultural history. Jozi embodies the “cool Mzansi” aesthetic that we’re celebrating with this festival. It’s a city that lives out the very essence of what we want this brand and this event to represent.
Glamour: Dark & Lovely is a household name. How is the brand evolving for a younger, more social media-savvy audience?
Bongi: Dark & Lovely is entering a new chapter where we’re not just a haircare brand, we’re a lifestyle brand. We know our audience wants more than products; they want brands that represent their values, identity, and ambitions. Through experiential events like this, and partnerships with platforms like YFM, we’re building real, meaningful connections. We’re leveraging social media to amplify that “cool Mzansi” voice and celebrate what it means to be young, Black, and proud.
Glamour: What does it mean to you, personally, to provide this platform for African women and men to express themselves?
Bongi: It’s incredibly meaningful. For decades, Dark & Lovely has stood beside Black women and men, celebrating their beauty. This festival is a chance to take that further, to give our people a space to be loud, proud, and unfiltered. t’s not about perfection, it’s about presence, showing up exactly as you are, with your crown held high. That’s the heart of what this festival is about.
Glamour: The partnerships with Shoprite/Checkers, Maybelline, Garnier and YFM really elevate the event. Can you tell us more about that?
Bongi: These partnerships were strategic and community-driven. Through Shoprite and Checkers, we created an accessible ticketing mechanism that rewards loyal consumers; people redeem their tickets through purchasing products, which is exciting and inclusive. YFM brings massive cultural currency to the table, helping us tap directly into youth culture. Maybelline and Garnier complement the experience by reinforcing the beauty lifestyle we’re celebrating. These collaborations amplify our impact, allowing us to deliver a truly unforgettable event.
Glamour: Dark & Lovely has always celebrated diversity. How does this show up in your product development and your commitment to African beauty?
Bongi: Celebrating every African hair type is a non-negotiable for us. Our products are developed through deep research into African hair needs, and we continue to innovate for diverse textures and styles. This commitment extends to everything we do, from empowering women through education, to crafting high-performance products, to creating platforms like this festival where that diversity is visible and celebrated in real-time.
Glamour: For those who can’t make it to the festival, how can they still engage with the I Am Dark & Lovely movement?
Bongi: The festival will be well covered across all our platforms, from Dark & Lovely’s social media to our partners and artists' pages. Expect behind-the-scenes content, style spotlights, live moments and more. We want people everywhere, whether in Jozi or not, to feel part of the movement. The celebration doesn’t end on 8 November; it lives on through the community we’re building.
The Plug: Tickets To attend the I Am Dark & Lovely Festival, redeem your ticket through a qualifying product purchase. Click [here] for details: I Am Dark & Lovely Entry Mechanism.
