African women’s ‘soft power’: The force shaping global conversations

Power is often defined by brute strength, economic might, or military force, but another form is rising quietly, yet undeniably powerful—soft power.

It is the ability to shape global conversations, influence cultures, and drive societal change without confrontation. Nowhere is this more evident than in the remarkable rise of African women who are using their platforms, voices, and industries to lead a revolution. Through fashion, media, entrepreneurship, and activism, these women are challenging stereotypes and reclaiming control of the narrative about African identity, femininity, and power on the global stage.

For African women, soft power is about using influence through non-traditional means. It is a reclamation of voice, where African women, traditionally marginalised in global narratives, are now shaping trends and driving the conversations that impact society. This shift signals not only an evolution of gender roles but also a redefining of what power looks like in modern society.

Chimamanda Ngozi Adichie during an interview, via The Atlantic

Soft power in practice

Coined by political scientist Joseph Nye in the late 20th century, “soft power” contrasts with “hard power,” in that it is exercised through cultural diplomacy, media, arts, education, values, and policies that attract admiration or inspire others to follow your lead.

The global dissemination of cultural products like films, music, fashion, literature, and food can have a lasting influence on how nations are perceived. Nations or individuals that project appealing values—like democracy, human rights, or gender equality—can influence others by setting standards of behaviour or goals that people wish to emulate. Countries can enhance their soft power by playing a positive role in international cooperation, climate change, or humanitarian efforts.

In the context of African women, the concept of soft power applies when they influence global perceptions of Africa, challenge outdated stereotypes, and inspire a shift toward seeing the continent as a hub of creativity, intelligence, and leadership.

Sahle-Work Zewde, the first elected female President of Ethiopia and currently the only female out of the 54 Presidents in Africa, via Arise News

For instance, Odunayo Eweniyi (Fintech) and Maya Famodu (Venture Capital) both exemplify how women in male-dominated industries can use their success to promote not only economic development but also to shift how African women are viewed in global financial sectors. Chimamanda Ngozi Adichie, through literature and public advocacy, represents the soft power of intellectual influence, reshaping global conversations on feminism, race, and African identity.

In this way, soft power isn’t just about cultural output; it’s also about setting an example that changes how others perceive and engage with Africa. These African women are rewriting the global playbook with soft power.

Redefining power through media

African women are redefining African storytelling through the media industry. The global success of films like the Hollywood blockbuster “Black Panther” starring Lupita Nyong’o, Nollywood blockbuster “The Black Book” produced by Kemi Lala Akindoju, and music genres like Afrobeats and Amapiano has shone a light on African creativity.

But it is women like Genevieve Nnaji who are truly transforming the narrative. Nnaji, one of Nigeria’s most celebrated actresses, took the world by storm with her directorial debut “Lionheart”  in 2018. The film not only made history as Nigeria’s first Netflix original but also showcased the complexity and richness of African stories to a global audience. It made waves as Nigeria’s first-ever submission to the Oscars. However, it was controversially disqualified from the Best International Feature Film category for having too much English dialogue. Despite this, its impact on global storytelling cemented Nnaji’s role in redefining African narratives in the international media space.

By owning the narrative, Nnaji has shown the power of African women in redefining how Africa is seen and understood in global media. Her work breaks the stereotypical depictions of Africa often portrayed in Western media, replacing them with authentic stories of resilience, ambition, and cultural pride. Next, she takes on the modern literary classic, “I Do Not Come to You by Chance” by Adaobi Tricia Nwaubani, with a film adaptation that has already earned critical acclaim at the International Film Festival Rotterdam (IFFR) and Toronto Film Festival (TIFF).

Genevieve Nnaji in still from “Lionheart” via The New York Times

Similarly, Bonang Matheba, a South African media personality and entrepreneur, has used her platform to influence global entertainment trends. Known as Queen B, Matheba’s reach goes beyond South Africa. Her shows, business ventures, and red-carpet appearances are globally recognised, making her a true embodiment of African soft power in entertainment. Through her documentary “Public Figure” and her brand, House of BNG, she has built a bridge between Africa and global media, showing how African women can not only participate in but also shape the global entertainment landscape.

