Boity on beauty and her line of wigs: ‘I wear a lot of hats, well in this case, a lot of wigs’
Box. Image provided by Republic PR
- W24 caught up with entrepreneur and rapper Boity Thulo to discuss her new line of wigs, Be You.
- In 2020, she launched Boity Hair Products specifically for natural black hair. Now she has launched a line of wigs with FrontRow Hair.
- She says beauty is an inside job and something that happens on the inside before we can deal with wigs, makeup, appearance and body.
Conversations about beauty are arguably more amplified than ever. We’ve 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 catalogs.
Beauty companies are also being chastised for products on shelves that aren’t all-inclusive.
Not that these changes deserve a standing ovation yet, but it’s worth noting that what was once seen as the face of beauty is being dismantled, as it should be.
And more excitingly, the big brands are being held accountable for what has been claimed all these years.
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However, as society evolves, shifts and changes, there certainly shouldn’t be an inherent need to create another stereotype of what beauty is if we’re serious about what representation and inclusion really means. .
It probably deserves a podcast and a panel discussion, but for now, W24 has caught up with entrepreneur and rapper Boity Thulo to discuss her new line of wigs, Be You, and her thoughts on beauty standards.
“You don’t have to follow beauty standards. I dabbled in the hair space. I was researching natural hair and showing people how to take care of it,” she says.
“But I didn’t want to be scared of the fact that I wear a lot of wigs and also point out that women shouldn’t be put in a corner where [they are made to believe that] the only way to be beautiful is to wear your hair a certain way.”
In 2020, she launched Boity Hair Products specifically for natural black hair. Now she has launched a line of wigs with FrontRow Hair, a company known for its hair extensions.
The Be You short story has been slammed by some people on social media, asking how she can possibly stand up for beauty when wigs are involved. But the businesswoman finds the criticism peculiar because she believes choice is part of what beauty means.
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Speaking of beauty, she says, “It’s so cliché, but [beauty] is a huge internal work.
“You know when you meet someone who looks good but has an awful attitude? Their aura changes, and their image and the way you see them changes too.
“I think beauty is an internal job and something that happens on the inside before you can deal with wigs and makeup and appearance and body. For me, if beauty is n doesn’t exist internally, it doesn’t exist at all.”
Boity is a shareholder in MVP, the holding company of FrontRow and the launch of this range made sense as it has commercial ties with these companies.
FrontRow Hair CEO Nompakamiso Hude says with the global wigs and hair extensions market is valued at US$5.8 billion in 2021 and is expected to reach US$13.3 billion by 2026. According to her, it has never been more important for brands to offer consumers a point of difference. . “We started Be You for this exact reason,” she says.
As we know, Boity has ventured into many different businesses over the years – comedy, rap, beauty and hairdressing – she hasn’t been afraid to dip her hands in different streams.
“I wear a lot of hats, well in this case, a lot of wigs,” she jokes.
Her range of wigs is inspired by three looks, each representing a facet of her personality.
Boss Bae: This wig works in her entrepreneurial space. It’s a wig she says she can wear every day.
The Queen:This is a more laid back look for when she’s at home where she feels most grounded 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.
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“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 what they look like when they do,” she says.
“This industry (the entertainment industry) is rooted in seeking validation from everywhere for everything. People want to change you to be perfect according to society and industry. [standards]. It’s very easy to get lost because you’re always trying to tap into what works for everyone in order to be seen,” she says.
I’ve done a pretty good job of staying authentic to myself, what I stand for and what I’m rooted in
The constant and most important question she asks herself whenever she ventures into something is: are you doing it because you want to?
“I went from seeking validation from the heavens and hells of this industry to having major doubt that could have held me back in my career,” Boity said.
“I went 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 on Frontrow from July 30, 2022.
Additional information and images: Republic PR