For decades, Playgirl has stood as more than just a household name — it’s a symbol of confidence, individuality, and unapologetic femininity. As a fragrance brand deeply woven into the cultural fabric of South Africa, Playgirl has continually evolved with the times, empowering young women to embrace their boldness and own their narratives. In 2025, Playgirl is stepping even further into the cultural spotlight as a proud sponsor of the 20th Annual Urban Music Awards, taking place on May 4th at Heartfelt Arena in Pretoria, and as an exhibitor at the South Africa Trade & Consumer Expo on May 3rd — affirming its role as both a lifestyle brand and a champion of local talent.
A Fragrance That Speaks Confidence
From its vibrant packaging to its signature range of empowering scents, Playgirl has always been about more than just smell — it’s about how a woman feels when she wears it. Whether it’s the first spritz before a big date, an important meeting, or just to conquer the day, Playgirl gives women that extra dose of confidence. It’s a brand built on the belief that fragrance is an extension of personality, a subtle yet powerful form of self-expression.
For many young women across South Africa, a Playgirl fragrance marks a rite of passage — a first introduction into the world of personal style and identity. And the brand has embraced this role wholeheartedly, positioning itself as a cheerleader for self-assured femininity, ambition, and strength.
Merging Pop Culture and Purpose
Playgirl’s alignment with the Urban Music Awards is far more than a branding exercise — it’s a natural extension of the brand’s DNA. Music, after all, has always been central to the Playgirl lifestyle. From driving playlists to late-night parties and gym sessions, music empowers the Playgirl user just as much as the brand’s signature scent does.
“We’re proud to be a sponsor of the 20th Anniversary of the Urban Music Awards, celebrating African excellence in music, culture, and creativity. Music is a big part in the life of a Playgirl user and we want to support growth in this space. It’s an honour for Playgirl to be part of this iconic milestone event,” says Zaweer Ebrahim – Brand Manager, Playgirl South Africa.
In line with that commitment, Playgirl is sponsoring the prestigious “Best Female Act” category, placing a well-deserved spotlight on South Africa’s most dynamic women in music. The category celebrates talent, resilience, and creativity — the very same qualities that define the Playgirl woman. Supporting this space isn’t just about trophies and headlines; it’s about nurturing an ecosystem where women’s voices are heard, celebrated, and elevated.
A Standout at the South Africa Trade & Consumer Expo
As part of its growing involvement in lifestyle and pop culture, Playgirl will also be showcasing its products at the South Africa Trade & Consumer Expo on May 3rd. Hosted at the Heartfelt Arena, the expo brings together leading consumer brands, retailers, and thousands of attendees under one roof — and Playgirl is ready to make a statement.
With an immersive exhibition setup planned, Playgirl fans and newcomers alike will get the chance to interact with the brand in new, exciting ways. Visitors can expect product sampling, giveaways, and a bold celebration of fragrance culture. It’s more than just a booth — it’s a space for fans to connect, be inspired, and feel seen.
For Playgirl, these moments of in-person connection are critical. The brand understands that today’s consumers want more than a transaction — they want an experience. And what better way to bring fragrance to life than through direct, sensorial engagement?
Leading with Purpose and Passion
What sets Playgirl apart is not just its consistency as a fragrance brand, but its unwavering focus on purpose. In a world that often tries to define femininity through rigid lenses, Playgirl stands firm in its belief that women should define it for themselves. Whether you’re soft and sensual, fierce and fearless, or somewhere in between, there’s a Playgirl for you.
By aligning itself with music, culture, and empowerment, the brand is creating a space where fragrance becomes more than just part of a beauty routine — it becomes a declaration of identity.
The Scent of the Future
As the Playgirl brand continues to evolve, one thing remains constant: its commitment to celebrating women in all their complexity and brilliance. The sponsorship of the Urban Music Awards and participation in the Trade & Consumer Expo are not one-offs, but markers in a longer journey of engagement with the communities the brand serves.
With a presence that extends beyond beauty aisles and fragrance counters, Playgirl is claiming its space in the cultural conversation — one award, one performance, one spritz at a time.
So whether you’re heading to the Urban Music Awards, exploring the buzzing expo halls, or just looking for your next favourite scent, remember: Playgirl isn’t just a fragrance. It’s a movement. It’s a mood. It’s you, unleashed.