Bonang Matheba’s all-Nigerian-made looks to host Miss South Africa 2024, via Bella Naija

Another South African powerhouse, Pearl Thusi, is making waves on the global stage. Not only is she a celebrated actress, model, and presenter, but her international break came when she landed a key role in the ABC thriller “Quantico”, a significant achievement for African talent in Hollywood. Her reach expanded further when she starred in Netflix’s “Queen Sono”, the streaming platform’s first African original series, which garnered critical acclaim for its portrayal of a complex, multifaceted African story. Together, Matheba and Thusi exemplify the breadth of African women’s soft power in becoming a symbol of African influence on the global stage.

Chimamanda Ngozi Adichie, arguably the most celebrated contemporary African author of all time, has wielded extraordinary soft power through her influence on global literature, feminism, and the perception of Africa. Her novels, including “Purple Hibiscus”, “Half of a Yellow Sun”, and “Americanah”, redefine African storytelling by giving voice to complex narratives about African identity, post-colonialism, and migration. Beyond her literary impact, Adichie’s TED Talk, “We Should All Be Feminists”, sparked a global movement toward gender equality and empowerment.

In addition to her cultural influence, Adichie’s unapologetic political stance has made waves. Her open letter criticising the 2023 Nigerian elections went viral, amplifying her voice as a fearless critic of corruption. In 2022, she received an Igbo chieftaincy title, a rare honour for women, solidifying her status as a cultural and political icon. Not to mention, her career-defining feature in Beyoncé’s “Flawless” in 2013, which further embedded her feminist message into mainstream pop culture, making her a unique force in both literature and global media.

Chimamanda speaking on “the danger of a single story,” via TED

It is almost redundant to state that Mo Abudu wields soft power; her influence is a prime example of how African women are shaping global conversations through media. Once referred to as “Africa’s Oprah,” her company, EbonyLife Media, has brought African stories to global platforms like Netflix and Amazon Prime. Through her work as a media mogul, producer, and TV host, Abudu has been instrumental in reshaping the global narrative about Africa.

By championing African talent and producing content that challenges stereotypes, she uses media as a tool to influence perceptions of the continent. Films like “The Wedding Party” and “Chief Daddy” have not only broken box office records in Nigeria but have also showcased African culture and creativity to the world. Abudu’s ability to tell authentic African stories on a global scale, and create opportunities for African women in the entertainment industry, firmly positions her as a powerful figure in the realm of soft power.

Related: Mo Abudu: A Chronicle of Power, Persistence, and Purpose

Soft power in fashion and beauty

African women are at the forefront of a global fashion revolution, one where Afrocentric beauty standards are now embraced and celebrated internationally. Gone are the days when European and Western aesthetics dominated the beauty conversation. African designers, models, and influencers are driving a new narrative, where natural hair, melanin-rich skin, and traditional fabrics like adire are now symbols of beauty, pride, and influence.

One such woman who has led this charge is Lisa Folawiyo, the Nigerian fashion designer who has gained global recognition for her unique use of Ankara fabric. Her eponymous brand has not only redefined the potential of traditional African prints in high fashion but has also captured the attention of international runways. Folawiyo’s collections have been showcased from Lagos to New York, making her one of the few African designers consistently featured in global fashion publications like Vogue (as far back as 2006) and Business of Fashion. Her ability to blend traditional African styles with contemporary, global designs has helped cement the global influence of African fashion.

A piece from Lisa Folawiyo’s SS22 collection on the Lagos Fashion Week runway, via Moda Operandi

Alongside Folawiyo is Tiwa Savage, the Queen of Afrobeats, whose influence extends far beyond music. Savage is known for her powerful voice and for setting beauty trends that celebrate African culture. With collaborations with global brands like MAC Cosmetics, she’s changing the beauty landscape and amplifying the power of African women in defining global beauty standards. Through her use of traditional African hairstyles and makeup in music videos and public appearances, Savage demonstrates the power of representation and the role African women play in driving cultural and beauty trends worldwide.

