In a move that has the beauty industry buzzing, haircare giant Dark and Lovely has proudly announced Wendy Gumede as the new face and voice of their Relaxed Hair Care Range. The announcement was made at an intimate event held at Mea Culpa in Kew Sandton, where friends, friends of the brand, and members of the media gathered to celebrate the exciting new partnership.
Dark and Lovely is committed to putting the consumer at the heart of its innovations. The brand understands the importance of listening to consumers' needs and desires to provide them with the best products and hair solutions. The Head of African Beauty Brands, Roma Ramkhelawan, notes “we knew we couldn’t 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. Wendy Gumede embodies these qualities and over-and-above that, she is sincere, empowering, brimming with talent and is 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.” It is for these reasons that Dark and Lovely is excited about the future of hair care and driving pivotal education around the relaxed hair maintenance, using the Dark and Lovely relaxed hair maintenance range.
Actor, script writer and content creator, Wendy Gumede, credits her upbringing for helping develop her strong voice and goal-driven personality. “I started writing when I was 12 years old. Making up worlds, people and names and coming up with fictional, dramatic situations and getting my friends to act these out at church and on community stages in Empangeni.” She went on to hone these skills by studying Film and Drama at the University of Cape Town (UCT) where Gumede cultivated her passion for storytelling and self-expression that easily communicated and resonated with audiences from different backgrounds.
Dark and Lovely and Wendy Gumede look forward to building onto the legacy of the brand; shaping and developing a new narrative around relaxed haircare through immersive and exciting activities, because ‘every hair story deserves a happy ending’.
The Dark and Lovely Purple Range comprises of hair care products that have been formulated by African scientists to cater for relaxed hair consumers across Africa and beyond.
