Boity is going natural with Halo Heritage
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DURBAN - BOITUMELO, widely known as “Boity” Thulo, has recently expanded her partnership with Halo Heritage, for a new range of African hair products.
“When Halo Heritage approached me about the collaboration, it was naturally an easy yes because what they stand for aligns with my brand,” said Thulo.
Thulo’s reputation precedes her and her ability to stay true to herself, among many other reasons, convinced the Halo Heritage brand to make a move and explore more business opportunities with her.
“We felt that Thulo represented many of the Halo Heritage brand values with all the different opportunities and successes she has achieved in her career. She remained true to herself, and firmly rooted in her family values and where she grew up. She is a multi-faceted woman with many talents who embraces new challenges without fear, stands proud, always brings her best, is hard working and not afraid to speak her truth,” said Inge Peacock, Halo Heritage’s chief executive officer.
“I just wanted to sell hair products that would be easy to use and cut the long hair routine short while still making sure that the hair is nourished,” said Thulo.
The collaboration came just in time where the demand for natural hair products has been going up. More and more African women want hair products that will cater for their hair type while subsequently providing all the hair nutrition that is needed.
“The natural hair-care space in this country is growing exponentially.The young black consumer does not want to use chemicals on their hair. They are searching for information as well as products that are going to be beneficial so that they can have wonderful, healthy, natural hair which is not straightened or chemically processed,” said Peacock.
Thulo said that she was more than happy to be part of a business that would create jobs in South Africa, especially during this time, where the country was still experiencing devastating effects of the Covid-19 pandemic.
Furthermore, the Boity Haircare Collection catered specifically for two types of hair, that is, three and four.
“The hair-care collection has been specifically created for women with curly and coily natural hair types specifically type three and four. Black as well as coloured women would benefit most from this hair-care collection as it has been created with them and their hair in mind.”
However, Thulo’s partnership with Halo Heritage was not the first. She also partnered with the brand for a perfume, Boity Pink Sapphire, that was launched in September last year.
“Halo Heritage’s Boity Pink Sapphire Eau de Parfum has been incredibly well received and has been captioned by the public as a ‘Ode to Powerful Modern African Queens’. With various sizes now available for sale and the partnership with Clicks SA, making the fragrance more accessible, this product continues to gain market share.”
Halo Heritage is a beauty company that was established in October last year. It sells natural hair care products and fragrances targeted at modern African women.
“We felt that we wanted to support and celebrate the journey of black women with their hair, opening up the larger conversations about pride, beauty, confidence and acceptance. Our greatest mission is to encourage young girls to proudly wear their natural crowns with confidence,” said Peacock.
Boity Haircare Collection will be launched in the third week of July in 110 Clicks stores nationwide.
Meanwhile, Thulo was recently celebrating another milestone in her career. She is the most followed South African artist on Instagram with 5 million followers..
“It’s exciting and an honour. I am so grateful to my followers. It shows that people are still interested in what I do,” said Boity.
Thulo said she is still working on her reality show’s second season, Own Your Throne and people should be on the lookout for it towards the end of the year or early 2022.