Actress and model Pearl Thusi’s once-promising haircare line now hangs by a thin thread. Launched with fanfare in 2015, the brand known as “Black Pearl” is facing a critical challenge.
Advertising company Moving Tactics Digital Media has taken legal action against Afrobotanics, the entity that partnered with Thusi to create the haircare range. In September of last year, Digital Media initiated provisional liquidation proceedings against Afrobotanics in the Johannesburg High Court. The reason? Afrobotanics failed to pay Digital Media R575,000 for advertising services rendered.
According to court documents, Digital Media entered into an agreement with Afrobotanics in 2020. The agreement involved advertising services, including the display of Afrobotanics’ products on screens in Clicks stores across the country during the months of July through November 2022. However, when Digital Media sent an invoice for payment, Thusi’s partners either failed or refused to comply.
Digital Media escalated the matter by seeking a liquidation order against Afrobotanics. They argued that the company was unable to meet its financial obligations. As of November 30, 2022, Afrobotanics remains indebted to Digital Media in the amount of R575,000.00, along with accrued interest at the applicable legal rate. A letter of demand was sent to Afrobotanics on March 2, 2023, warning of the impending liquidation application.
Judge Seena Yacoob granted Digital Media an order for provisional liquidation. On September 19, 2023, Afrobotanics was required to appear in court to provide a reason for not finalizing the liquidation. Despite the delay, the court did not place the matter on the roll as expected, prompting Digital Media’s lawyers to express their disappointment and concern about additional legal costs.