As Ama Qamata embraces her evolution, she is determined to continue telling meaningful stories. That might take a different form than what we’re used to seeing.
“I think the trajectory of what I’m trying to do with my career is definitely behind the camera,” she says. Does this mean we’ll no longer be seeing her on our screens? “I’ll still be in front of the camera but I’d like to have more autonomy in my work. So, I’ll be producing and writing. I’ve definitely stepped into that chapter in my life.”
Considering that she’s constantly improving and growing, what genres or characters does she believe could stretch and challenge her next, in ways that feel aligned with who she’s becoming? “There’s this character I’m working on right now. It’s been very interesting because she’s so different to me; that scared me in the beginning, but the more I research, the more I embody her. It’s exciting because I’m tapping into different elements of myself. I’m embracing even imperfections because this character is so imperfect,” she continues. “I think it's sometimes so easy for us to embrace the good qualities of ourselves but then we see the negative ones as ‘bad’ and try to push them away. But, no, that’s part of who you are and that’s okay. Make room for it.” For many artists, legacy is a significant aspect of how they move through their careers.
At 27 years old, Ama thinks more about the impact and purpose she can have — especially for women in Africa and its diaspora. “I hope that, in whatever I do, I will make women from this continent proud. I hope they feel seen through me,” she says, further commenting on the incredible surge of African talent that’s being recognised worldwide. For her, stepping into the global beauty family of L’Oréal Paris has been a pivotal opportunity. “Wow! It’s been great,” Ama enthuses. “It’s been really great that I get to join such an impactful brand. What I love about them is that it’s not just about beauty, it’s focusing on purpose and redefining what beauty means. It’s not just about how you look but how you show up in the world and what values you carry.” Weighing in further on L’Oréal Paris’ brand mission, she asserts that it’s powerful in today’s beauty landscape. “It’s in everything I do. As a person, to know that I’m worth it is powerful.” Representing African women on a global stage as the Sub-Saharan Africa ambassador for L’Oréal Paris is not only a remarkable achievement, it’s also a responsibility she doesn’t take lightly. “Growing up, a woman who looked like me wasn’t necessarily considered the beauty standard. To be able to carry this title is special for me. It’s about redefining what beauty means and also who gets to be seen.”
As Ama steps with intention into her alignment era, her journey mirrors L’Oréal Paris’s mission to create beauty that moves the world ; rooted in purpose, empowerment, and impact. Her advocacy for self-worth and representation aligns powerfully with a brand that champions every woman’s right to feel seen and celebrated. And while Ama speaks beautifully to the internal confidence behind the iconic “I’m Worth It,” her partnership with L’Oréal Paris also reflects how the brand’s science-backed innovation supports that feeling from the outside in. With products designed through decades of research and technological advancement, L’Oréal Paris equips women to honour their worth through high-quality, effective beauty solutions. Together, Ama and L’Oréal Paris expand the meaning of “I’m Worth It” into something holistic; a harmony of inner assurance and outer care, both grounded in authenticity, intention and the transformative power of beauty, particularly formulated for African skin. Ama unpacks her sentiments on worth in her Brand Introductory Video , where she speaks about the humility and kindness her mom taught her. Expanding on how she carries those lessons into her life and work, especially in an industry focused on image, she says, “I feel like those principles are so ingrained in me.
It’s just something I learnt and it’s a principle I grew up with. So, it’s not really an effort to step into it. I think it’s just who I am.” It’s commendable that she remains authentic, grounded by her family, in an industry that constantly expects artists to change or perform. Following a turbulent year, her message of hope as we enter 2026 is: “Have the courage to see things through. Sometimes, things feel very uncertain and we don’t know what tomorrow brings. I certainly didn’t expect to lose my dad in 2025, but it’s one of the things I’ve had to carry.” “Beyond that,” she continues, “a lot of things that have come my way have come so unexpectedly. I wouldn’t take back anything, good or bad. It revealed to me how strong I am, how resilient I am and the courage it takes to see things through. I believe life rewards braveness — you have to participate in your own breakthrough.
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