One of the country's biggest celebrity's, Boity Thulo, is excited to launch BE YOU, together with hair extension company Frontrow. Inspired by the many expectations placed on women today, Boity could identify with what the BE YOU range hopes to achieve. "We have to be strong; we have to be independent, we are moms, wives, we have to look made-up, but not too made-up, and all we really should be is whoever we want to be," explains Thulo.
With the global hair wigs and extensions market valued at USD 5.8 billion as of 2021 and expected to reach a massive USD 13.3 billion by 2026, it's never been more important, for brands to offer consumers a point of difference. "We've launched BE YOU for this exact reason," says Nompakamiso Hude, CEO of Frontrow.
Buying extensions and wigs online has historically been a challenge for consumers. "Despite market growth we've found consumers are still hesitant, and sceptical. Navigating through different websites, prices, quality, inaccurate information, and reviews that don't match the product has left consumers despondent. Frontrow exists to provide convenience, quality, and trust to consumers," Hude adds.
"Our mantra 'you do you,' drives home the message of not subscribing to one standard of beauty. Instead, BE YOU will provide consumers with the tools to be whoever they want to be, and what beauty means to them," she explains.
The BE YOU range consists of three looks, each representing a different facet of Thulo's personality:
- Boss Bae. Fierce, in-charge, energetic. By running multiple companies, Thulo is a force to be reckoned with in the boardroom.
- The Queen. Be it relaxing at home in front of the television, spending time with friends or cooking a dinner for two, she makes her own bliss.
- Show stopper. She loves to turn heads wherever she goes.
"As a shareholder in MVP, the Frontrow holding company, I have been intrinsically involved in the development of the new offering and as such the alignment of BE YOU by Boity and the distribution thereof," says Thulo.
"We're hopeful our collaboration with Boity will put Frontrow at the forefront of the extensions and wigs market by showcasing the variety of hair options we have, the quality of our hair and the excellent service we bring with a no hassle return and refund policy," concludes Hude.
