Rapper and businesswoman Boity Thulo has launched a wig range, Be You by Boity, in partnership with hair company Frontrow. 

Adding to her repertoire of fragrance, beverage and hair care brands, the wig range made from Brazilian human hair features three styles that each represent different aspects of Boity’s personality. These include Boss Bae, The Queen and Show Stopper. 

Explaining what inspired the names of each of the wig styles, Boity says, “The first one is Boss Bae, I think that works with my Boss Bae personality where I’m the entrepreneur, where I wear the cap – or in this case the wig – of someone who is in the entrepreneurial space and all the work that I do.” 

Boity shares that she is a shareholder at MVP, the parent company of Frontrow, which she partnered with on this range. She says, “It was easy for me to [say] ‘if I’m going to do hair there’s no other way of going with it apart from Frontrow’.” 

Frontrow is a hair solutions company that offers clip-ins and other types of hair extensions. 

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“I’ve seen their hair; they’ve actually got brilliant stuff and I just remember [saying] ‘so what about us?’ Because I’m not going to put on any clip-ins and I’m not going to relax my hair for it to match so I [said] ‘how about we make it more inclusive and include more of my target market and my audience?’ And I decided that it’s a fantastic idea to put in a wig range,” Boity says. 

“On a play of Own Your Throne, my throne – my home – is very much where I kind of excel because that’s where I’m mostly rooted and grounded and I feel my best. So, I felt because I’m always in my throne and I enjoy being in my throne we should call the wig that we would assume you would be able to wear and style very easily at home being in your Zoom meeting or just lazing around as a queen,” she explains the process of coming up with the name for The Queen wig. 

“[The Show Stopper] definitely represents the fierce me, the one who steps on stage, the one who wants to shine, the one who wants to turn heads etc. So, obviously, I felt like this wig – especially the way it looks, the colouring, the length and everything about it for me is something that I would feel most stunning in when I’m on stage, so I decided to call it the Show Stopper.” 

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Boity says the range may grow over time but they wanted to start with the core pillars of who she is. 

“I have various personalities, I wear various hats and I wanted to include as much as possible all the various things that I do in the storytelling of the wig line,” she says.

Overall, she adds that what underpins the message of the wig range is that women shouldn’t have to follow any beauty standards but can be free to do what rings true to them.  

Be You by Boity will be available online at frontrow.co.za from 30 July 2022. The prices range from R2990 to R6990.

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