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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 fastpaced 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 di@erent regions, and innovation when it comes to beauty products. It’s also a movement about celebrating self-expression and quality performance.
About Maybelline New York
Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York’s mission is to oEer innovative, accessible, and eEortless cosmetics for all. In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether
About the Beauty Squad:
Kamo Mphela is a powerhouse in music, dance, and culture, Kamo Mphela is 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. As she continues to grow as a businesswoman in entertainment, Kamo is making bold moves both on and oE the stage.
Filah Lah Lah is an R&B singer from Pretoria, whose breathtaking visuals are centered in a love for creativity and beauty. The Maybelline Lifter Gloss and Lifter Stix are key to her beauty game, helping her embrace her uniqueness and elevate her style on and oE the stage. She looks forward to more empowering makeup looks with Maybelline and working on new music that showcases her roots as a proud South African woman.
Doowap is a dynamic live mix DJ and artist, bringing the sounds of South Africa to global stages. She’s gearing up to drop high-energy Bacardi anthems, kicking oE with Shay’sthombe—which means “take a picture” in isiZulu. With an overseas tour across Europe and Asia, fresh merch, and festival takeovers on the horizon, 2025 is set to be massive. Now, as the new face of Maybelline, she’s beyond excited to share the magic they’ve created together.
Lasizwe is focused on growing Awkward Dates, reviving past YouTube shows and working with brands that align with his vision. Lasizwe is also prioritizing his mental health and is focused on being fully present. In 2025, Lasizwe’s brand focus will be about strategy, impact and giving back. He is passionate about making a diEerence—whether it’s through charity initiatives or building something meaningful for the community that’s supported him from day one.