Tiwa Savage has on the local “threading” hairstyle in her “49-99” music video, via Beauty Reviews NG

As Miss Universe 2019—the first black South African woman to win the title—Zozibini Tunzi used her platform to advocate for gender equality and challenge beauty standards. Her natural hair and outspoken views on women’s empowerment have redefined traditional beauty pageants. Tunzi’s influence extends beyond pageantry, as she continues to use her voice to inspire young African women globally.

Zozibini crowned Miss Universe 2019, via Reuters

Entrepreneurship as influence

Beyond fashion and entertainment, African women are using entrepreneurship to wield soft power in the global business arena. They are building businesses that not only succeed but also foster sustainability and community growth, aligning with global movements toward ethical consumption and social responsibility.

Take Adenike Ogunlesi, the founder of Ruff ‘n’ Tumble, Nigeria’s leading children’s clothing brand founded in 1996. Ogunlesi has built her company from a small home business into a major player with international reach. What makes her influence remarkable is not just her success, but her focus on sustainability, ethical production, and empowering women through employment opportunities. As of 2024, Ruff ‘n’ Tumble has solidified its status as a leading Pan-African children’s clothing brand, expanding from the boot of a car to 17 stores across Nigeria alongside a robust online presence.

Ogunlesi’s vision continues to push boundaries with Gatimo Apparel Manufacturing, a state-of-the-art garment manufacturing facility that contracts high-quality clothing production, meeting global standards. Surprisingly, she has no interest in establishing outside Nigeria, but focuses on training and mentoring the next generation of clothing entrepreneurs. However, this evolution from a local children’s brand to a major player in Africa’s retail and manufacturing sectors showcases Ruff ‘n’ Tumble’s impressive achievements.

A look from the Ruff ‘n’ Tumble Christmas collection, via Ruff ‘n’ Tumble

As the founder and CEO of Topicals, a skincare brand revolutionising treatment for chronic skin conditions, Olamide Olowe has made waves not just for her groundbreaking products but for her status as the youngest Black woman to raise over $10 million in venture capital.

What sets Olowe apart is how she’s leveraged her business to challenge traditional beauty standards while championing inclusivity. Her products cater to often-ignored skin issues, signalling a shift from the conventional beauty market’s focus on perfection to a space where all skin is cared for. This, combined with her savvy use of social media and influencer partnerships, has propelled Topicals into global conversations about beauty and wellness.

Olowe’s influence isn’t just skin deep—it runs into the heart of what it means to be an African woman entrepreneur wielding soft power, redefining success on her terms, and leaving a lasting impact on both the beauty industry and the broader entrepreneurial landscape. By turning personal passion into profit while promoting a message of acceptance and care, she exemplifies the new generation of African women transforming the global business space.

Topicals under eye patches on Ghanaian Influencers, via Vogue Business

Temie Giwa-Tubosun is a stellar example of African women making significant contributions to global health. Through her healthcare technology company, LifeBank, she is tackling one of Africa’s most pressing challenges—access to critical medical supplies. By leveraging technology and logistics, Temie is saving lives, influencing healthcare delivery models, and proving that African innovation can solve global problems.

Africa’s tech and innovation space is no longer male-dominated. Female entrepreneurs are making their mark as investors, founders, and thought leaders, driving meaningful change and influencing global conversations.

One key driver is Odunayo Eweniyi, co-founder and COO of PiggyVest, Nigeria’s first online savings platform that has transformed personal finance for millions, especially empowering women to take control of their financial future. Eweniyi has also been at the forefront of gender advocacy through initiatives like the Feminist Coalition (FEMCO), pushing for greater inclusion and opportunities for African women.

[L-R] The women of FEMCO, Damilola Odufuwa, Odunayo Eweniyi, and Feyikemi Abudu, via TIME

In the venture capital space, Maya Horgan Famodu is a trailblazer. As the founder of Ingressive Capital, a VC firm targeting early-stage startups in Sub-Saharan Africa, Maya has been instrumental in fueling the continent’s tech ecosystem by backing several female-led businesses. Her leadership is reshaping the narrative around who can lead in tech and innovation funding.

