GAME FACE
Maya Jama talks make-up cheats, skincare heroes and why the future of foundation is bright for diversity…
SHE IS ALREADY one of the most notable rising stars in the UK (and our current Instagram obsession): now Maya Jama is becoming a champion of diversity in make-up. The 23-year-old is joining fellow Londoner Jourdan Dunn to front Maybelline’s Fit Me Foundation, which is extending its current shade offering of 20 to 35 – making it one of the most extensive on the high street. For Maya, this contract isn’t just a job, but something that resonates with her on a very personal level. ‘Growing up I actually didn’t wear foundation for years because I couldn’t find one that matched my skin tone,’ she explains. ‘My mum is Swedish and has fair skin, so we were completely different shades and I couldn’t use hers either. I would use bronzer all over my face because it was the closest thing I could get to coverage.’
Maya’s teenage experience with makeup was, shockingly, less than a decade ago. ‘I’m so happy to be part of the campaign because I’m like, finally, something where there’s a shade for everyone. You can actually find your tone and not have to blend 30 together.’
This should never have been acceptable. Foundation’s sole purpose is to offer skin coverage, and skin comes in a multitude of tones but, sadly, Maya’s experience is far from an anomaly. However, with brands putting their focus on diversity, the landscape is changing. And this story is a positive one. ‘ To me, this foundation really is perfect because it’s affordable, effective and looks just as good as all the higher-end brands I’ve tried. You would never guess it was high street.’
In terms of application tips, she waxes lyrical about fixing spray: ‘I always use one before putting my make-up on and throughout. Concealer, spray. Foundation, spray. Then if you have long days like mine it actually stays flawless the whole day.’ Equally, she doesn’t rely on tools to get her glow. ‘I’m quite hands-on when it comes to make-up. I use my fingers to get into all the creases.’
As for skincare prep, Maya is a selfproclaimed ‘proper face-masker and moisturiser’ and cites Kiehl’s as her go-to brand – particularly the Turmeric & Cranberry Seed Energizing Radiance Masque, £34, and Midnight Recovery Concentrate, £38. ‘For ages I thought having oily skin meant I shouldn’t use creams and oils, but actually my skin overcompensates for lack of oil without them. So now I’m all moisture, moisture, moisture,’ says Maya. If that’s the way to get Maya’s glow, then we’re on board.