Sofnfree Unveils Gly-Fusion: A Bold New Era of Hydration at a High-Impact Immersive Launch Experience
Sofnfree, one of South Africa’s most trusted and culturally iconic haircare brands, officially launched Gly-Fusion, its latest innovation in moisture technology. This took place at an exclusive event hosted at the architectural sanctuary STAY by Inimitable in Muldersdrift. The event marked a major milestone for the brand as it introduced a breakthrough formulation that fuses glycerin with advanced hydration science to deliver high-performance moisture, shine and nourishment. Hosted by Pamela Mntanga, the Gly-Fusion Launch Experience welcomed guests to an immersive journey designed to bring the product’s “fusion of science and style” philosophy to life.
Sofnfree translated Gly-Fusion’s unique moisture technology into a series of interactive zones including personalised guidance from professional stylists; a customisation station where guests mixed their own fusion dressings; and a curated food and drink experience inspired by the full Gly-Fusion product line.
Pamela Mtanga | SUPPLIED
During the event, Marketing Manager Lerato Selepe Tikwayo shared both the brand’s heritage and its forward-looking research-based evolution. “Gly-Fusion represents the next step in Sofnfree’s commitment to innovation. We have taken an ingredient loved for generations- glycerin- and elevated it using modern science to meet the needs of today’s consumer. This range is designed to hydrate deeply, style beautifully, and reinforce the confidence that comes with healthy, glowing hair,” she said.
The event’s female- forward entertainment segment featured a dynamic set by DJ Zama, followed by a powerful live performance from acclaimed vocalist Nia Pearl, whose presence and artistry elevated the experience and echoed the brand’s bold, expressive identity.
Nia Pearl on stage | SUPPLIED
Guests departed with custom purple Gly-Fusion goodie bags, intentionally adopting the widely recognised colour circulating in the fight against gender-based violence. This gesture reflected the brand’s solidarity and its commitment to amplifying the national call to end GBV and femicide in South Africa. The Gly-Fusion Launch reaffirmed Sofnfree’s position as a leading voice in African beauty innovation- one rooted in heritage, powered by science and deeply connected to community.