In the realm of ICT, Funke Opeke stands tall as the founder of MainOne, a company that laid the foundation for high-speed internet access across West Africa. MainOne’s undersea cable has revolutionised communication infrastructure, making Opeke one of the most powerful figures in Africa’s digital transformation.

Through their leadership, these women are dismantling barriers and demonstrating that Africa’s innovation space is stronger and more diverse when women lead.

Activism through culture and social media

African women have embraced digital activism to drive social change. In a world where social media platforms can be used to influence political discourse, raise awareness, and build movements, African women are leveraging this soft power to amplify their voices on issues that matter.

Tunisian diplomat Aya Chebbi, the African Union’s first youth envoy, uses her platform to advocate for women’s rights and influence political discourse. Chebbi’s ability to rally young Africans through her activism, while remaining inclusive and non-confrontational, makes her an essential figure in the narrative of African women’s soft power.

In addition to her diplomatic work, Chebbi founded Nalafem (Nala Feminist Collective), a platform dedicated to fostering a Pan-African feminist movement. Nalafem enlists 17 other young female politicians and activists to amplify the voices of African women and youth, promoting gender equality and encouraging young African women to take charge of their futures. Rooted in social justice, Nalafem’s initiatives focus on mentorship, leadership training, and digital advocacy, making it a crucial space to mobilise youth activism.

Aya Chebbi, via African Female Voices

African art and culture also has advocates in women like Prof. Dr. Adepeju Layiwola, a professor, artist, and historian, who has been a leading figure in the campaign for the return of the stolen Benin Bronzes to Nigeria. As a descendant of the Benin royal family, Layiwola’s connection to these culturally significant artefacts is deeply personal. Her work blends art and activism, using her platform to raise awareness about the historical injustices of colonial plunder and the importance of cultural restitution.

Layiwola was recognised in “Art Cities of the Future” as a “21st Century Avant-Garde” artist. Her dual heritage as a descendant of the Benin royal family and the first female bronze caster in Nigeria profoundly influences her art, which spans metal design, textiles, and installations. By championing the repatriation of the Benin Bronzes from European and American museums, she is helping to restore Nigeria’s cultural heritage and reclaim its historical narrative, positioning herself as a powerful voice in the global art world and a pivotal figure in African cultural activism.

Peju Layiwola stands with her art, via Resist!

Women like Aisha Yesufu, co-founder of the Bring Back Our Girls movement, have become iconic in their fearless calls for justice. Her advocacy, particularly during the #EndSARS protests, symbolised the fight against police brutality and systemic oppression in Nigeria. Alongside her were voices like Rinu Oduala and FEMCO, whose digital organising helped fuel and sustain the largest youth-led protests in recent Nigerian history. These women are the epitome of activism powered by digital influence and cultural engagement, using their platforms to demand accountability and systemic change.

In the environmental sector, women like Temilade Salami and Jennifer Uchendu of SustyVibes are shaping the conversation on climate action. Salami, an environmentalist and circular economy advocate, is a leading voice in educating young children on environmental stewardship, embedding sustainability into the lives of future generations. Similarly, Uchendu’s work focuses on climate change awareness and youth involvement in sustainability, amplifying Africa’s environmental agenda.

These women are not just influencers—they are disruptors, educators, and cultural ambassadors using their platforms for activism that transcends borders. Their advocacy has inspired movements that redefine what it means to wield soft power in the digital age.

Soft power on the rise

A new generation of African women is powerfully reshaping global culture. Whether through music, comedy, activism, or beauty, they are rewriting the script on what it means to influence.

Temilade Openiyi, popularly known as Tems, has quickly become a global force in the music industry. Her collaborations with artists like Drake and Rihanna, along with her Grammy win, Oscar nomination, and Billboard Hot 100 and Spotify domination, have placed her on the international map. Tems is redefining Afrobeats and R&B with her unique voice, artistic vision, and distinct style, gaining soft power through music and fashion.

