Beyond the Makeup: Crafting Confidence and Self-Expression For A New Generation

As the #1 leading makeup brand in the world, Maybelline reflects the vibrant culture, diverse
population and the fast-paced lifestyle that can be seen across the African continent. Africa
has the youngest population who come from different cultures; millions of whom are in
constant motion, who draw inspiration from everywhere. Our makeup has to be made for
everyone, for every situation and every inspiration.

“At Maybelline, we believe in beauty with an edge—one that works hard, plays hard and
sparks cultural change. As the #1 makeup brand in the world, we are thrilled to introduce
our 2025 Maybelline Beauty Squad, a collective of creatives at the forefront of South Africa’s
pop culture,” says Issima Oniangue, Maybelline’s General Manager in Sub-Saharan Africa.
The new Beauty Squad includes the music and dance superstar, Kamo Mphela, talented R&B
singer, Filah Lah Lah, the eclectic DJ Doowap and the hilarious media personality, Lasizwe.
Sharing Maybelline’s 2025 plans, Oniangue says “At least 33% of South Africa’s population is
made up of Gen Z’s while the second largest group is millennials; groups that are looking for
brands that reflect diversity and inclusion. That is why this year, we are deepening our
connection with Gen Z and millennials across the continent, especially in South Africa, by
bringing together a squad that resonates with their aspirations and energy.

Our journey began in 2021 when we proudly announced Ayra Starr as our regional
spokesperson for Maybelline Africa—a groundbreaking moment that marked the very first
step in creating unforgettable memories through our cultural legacy and brand values. That
milestone ignited our mission to celebrate African talent and beauty in all its diversity,
setting the stage for the movement we are building today”.

Joining the Beauty Squad is the face of Maybelline’s SuperStay range, Kamo Mphela.
Mphela’s energy on stage and her creativity adds diversity to the Beauty Squad as she is also
stepping into an exciting new era—dropping fresh music, leading the charge with Dance
Nation Africa and building a dynamic dance team that will redefine performance in South
Africa. “Being the face of the SuperStay range is the perfect fit for my fast-paced lifestyle
because long-lasting makeup is essential for any performing artist,” says Mphela.
Filah Lah Lah says that “Being a part of a brand like Maybelline feels very full circle to me
because growing up Maybelline was the go-to brand for experimenting with makeup.
Maybelline made me feel beautiful back then as I was figuring out my girlhood
and it feels good to be part of a new generation of women leading such a fun and accessible
brand”.

As Maybelline starts this new chapter with the Beauty Squad, Oniangue says that “With this
new squad, we are not just celebrating beauty, we are creating a movement that highlights
accessibility, especially when it comes to pricing and its availability in different regions, and
innovation when it comes to beauty products. It’s also a movement about celebrating selfexpression and quality performance.