NIVEA South Africa has launched the ‘I AM #1’ campaign to empower women to prioritise themselves and embrace their natural skin journeys. Led by a group of inspiring South African women including Zozibini Tunzi, Pearl Modiadie, Kay Yarms, Laura Wolvaardt, and Uncle Waffles, the campaign encourages women to claim their spotlight and live luminous lives.
Thank you for reading this post, don't forget to subscribe!NIVEA empowers women to own their spotlight with the ‘I AM #1’ campaign
South African women have always known how to show up for others, whether at work, at home, in their communities or across cultures. Now, NIVEA is asking a bold new question: What if women chose to show up for themselves first, enabling them to show up for others better.
With the launch of its ‘It’s in the Name – I AM #1’ campaign, NIVEA South Africa shines a spotlight on what it means for women to feel and be number one, not in competition with anyone else, but in full celebration of their own skin journeys, confidence and truth.
At the heart of the campaign is the LUMINOUS630 range of products, powered by Thiamidol, a patented and clinically proven ingredient that visibly reduces dark marks and is 60x times more effective than vitamin C*, helping women reveal their skin’s natural luminosity.
The ‘I AM #1’ campaign is more than just a product story. It’s a movement. And leading this movement is the Luminous Sisterhood, a collective of bold, brilliant South African women who share their unfiltered skincare journeys and life philosophies in a way that feels honest, relatable and real.
From beauty and media to sport, pageantry and music, each sister brings her own story and her own ‘I AM’ declaration:
- Zozibini Tunzi, former Miss Universe and global advocate for authenticity: I AM BOLD.
- Pearl Modiadie, respected broadcaster and working mom: I AM RESILIENT.
- Kay Yarms, unapologetic beauty influencer and self-love advocate: I AM UNAPOLOGETIC.
- Laura Wolvaardt, world-class cricketer breaking boundaries in sport: I AM DETERMINED.
- Lungelihle Zwane, also known as Uncle Waffles, Swazi DJ and record producer: I AM LIMITLESS.
Together, they represent a vibrant cross-section of the women who use LUMINOUS630 every day. They are not striving for perfection but for progress.
