The highly anticipated second edition of the GQ Grooming Masterclass brought together industry leaders, trendsetters and grooming enthusiasts for a memorable experience dedicated to redefining male grooming sophistication across the country.
Thapelo Mokoena, actor, media personality, and visionary founder of Bakoena Brands, elevated the men’s grooming experience with a compelling 45-minute keynote titled “Championing Grooming in Africa,” in partnership with Stella Artois. In his address, he emphasized the importance of African men embracing self-care with high-quality products tailored to the African climate, while advocating for local production to reduce reliance on imports.
“Grooming goes beyond appearance; it’s about self-respect and honoring our heritage with products crafted by us, for us,” said Thapelo Mokoena. “Today’s African man understands that self-care is essential for feeling good so you can give more to those who matter. Investing in your grooming is a way of acknowledging your worth.”
Set against the stunning backdrop of a lush garden, attendees were immersed in an exclusive preview of Bakoena Brand’s latest beard range, accompanied by the sophisticated taste of Stella Artois. This unique event perfectly captured the synergy between the two brands, offering a truly ‘Worth More’ experience that was both inspiring and refreshing.
“We are excited to partner with Thapelo on the showcase of his male grooming range. Stella Artois, as a premium beer, understands that in the finer things in life, some are worth more. The value of superior quality underscores this narrative, which applies similarly to the Bakoena Brand,” said Estee Burger, Stella Artois Marketing Manager.
The products in the Bakoena beard range are all natural and hand-blended, matching the demand by men for minimal chemical content and highly functional ingredients in grooming products.
The personal grooming trend is increasingly impacting both the beauty industry and men’s grooming in Africa, particularly among millennials and generation Z men who are looking after themselves more in terms of their health as well as their physical appearance. In addition, the beard is no longer just facial hair, but a cultural statement, redefining masculinity, self-expression, and embracing heritage.
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