MBABANE – Gems of Africa has entered into a new partnership with Lush Hair Care Eswatini, with artists Sergy and Stella Jacobs unveiled as the hair brand’s official ambassadors.
The partnership brings together the entertainment and beauty industries, with the two artists set to represent Lush Hair Eswatini at various engagements while showcasing the role of local talent in promoting locally available products.
As part of the agreement, Lush Hair Eswatini will take care of the hair needs of Gems of Africa artists and dancers, covering stage performances, music videos, photo shoots and public appearances.
For Sergy and Stella, the ambassadorial appointments will place them at the forefront of the partnership, linking their work in the entertainment industry with a brand that has established a presence in Eswatini’s hair-products manufacturing sector.
Lush Hair Care Eswatini is a locally based hair-products manufacturing company that produces various hair products, including hair extensions under its Be Beautiful brand. The company has also been linked to expansion of its manufacturing operations at the Ngwenya Industrial Site.
The company has also featured in initiatives promoting locally manufactured products and Eswatini’s creative sector. In January 2026, Lush Hair rolled out a nationwide campaign featuring personalities from the country’s creative, fashion and media industries as part of a broader “Made in Eswatini” message.
Against this background, the partnership with Gems of Africa creates another platform for the brand to connect with the entertainment industry while giving local artists greater visibility.
Gems of Africa management described the collaboration as an important milestone for both brands.
“We are thrilled to partner with Lush Hair Eswatini. Lush Hair represents quality, beauty and confidence, which aligns perfectly with what Gems of Africa stands for,” said management.
The organisation said Sergy and Stella were selected to lead the partnership because they represent the values the collaboration seeks to promote.
“Sergy and Stella are the perfect faces to lead this partnership. This is African beauty at its finest and we are excited for what is to come,” management added.
Through the agreement, Lush Hair will become part of Gems of Africa’s visual presentation, providing hair services for artists and dancers across performances, productions and public appearances.
Gems of Africa also expressed its appreciation to Lush Hair Eswatini for supporting local talent and contributing to the country’s creative industry.
The partnership signals another collaboration between the beauty and entertainment sectors, with Sergy and Stella now set to carry the Lush Hair brand into their various creative engagements.
Discussion about this post