Brazilian model Luma Grothe has been named L’Oréal Paris’ newest spokesperson. The social media-loving model took to Instagram to announce the news today and tells WWD, “I am very proud to represent such an inspirational brand. To me, ‘Because you’re worth it’ is even more than a legendary slogan I grew up with. It’s a motto that continues to resonate in my generation. L’Oréal Paris has always been promoting beauty in all its diversity and showing women that self-confidence is the key of well-being.” Luma, who is part German, Japanese and African, joins fellow models Karlie Kloss, Lara Stone, Liya Kebede and Barbara Palvin, who all also serve as faces for L’Oréal Paris.
Cyril Chapuy, L’Oréal Paris brand global president, tells WWD, “Luma’s magnetic charisma combined with her dazzling, deep emerald eyes made her the trendiest up-and-coming model. She is the poster girl of a modern and multicultural vision of beauty, and we are so pleased to welcome her to the L’Oréal Paris family.”