With its bold aesthetic, unapologetic spirit, and deep-rooted connection to South African youth culture, Playgirl has long been a symbol of self-expression, empowerment, and attraction. Now, the iconic lifestyle and personal care brand is taking its message from beauty counters to music stages — proudly announced as a sponsor of the 20th Anniversary Urban Music Awards South Africa, taking place on 4th May 2025 at Heartfelt Arena in Pretoria.
At the heart of the partnership is a shared commitment to celebrating female creativity and cultural power. Playgirl has acquired naming rights to one of the most anticipated categories of the evening: Best Female Act — an award that spotlights the groundbreaking women redefining the sound, soul, and story of modern African music.
“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.”
— Zaweer Ebrahim, Brand Manager
A Brand Rooted in Rhythm and Realness
Playgirl is no stranger to the rhythm of youth culture. From its vibrant fragrance collections to its confident branding, the company has long aligned itself with the essence of freedom, individuality, and female power. Music, too, has played an integral role in the brand’s identity — from campaign soundtracks to social content steeped in trending beats.
With its sponsorship of the Best Female Act award, Playgirl isn’t just acknowledging the contributions of women in the music industry — it’s placing them centre stage. From genre-blending pioneers to lyrical trailblazers, this category represents the fierce talent shaping the continent’s soundscape.
Planet of Attraction: More Than a Scent, It’s a Statement
The partnership also reinforces the brand’s broader lifestyle vision, channelled through its digital platform, Planet of Attraction — a space dedicated to beauty, wellness, music, and empowerment. With a growing community and social following under @planetofattraction, the Playgirl universe is more than perfume; it’s a mindset.
From curated playlists to articles on confidence and creativity, Planet of Attraction acts as a cultural mirror for the very audience that the Urban Music Awards celebrates — vibrant, curious, and proudly African.
An Iconic Stage for an Iconic Brand
With over 15 countries set to stream the 20th edition of the Urban Music Awards, this year’s show promises to be more than a night of music — it’s a statement of cultural ascension. And Playgirl’s involvement is a natural fit.
By elevating female talent and reinforcing its message of unapologetic femininity, Playgirl joins a prestigious roster of brands contributing not just to the event, but to the wider conversation around African excellence in entertainment.
As the red carpet rolls out at Heartfelt Arena, and fans across the continent gear up for a night to remember, one thing is clear — whether it’s through music or fragrance, Playgirl is here to turn heads, inspire confidence, and keep the rhythm alive.
🎟️ Tickets to the Urban Music Awards South Africa are available now via www.ticketrepublic.co.za. Follow the journey on Instagram: @planetofattraction
