We had the pleasure of attending the launch of Gly-Fusion, the latest innovation from Sofnfree, one of South Africa’s most beloved haircare brands. The event took place at the stunning STAY by Inimitable in Muldersdrift, where we witnessed the unveiling of a groundbreaking formulation that marries glycerin with cutting-edge hydration science to deliver superior moisture, shine, and nourishment.
Hosted by Pamela Mntanga, the Gly-Fusion Launch Experience was truly immersive, bringing the brand’s “fusion of science and style” philosophy to life.
We explored interactive zones including personalized consultations with professional stylists, got hands-on at a customization station where we mixed our own fusion dressings, and enjoyed a thoughtfully curated food and drink experience reflecting the complete Gly-Fusion product line.
Marketing Manager Lerato Selepe Tikwayo shared the brand’s vision with us:
Gly-Fusion represents the next step in Sofnfree’s commitment to innovation. We’ve taken an ingredient loved for generations—glycerin—and elevated it using modern science to meet today’s consumer needs. This range hydrates deeply, styles beautifully, and reinforces the confidence that comes with healthy, glowing hair.
The event’s entertainment showcased powerful female talent. DJ Zama set the perfect tone before we were captivated by acclaimed vocalist Nia Pearl’s live performance, which perfectly echoed the brand’s bold, expressive identity.
We left with custom purple Gly-Fusion goodie bags—the color choice reflecting the brand’s solidarity in the fight against gender-based violence, a meaningful gesture amplifying the national call to end GBV and femicide in South Africa.
At The Current, we love working with brands that matter. The Gly-Fusion Launch reinforced what we already knew: Sofnfree is a leading voice in African beauty innovation, rooted in heritage, powered by science, and deeply connected to community.