South African star Amamkele Lithemba Qamata has been unveiled as the Sub-Saharan Africa ambassador for L’Oréal Paris, marking a powerful new chapter in her career.
Amamkele Lithemba Qamata, the South African-born actress adored for her breakout roles in Gomora and Blood & Water, has been named the new Sub-Saharan Africa ambassador for L’Oréal Paris. For decades, the iconic French beauty house has partnered with ambassadors from all walks of life-icons in film, fashion, and music – to reflect the diversity of its global audience. With Qamata joining this legacy, the message is clear: beauty has no boundaries.
Qamata has always been intentional about aligning with brands that match her values and principles, which makes this partnership feel like a natural fit. L’Oréal, with its ethos of celebrating uniqueness, individuality, and womanhood, resonates perfectly with her own journey.
This announcement comes at a deeply personal time, as Qamata mourns the passing of her father. Far from deterring her, it has ignited a renewed determination to embody the brand’s powerful slogan: “Because we’re worth it.” For her, the phrase goes beyond surface beauty – it’s a declaration of resilience, self-worth, and grace through every season of life.
By stepping into this role, Ama follows in the footsteps of celebrated South African powerhouses such as Thuso Mbedu, Bonang Matheba, Leanne Manas, Liesl Laurie-Mthombeni, Anlia Etzebeth, and Thembi Seete. She now prepares to walk the runway at the L’Oréal Paris fashion show, Le Défilé, in the City of Light – a symbolic moment that signals the beginning of an inspiring new chapter.
Ama Qamata’s journey is just unfolding, but one thing is certain: she is worth it.
