It’s only one minute long – but it’s a powerful reminder that who we are, is beautiful. That we are already perfect
From the hearts of South Africans who would normally be marginalised for their ‘flaws’, from those who don’t really look like the people we normally see on TV, from those who have been made to feel like they’re not good enough, we hear affirming truths about embracing our imperfections, about being fearless in our own skins, and that we are actually beautiful just as we are.
This moving, fiercely authentic piece is part of the new Edgars Beauty I’mPerfection campaign
A new rally cry from the brand that shows up differently, it deconstructs perfection, challenges impossible beauty standards, and transforms archaic notions of imperfection into the empowering new self-validation of ‘I’mPerfection’.
This film is a first for Edgars: an inclusive group of unconventional, diverse, and very real beauty icons with whom we can truly connect
Beauty Squad members include South African beauty icon Mihlali Ndamase, actress Michelle Mosalakae, who chooses to see albinism as her strength and never as a limitation, 5fm radio personality Smash Afrika, who is known for his adventurous grooming and hair techniques, Matte Jacobs who transcends gender roles and routines, Yasmin Furmie, who defies age stereotypes, Lexa Cleo, who wears her true colours for the world to see, Ncumisa ‘Mimi’ Duma who retells the story of African hair one style at a time, and Nabilah Kariem Peck who tackles the misconceptions of hijabs and traditional beauty.
From hair and make-up to skincare, fragrances, and grooming, this is a journey with real South Africans who redefine the definition of beauty and encourage us all to take on a whole new ownership of the word… in our own unique way.
We don’t have to cover up the features that society told us were flaws. Now we can learn how to accentuate and celebrate our distinctiveness – as much or as little as we want
Edgars Beauty says ‘NO’ to the normal standard of beauty, they’re fiercely taking back authority in the beauty space, and we’re so here for it. You are already perfection. And now Edgars Beauty is all out to enhance it.