In the heart of the Kingdom, where the rich pulse of tradition meets the chic energy of modern life, beauty has found a deeper purpose. It’s no longer just about the perfect braid or a flawless curl it’s about the “crowning glory” of community.
On January 14, 2025, the Lush/Be Beautiful ‘Siyavula’ campaign wrapped up with a high-energy media briefing that felt less like a corporate meeting and more like a celebration of the modern Swati woman.
The name ‘Siyavula’, meaning “we are opening” was the theme of the campaign. Launched in December, the campaign was a love letter to the brand’s supporters, designed to kick open the doors of opportunity and ease the “January blues” by taking the sting out of back-to-school expenses.
Beauty with a Soul
We all know Lush and Be Beautiful for their iconic, head-turning styles, from the playful Wendy Wonder to the sophisticated Lushy Locs. But this event proved that these brands are about much more than what’s in the mirror.
Sales and Marketing Officer Mary Yiadom, shared a vision that resonated with everyone in the room: beauty and education are the ultimate power duo. By supporting students from primary school all the way to the lecture halls of university, Lush is ensuring that the next generation of Eswatini’s leaders steps out into the world with both style and substance.
Marketing Expert Celiwe Dlamini added that the brand’s magic comes from the women who wear it. Alongside creative powerhouses like Bello Nkosi, the brand celebrated the “flair” and confidence that a great hairstyle gives a woman, empowering her to present her best self to the world, whether she’s in a boardroom or a classroom.
The Winners’ Circle: Style, Ambition, and E5 000
The highlight of the morning was the reveal of the four grand prize winners, each walking away with E5 000 in cash.
Their stories are as diverse and vibrant as the Lush/Be Beautiful catalogue itself:
- The Academic: Siphosethu Masilela, a 20-year-old Agricultural Economics student at UNESWA, who is now starting her first year with an extra spring in her step.
- The Professional: Tengetile Mabuza Nsibande, who balances a high-stakes career at the High Court with effortless grace.
- The Dreamer: Ziyanda Fakudze, a recent Form 5 grad from Mpaka, who is now ready to take on her next academic adventure.
- The Trailblazer: Nana Odonkor, a marketing pro at Eswatini Mobile, proving that a love for Lush is a lifelong affair.
For these women, the prize was about more than just the money, it was about the joy and relief of knowing their “Back-to-School” needs are handled, allowing them to focus on their dreams.
Proudly Local, Powerfully Global
There’s a certain pride in wearing something made right here at home. Research and Development Manager Sailas Matongo reminded the room that every pack of Lush/Be Beautiful hair is a product of Eswatini. From the local factory floor to the stylist’s chair, these products celebrate local talent and support the local economy. It’s “Buy Eswatini” at its most glamorous.
As the new year kicks into high gear, these winners (and every girl rocking her Lushy Locs) are heading out with their heads held high. Because when we support one another’s beauty and brains, we don’t just shine, we glow.
