Jaha Dukureh becomes the first honouree of the L’Oréal Paris Woman of Worth program to be named an international spokesperson for the brand. A staunch advocate for women’s rights, Dukurehs’ tireless efforts are recognized across the globe. By the age of 30, Dukureh was named a UN Women Goodwill Ambassador for Africa; placed onTime 100 – Time Magazine’s list of the most influential people, and nominated for a Nobel Peace Prize for her non-profit work to help end female genital mutilation. In 2015, Dukureh’s work resulted in FGM being finally outlawed in her home country of Gambia.  Dedicated to upturning cultural norms and empowering women to take control of their own bodies and lives, Dukureh’s signing marks a powerful new direction in sharing the signature L’Oréal Paris message: believing your self-worth is a power.

“To join L’Oréal Paris is also the L’Oréal Paris family joining me in my fight to empower women to defend their own rights,” says Jaha Dukureh. “Signing a contract with the number one beauty brand in the world, supports my conviction – FGM does not define me, nor any women, even as we live with its impacts. To represent L’Oréal Paris is a way to raise my voice for women and the pain they have suffered. I could not be prouder to share L’Oréal Paris’ message: believe in yourself, your voice matters. Yes, you are worth it.”

In 2015, L’Oréal Paris recognized Jaha Dukureh as a Woman of Worth honouree – highlighting her impact as the founder of non-profit organization Safe Hands for Girl, an organization fighting to end FGM and child marriage and provide a safe space for survivors. Today, Safe Hands for Girls has prevented an estimated 1 million girls and women from undergoing FGM, including Dukureh’s own sister, and campaigns to prevent some 15 million marriages involving children.


“We are so delighted to welcome Jaha Dukureh to the L’Oréal Paris family as a global spokesperson,” said Delphine Viguier-Hovasse, Global Brand President, L’Oréal Paris. “Honoree for the Women of Worth Award and nominated for a Nobel Peace Prize, Jaha’s fearless activism has changed the lives of more than a million girls. Her strength has emboldened so many to speak up for the right to their own destiny. She’s a powerful voice for the personal empowermentL’Oréal Paris promotes for all women.”

Building her platform for change and to empower women, Jaha Dukureh will make her debut forL’Oréal Paris in 2020, staring in the campaign for Colour Riche.