L’Oréal Paris South Africa has announced Nomzamo Mbatha as Brand Advocate.

The actor and model will front campaigns for L’Oréal Elvive’s new Extraordinary Oil Curl Nourishment range.

The brand made the announcement at a high-profile launch event and via its Twitter account last week, accompanied by the hashtag #CurlPride, as did Nomzamo Mbatha, who posted on her Instagram account ‘You never go natural, you return to it’.

The move is the latest in a series of high-profile launches aimed at those with natural Afro hair – rival Pantene recently made a splash with its Gold range in the US, which is aimed at those with natural or transitioning hair.