Tems at the 2023 Academy Awards, via Getty Images

Elsa Majimbo is a young comedian and content creator who rose to global fame during the pandemic through her witty, relatable videos on social media. Her raw humour and unapologetic personality have attracted collaborations with brands like Fenty Beauty and Valentino. Majimbo has used her platform to disrupt traditional norms of African beauty and femininity, gaining soft power by influencing global perceptions of African women in comedy and media.

Thuso Mbedu is an Emmy-nominated actress whose breakout role in the Amazon Prime series “The Underground Railroad” introduced her to international audiences. She has since starred in major projects like “The Woman King” alongside Viola Davis. Mbedu’s rise in Hollywood has helped spotlight African talent and narratives, making her a cultural ambassador for African women on the global stage.

Mihlali Ndamase is a South African beauty influencer and entrepreneur with millions of followers on social media. She co-founded the Siyasizana Foundation, a non-profit organisation, and uses her platform to advocate for beauty, self-love, and body positivity. Her collaborations with major beauty brands like MAC and Revlon demonstrate her soft power in shaping beauty trends in Africa and beyond.

A new leading voice in Africa’s climate change movement, Vanessa Nakate has been advocating for climate action and environmental justice on the global stage. She founded the Rise Up Movement, which aims to amplify the voices of African climate activists. Her speeches at events like the World Economic Forum and her presence in international media have elevated her as a powerful young voice in environmental activism.

And perhaps ubiquitous at this point, Tyla Seethal, known mononymously as Tyla, is the South African pop and R&B singer on top of trend lists internationally. She gained global attention with her hit single “Water”, which became a viral sensation on platforms like TikTok, demonstrating her ability to resonate with young audiences worldwide. Her unique blend of Afropop and global pop elements positions her as a cultural ambassador for African music.

Tyla’s quick Grammy win, and collaborations with international stars like Kanye West and signing with SONY’s Epic Records showcase her rapid ascent in the music industry. She represents the new wave of African musicians who are using digital platforms to export African culture, influence global music trends, and reshape the narrative around African women in entertainment.

Tyla accepting a Grammy Award, via GRAMMY

African women are increasingly asserting their presence in traditionally male-dominated fields, from boardrooms to sports arenas. One such trailblazer is Asisat Oshoala, a four-time African Women’s Footballer of the Year and forward for FC Barcelona Femení. Oshoala’s success on the field has helped elevate not only the visibility of African female athletes but also the global recognition of African sports talent. As one of the first African women to play for a major European club, Oshoala is reshaping the narrative around African women in sports, pushing boundaries, and inspiring the next generation of female athletes.

Her influence goes beyond football; she uses her platform to advocate for gender equality in sports, particularly in terms of investment in African women’s football. Through her achievements and advocacy, Oshoala exemplifies how African women athletes wield soft power to challenge stereotypes and push for greater recognition and equity on the global stage.

These young African women are wielding soft power across industries, reshaping global perceptions of African culture and women’s influence for the future. As they continue to ascend, they are not just gaining fame—they are using their platforms to challenge stereotypes, influence culture, and inspire a new narrative of Africa.

The future of African women’s soft power

As African women continue to shape the global narrative, the world is taking notice. African designers like Andrea Iyama and Maki Oh regularly grace international fashion weeks, global platforms like Netflix showcase hit African productions like “Blood and Water” and “Blood Sisters”, and more African entrepreneurs have gained international visibility.

Maki Oh fall collection at the New York Fashion Week, via Essence

The influence of African women, often subtle yet powerful, is proof that soft power is becoming a formidable force in shaping global culture. These women, and many more like them, are leading a movement that is quietly dismantling stereotypes and redefining what it means to be a powerful woman in the 21st century.

This moment is just the beginning. With the rise of others like Nigerian global popstar Ayra Starr and international best-selling author Tomi Adeyemi, the world will continue to feel the ripple effects of African women’s soft power, as they carve out spaces in industries traditionally dominated by others. In reclaiming their voices, African women are showing that power is not always loud; sometimes, it’s found in the grace, resilience, and creativity of those who lead with influence, not force.