Gorgeous “it” girl and supermodel, Joëlle Kayembe, who's beautiful face has graced local and international magazines from the 2000s, recently visited Joburg from her home in Oslo, Norway, to attend the South African Style Awards. There she presented the joint award for Most Stylish Model to brothers Denetric and Lebo Malope.
Kayembe, born in the Democratic Republic of Congo, has just featured in the campaign for Nivea Visage, which she lists as a career highlight. “I loved being chosen to represent the brand at my age, with my wrinkles and all,” she said, highlighting that the brand honours natural ageing. We caught up with Kayembe, who spends her time in Oslo continuing her modelling career as well as painting and performing in theatre.
How did you first get into modelling? Was it something you always wanted to do, or did it happen unexpectedly?
JK: I started modelling by accident. It wasn’t part of my career plan. Back then, I didn’t understand what modelling entailed. In my last year of high school, a friend gave me a ride home from art class, and we stopped at a modelling agency. While I was waiting, an agent asked if I was a model. I said no, and when she asked whether I'd like to be, I was flattered and said yes. They took my info and I left. After graduating high school and before starting university to study child psychology at Cambridge, I found myself with nine months of free time. I worked various jobs, waiting tables during the week and as a perfume consultant at Stuttafords on weekends. The owner of another modelling agency discovered me there. I hesitated when I saw his business card, remembering my previous experience with no follow-up. A week later, an agent called me for some work. By September, I was modelling full-time. I had to choose between a flight to the Maldives for a swimsuit shoot or going to Cambridge. Being 19, I picked the adventure like any typical 19-year-old.
What was it like growing up Congolese and stepping into a global industry?
JK: I've always embraced my cultural background, which has shaped my perspective and creativity as an artist. I always felt the pressure to prove myself, especially in spaces where (back then) diversity was lacking. I've found a way to turn my doubts into fuel for motivation. My experiences haven't only enhanced my work but have helped me build connections.
You've done some amazing shoots and shows — do you have any favourite projects?
JK: There are two that stand out. The Nivea campaign, which celebrated ageing gracefully. It’s inspiring to see a major brand take that message to heart. The other is the Sprite Zero advert from the early 2000s. It fostered a sense of unity, celebration and humour over the years. I’m touched when I hear from people of all ages who have memories tied to that commercial.
You’ve moved into acting. What's it like compared to modelling?
JK: I wanted to explore new creative paths. After my training at KFTS (Copenhagen Film and Theatre School) I discovered that the difference between acting and modelling is in the depth of character development. Acting allows me to dive into a character's story. Modelling is more about capturing a moment or a concept.
Being in the spotlight can be intense. How do you stay grounded?
JK: My siblings and I are close. They're at the core of everything I do and a reminder of what matters. Spending time with my family helps me maintain perspective and keeps me connected to my roots. I make it a point to take time for myself; exploring a new hobby, taking a walk in the mountains or enjoying a swim in an Oslo fjord. It’s about finding balance.
What advice would you give to young girls in Africa who look up to you and dream of working in fashion or film?
JK: Believe in yourself and stay true to your vision. The journey will have its ups and downs, but passion and determination carry you through. Surround yourself with supportive people to uplift you, who have experience in the industry and can give you solid advice and genuine, honest feedback. Don’t be afraid to seek out opportunities, big or small, and especially weird ones that play to your strengths. Embrace your unique story and culture — for me, that’s what's added richness to my work. Remember, every step you take brings you closer to your dreams, so keep pushing forward and never lose sight of what you want to achieve.
What’s next for you? Any fun projects or personal goals?
The Nivea campaign and TV commercials are set to launch this month, which feels like a dream come true for me.
I've just finished my theatre acting training and taken on my first (scary) show — which is always the toughest gig right after school! I feel ready to take on even more challenging roles and projects. I can’t wait to explore different characters and stories that will push my boundaries as an actor. I want to continue honing my craft as an artist, whether through more training, workshops, or collaborating with other creatives.
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