The new Edgars Beauty campaign is all about embracing your imperfections

It’s time to challenge beauty standards.

edgars beauty, campaign, flawless, makeup, skincare, south africa

For centuries we have been conditioned to think of beauty in a very rigid way. This is often dictated by whatever – and whoever – is hot right now, and it has often left no room for people who didn’t fit ‘the norm’. Edgars Beauty is out to challenge all that with their new campaign – I’mPossible. And it comes complete with a ‘beauty squad’ of Mzansi’s finest culture creators.

Edgars Beauty on embracing your flaws

Beauty standards have been around since forever and are always changing, but one thing that remains the same is that they tend to exclude the vast majority of people. We find ourselves bowing down at the altar of celebs and influencers who comply with these ‘ideals’ and hate on ourselves for not looking more like them.

Fortunately, times are a-changing, and – FINALLY – the average woman is making her way into the spotlight. Because we are all flawed and all unique, which is exactly what makes us beautiful in the first place. Duh.

When asked about the campaign, Edgars Chief Executive Mike Elliott said that the message was the perfect fit for the brand. ‘It’s true to our brand ethos of inspiring self- expression in all South Africans, and we continue to encourage all South Africans to embrace their uniqueness and enhance who they truly are through our Beauty offering.’

Meet the squad

So who exactly is in the I’mPerfection beauty squad? We’re glad you asked. Former COSMO cover girl Mihlali Ndamase is one of them, and so is COSMO beauty boy Matte Jacobs, local hairstylist Ncumisa ‘Mimi’ Duma, actress Michelle Mosalakae and influencer Nabilah Kariem Peck to name just a few.

This campaign – which aims to challenge conventional beauty standards – is running until April 2020, and we can’t wait to check out the upcoming fire content from this cool crew of perfectly-flawed people. Here for it!

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