The upcoming “I Am Dark And Lovely” Festival, set to take place on 8 November 2025 at 1 Fox Street, Johannesburg, marks a new cultural initiative by Dark And Lovely to connect South African youth through beauty, self-expression, and music.
Designed as both a lifestyle and cultural experience, the festival aims to reflect the confidence and creativity that define young black South Africans today. It extends beyond traditional beauty marketing by merging live music, fashion, and interactive brand experiences into a single day of community celebration.
Full Event Details
Date: Saturday, 8 November 2025
Venue: 1 Fox Street, Johannesburg, South Africa
Tickets: Available via I Am Dark And Lovely entry mechanism portal
Musical Experience
The inaugural edition features a multi-genre lineup including Uncle Waffles, Nasty C, Young Stunna, Cassper Nyovest, Kabza De Small, Major League DJz, DJ Zinhle, Mörda, and DJ Lag, with Lelowhatsgood curating select sets to highlight the intersections of culture and sound. The mix of Amapiano, Hip Hop, House, and Gqom performers represents the diversity of South Africa’s contemporary music scene, while also aligning with Dark And Lovely’s positioning around confidence and individuality.
A Cultural Lens
The “I Am Dark And Lovely” Festival arrives at a time when many global and local brands are turning to experiential events to engage more authentically with audiences. What differentiates this initiative is its focus on cultural identity and representation, reinforcing the visibility of African beauty standards and self-expression in public spaces. According to Bongi Manqele, Brand Business Lead for Dark And Lovely, the event reflects the brand’s effort to evolve beyond its legacy as a household name in hair care into a lifestyle platform that resonates with a new generation of consumers.
“Dark And Lovely stands for confidence and empowerment. We celebrate every African hair type and want our consumers to proudly embrace their beauty,” Manqele notes.“With the I Am Dark And Lovely Festival, we’re giving our people a place to express, connect, and celebrate their crown.”
Industry Context
Since its establishment in 1972, Dark And Lovely has built a strong presence in African beauty culture through decades of consumer research and partnerships with local salons. The brand’s move into live cultural events signals a shift toward experience-driven engagement, a model increasingly adopted by global beauty and lifestyle brands seeking to connect with audiences in more immersive ways.
What Stands Out
In addition to performances, the event will include interactive activations hosted by Garnier, Maybelline, and House of BNG, offering attendees opportunities to engage with the brands through demonstrations, sampling, and creative installations.
The setup is designed to merge beauty and lifestyle experiences, from touch-up stations and photo booths to product testing areas focused on skin, hair, and self-care. These activations form part of a broader experiential marketing strategy that places the consumer at the centre of the brand narrative.
Festival Survival Guide
Do’s:
- Do pull up early! You don’t want to miss out on any of the fun.
- Do wear your comfiest kicks – you’ll be on your feet exploring all the awesomeness.
- Do make sure your phone is charged and ready to capture every single, share-worthy moment.
- Do stay hydrated, especially while you’re chilling with your House of BNG can.
- Do hit up every single brand stand, each one’s got something special for you!
Don’ts:
- Don’t be a stranger! Our brand reps are there to chat, answer questions and make sure you have the best time.
- Don’t forget to express yourself! This festival is all about celebrating you.
- Don’t leave your positive energy at home – bring all the good vibes!
- Don’t litter – let’s keep our festival space beautiful for everyone.
Overall Event Experience
Follow @darkandlovelyafrica for the latest updates.
Featured Image(s): Supplied
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