Love Island’s Maya Jama replaces Kate Moss to sign megabucks deal for iconic brand
MAYA Jama has replaced supermodel Kate Moss as the face of Rimmel London after signing a multi-million pound deal with the cosmetics brand.
The Love Island presenter, 28, shot her first campaign on Thursday having taking over from Kate, 49 — who fronted the beauty firm for almost two decades.
The contract is a sign of Maya’s growing stature in the industry.
However, insiders warned that appointing a much younger woman as their new ambassador could spark an ageism row.
A source said: “Rimmel is one of the biggest brands in beauty with a very British core, so pinpointing Maya to be their figurehead shows she’s very much the It Girl of the moment.
“They needed a big name to take over from Kate, who had already stepped back from the role.
“Rimmel believes Maya ticks that box — plus they hope she can also appeal to a younger and more diverse audience.
“A backlash is expected given Maya is nearly half Kate’s age, but the company are happy with their decision. It’s a dream come true for Maya.”
The former Radio 1 DJ, who is worth £2million, brought out her own skincare range in 2020.
She has also released fashion collections with PrettyLittleThing and JD Sports, plus modelled for brands such as Adidas and Maybelline.
The Bristol-born star has been a hit with Love Island fans after replacing Laura Whitmore, 37, on the ITV2 show in the current winter series.
Her previous TV gigs include BBC3 make-up show Glow Up, ITV talent series Walk The Line and BBC1’s Peter Crouch: Save Our Summer.
