L’Oréal Paris has evolved significantly in how it markets itself on the continent. The beauty giant has shifted from featuring its global ambassadors in local campaigns to, in recent years, spotlighting African stars and influencers as its spokespersons.
Now, actress Ama Qamata has officially been announced as the new Sub-Saharan Africa ambassador for L’Oréal Paris.
“Ama Qamata will be joining us on an exciting journey to redefine beauty standards and inspire millions. We can’t wait for you to see all the incredible things we’ll achieve together. Get ready for a new chapter of beauty, authenticity, and unparalleled glamour. Welcome to L’Oréal Paris,” the brand shared on its official platforms.
Ama was unveiled as the new spokesperson for L’Oréal Paris at an exclusive launch held in Johannesburg, South Africa on the 23rd of September, 2025.
In one of the campaign videos shared on L’Oréal Paris’ YouTube, Ama confidently speaks on the lessons her mother taught her about her worth. “Humanity, gratitude and respect will get you far in life. those three words weren’t just values, they were part of my upbringing. Now every room I walk in, every challenge I face, heels high, head even higher, I carry those words with me,” she declares.
At just 27, Qamata has already built an impressive career. She was named to the Forbes Africa 30 Under 30 Class of 2024, served as an ambassador for Dove’s #KeepBeautyReal campaign, and not forgetting one her biggest partnership with Adidas as an ambassador. Her new role with L’Oréal Paris further cements her growing influence both on and off screen.
