Ambiguous? That’s because beauty itself is ambiguous, everyone is beautiful for different reasons and there’s no one formula for what makes a person beautiful.
That perfect ideal of beauty that we’ve been sold for too long is just too narrow for us. We have so many cultures in our beautiful country, so many stories, ideas and ways of being, so many glorious shades, tones and textures, so many expressions … why would we want to dull all that down to one look?
Local retailer Edgars Beauty is one more brand to join the inclusivity and diversity narrative in the industry, saying beauty is exactly who you are. Edgars also shares the sentiment that our flaws are what make us unique.
To Edgars Beauty, beauty products are not there to cover your imperfections, but to enhance and glorify them. Ultimately, it’s your imperfections that make you perfect.
Edgars Chief Executive Mike Elliott says the creative and development team immediately warmed up to the conversations that a campaign like this could ignite.
"For us as a brand, there was absolutely no question about buying into this creative idea. Celebrating imperfections might seem like a risk, but for us the positioning was a perfect fit. It’s true to our brand ethos of inspiring self- expression in all South Africans, and we continue to encourage all South Africans to embrace their uniqueness and enhance who they truly are through our Beauty offering," Mike says.
And at the helm of this welcome campaign, is the first ever Edgars Beauty ‘Beauty Squad’. A group of diverse local culture creators.
Finally, here are beauty icons South African women can really look up to:
Beauty vlogger Mihlali Ndamase
Actress Michelle Mosalakae, who chooses to see albinism as her strength and never as a limitation.
Matte Jacobs who transcends gender roles and routines
Yasmin Furmie, who defies age stereotypes
Ncumisa 'Mimi' Duma who retells the story of African hair one style at a time
Nabilah Kariem Peck who tackles the misconceptions of hijabs and traditional beauty.
Edgars Beauty says ‘NO’ to the normal standard of beauty, they’re fiercely taking back authority in the beauty space, and we’re here for it.
Compiled by: Afika Jadezweni