Skincare brand Afriderm has launched a new national campaign titled Celebrate Ubuhle Bendalo Yakho, aimed at promoting natural beauty, self expression and confidence rooted in African identity.
The campaign brings together a group of prominent South African creatives, including singer and songwriter Zoë Modiga, actress and model Avumile Qongqo, and the photographic collective Woza Sisi.
Afriderm said the initiative seeks to encourage women to embrace their natural skin tones and individuality, particularly those with melanin rich skin, while challenging conventional beauty standards shaped by trends and external expectations.
The campaign centres on storytelling, with each collaborator sharing personal narratives around self love, beauty and identity. According to the brand, the project is designed to move beyond traditional skincare marketing by fostering a broader cultural conversation about African beauty and self acceptance.
Modiga, known for her award winning musical projects Yellow: The Novel and Inganekwane, as well as her upcoming work The Vault, represents themes of creativity and confidence within the campaign. Qongqo, who recently appeared in the Oscar nominated short film The Last Ranger, contributes a contemporary perspective on beauty shaped by culture and personal style.
Woza Sisi, a collective comprising Fulufhelo Mobadi, Dahlia Maubane and Tsholofelo Kodisang, adds a community focused dimension. The group is known for its work in promoting lens based artists and facilitating dialogue among women, with exhibitions held both locally and internationally.
Afriderm said the campaign will roll out over the coming months across its digital platforms, social media channels and influencer partnerships. Content will include personal reflections, visual storytelling and community engagement initiatives aimed at encouraging women across South Africa to share their own interpretations of “Ubuhle Bendalo Yakho,” which translates to “the beauty of your natural self.”
The company said the campaign underscores its commitment to celebrating diversity and positioning beauty as something defined by heritage, individuality and everyday self-care practices.