Basetsana Kumalo has shared an empowering open letter to retailer Clicks and hair care brand TRESemmé following the backlash it received from airing a ‘racist’ hair advertisement lat week

The businesswoman and former Miss South Africa shared a series of clips on her Instagram, of which she spoke at length about the beauty and significance of natural hair as well as it’s portrayal in the media.

Titled ‘Don’t touch my hair’, Bassie can be heard saying: “As a mother of a beautiful African child, how dare you describe our crowns as dry, brittle and damaged…where does the buck stop?

“Did you expect us to look the other way as you subconsciously feed us absent-minded vitriol about our image as African people? This advert is not only utter rubbish from your brands, but a reflection of ongoing problems in this industry that dares to define what beauty is to any of us”.

Basetsana goes on to explain that “black women’s hair is a political issue”

She continued: “I will not be silent when I see the continued portrayal of white hair as not just the norm, but the standard.

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“Our hair remains important as an expression of individual identity…Our kids do not deserve to ever be subjected to adverts such as yours.

“Raising a daughter who embraces her true self is a deliberate act of service to her as her mother, who is her primary role model….I love my daughter’s hair, as much as I love my own….and for that I call your advert distasteful, disrespectful and disgusting.

“Don’t touch our hair, we are proud of it’s beauty, it’s natural state and it’s glory, we are queens and these are crowns on our heads”

Don’t touch our hair, we are proud of it’s beauty, it’s natural state and it’s glory

Watch the videos in full below…


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. . @clicks_sa #DontTouchOurHair #EnoughIsEnough #BlackIsBeautiful #SikhatheleMaan #Nxxhaaahh

A post shared by Basetsana Kumalo (@basetsanakumalo) on

The media personality is not the only celeb who is celebrating her natural hair following the outcry

Stars like Kayise Ngqula, Gugu Gumede and others have also shared pics of themselves embracing their natural hair..

And even rapper Cassper Nyovest has lent his voice to the debate too…


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Saw this picture on the timelines and I just wanted to say, this is soooo beautiful. Their hair especially!!!

A post shared by Refiloe Phoolo 🇿🇦 (@casspernyovest) on

Read more: “Dear white people” – Somizi & other stars applaud news anchor’s take on Clicks hair saga