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The creator economy is shifting. As audiences grow tired of sponsored noise, trust has become the new currency of influence. Authenticity, credibility and storytelling now matter more than reach alone and brands are having to rethink how they show up online.

Leading that conversation in South Africa, Dove hosted creators, media and industry leaders at the Dove Masterclass at Langhams Lifestyle Estate in Johannesburg. The event blended honest conversations about creator culture with skincare and introduced the partners of the Dove Creator Collective, a new programme designed to empower creators through education, shared values and authentic partnerships.

Hosted by Hulisani Ravele, the day opened with a spoken-word performance by Botlhale Boikanyo that set the tone. Celebrating skin as a living story that carries essence, history and identity, the performance introduced Dove’s theme: “Skin That Doves.”

The Masterclass went beyond inspiration. It gave creators practical tools, direct access to industry leaders and space for real dialogue about building sustainable careers in the digital age.

Panels and discussions tackled what it really takes to grow today: cultivating engaged communities, choosing brand partnerships that align with your values and making content that lasts beyond the algorithm. The message was clear purpose, credibility and trust need to sit at the heart of modern influence.

Dove also pulled back the curtain on the science behind the brand. In a live demo titled “Glow Up with Dove: Achieving Radiant Skin,”Dove’s R&D experts walked guests through the formulations behind two staples:

– Dove Beauty Barwith Pro-Ceramide Serum

– Dove Body Wash with 24-hour Renewing MicroMoisture technology

The session showed how Dove pairs cutting-edge skincare science with care designed for healthy, radiant skin.

“People are looking for content they can trust,” said Nivida Ramsundar, Content Lead for Dove South Africa.

“As a brand, we have a responsibility to equip the creators we partner with to tell stories that are informed, authentic and meaningful. When creators understand the science behind our products and the purpose behind our innovations, they’re able to create content that resonates in a much deeper way. That’s what the Dove Masterclass was all about.”

As the creator landscape continues to evolve, Dove says its commitment is to champion creators who value authenticity, knowledge and genuine human connection while continuing to lead through skincare innovation.

Because the most meaningful stories don’t begin with a brief.

They begin with understanding.