Boity. Image supplied by Republic PR
- W24 caught up with entrepreneur and rapper Boity Thulo to chat about her new wig range, Be You.
- In 2020, she launched Boity Hair Products specifically for natural black hair. Now, she has launched a wig range with FrontRow Hair.
- She says beauty is an internal job and something that happens inside before we can take care of the wigs and the make-up and the looks and the body.
Conversations about beauty are arguably more amplified than ever before. We have seen how European luxury brands such as Louis Vuitton, Chanel and Valentino are changing the norm by being bold enough to put African models in their natural hair on the ramp or in catalogues.
Beauty companies are also being reprimanded for products on shelves that aren’t all-inclusive.
Not that these changes deserve a standing ovation yet, but it is worth noting that what was previously perceived as the face of beauty is being dismantled, as it should be.
And more excitingly, big brands are being held accountable for what has been purported all these years.
READ MORE | 5 minutes with Boity Thulo: Rapper, TV personality puts her Signature on a new premium fruit drink
However, as society evolves, shifts and changes, surely there should not be an inherent need to create yet another stereotype about what beauty is if we are serious about what representation and inclusion really mean.
This probably deserves a podcast and a panel discussion, but for now, W24 caught up with entrepreneur and rapper Boity Thulo to chat about her new wig range, Be You and her thoughts on beauty standards.
“You don’t have to follow any beauty standards. I have dabbled in the hair space. I was rooting for natural hair and showing people how to take care of it,” she says.
“But I didn’t want to shy away from the fact that I wear wigs a lot and also highlight the fact that women should not be placed in a corner where [they are made to believe that] the only way to be beautiful is if you wear your hair in a certain way.”
In 2020, she launched Boity Hair Products specifically for natural black hair. Now, she has launched a wig range with FrontRow Hair, a company which is known for its hair extensions.
News of Be You was met with some criticism from some people on social media, asking how she can possibly be advocating for beauty when there are wigs involved. But the businesswoman finds the peculiar critique as she believes choice is part of what beauty means.
READ MORE | A younger Boity wished for Heiress and now she sits on her own throne with her new Pink Sapphire EDP
Speaking of beauty she says, “It is such a cliche, but [beauty] is a massive internal job.
“You know when you meet someone who externally looks good but has a horrible attitude? Their aura changes, and their image and how you see them changes too.
“I think beauty is an internal job and something that happens inside before we can take care of the wigs and the make-up and the looks and the body. For me, if beauty does not exist internally, it does not exist at all. ”
Boity is a shareholder in MVP, FrontRow’s holding company and launching this range made sense as she has business ties to these companies.
FrontRow Hair CEO Nompakamiso Hude says with the global hair wigs and extensions market is valued at US$5.8 billion as of 2021 and expected to reach a massive US$13.3 billion by 2026. According to her, it’s never been more important for brands to offer consumers a point of difference. “We’ve launched Be You for this exact reason,” she says.
As it is known, Boity has ventured into many businesses over the years – acting, rapping, beauty and hair – she has not been afraid to dip her hands in different streams.
“I wear many hats, well in this case, many wigs,” she jokes.
Her wig range is inspired by three looks, each representing a facet of her personality.
Boss Bae: This wig works in her entrepreneurial space. It is a wig she says can be worn every day.
queen: This is a more relaxed look for when she is home where she feels most rooted but still wants to look cute while making appearances on Zoom meetings.
The Showstopper: This wig represents the fierce Boity who wants to shine and turn heads wherever she goes.
READ MORE | Boity, Nandi Madida and Ama Qamata among list of stars celebrated as Apple Music’s Visionary Women
“This line reiterates that women should be able to make their own choices about who they want to be, how they want to be and how to look when doing it,” she says.
“This industry (the entertainment industry) is rooted in seeking validation from everywhere for everything. People want to change you to be perfect in accordance to society and industry [standards]. It’s very easy to get lost because you always try to tap into what works for everyone else so you can be seen,” she says.
I have done a fairly good job of remaining authentic to myself, what I stand for and am rooted in
The constant and most important question she asks herself whenever she ventures into anything is: Are you doing it because you want to?
“I’ve navigated from seeking validation from the heavens and the hells of this industry to major self-doubt that could have stopped me from moving further in my career,” Boity says.
“I have moved from that to being authentic and genuine, and unapologetic. It takes a long time because this industry is ruthless.”
Be You by Boity will be available at Frontrow from 30 July 2022.
Additional information and images: Republic PR