New York-based cosmetics company Maybelline has named Nigerian Afrobeats singer Ayra Starr as its spokesperson for sub-Saharan Africa
The announcement was made on 30 March, and the role will see the singer represent the firm as a brand influencer across the region. She will also be involved in various initiatives aimed at promoting women’s empowerment and self-expression.
“Introducing Ayra Starr to the Maybelline fam,” the company said. “Ayra is an international music artist with hits all across the world, has amazing style, and is THE Nigerian it girl! We can’t wait for all of you to be taken on the Ayra Starr experience with us.”
Signed to the Don Jazzy-led Mavin Records, Ayra Starr also represents UK skincare line L’Avyanna Skin Naturals. In September 2021, she was unveiled as brand ambassador for Pepsi.
Born Oyinkansola Sarah Aderibigbe, Ayra Starr burst onto the Nigerian music scene in 2021 with her self-titled debut EP and album 19 & Dangerous. In October last year, she released the album’s deluxe edition, with Grammy award-winning legend Kelly Rowland on a remix of focus track ‘Bloody Samaritan’. Ayra Starr also guested on Wizkid’s latest LP More Love Less Ego.
In December, she was named by music video network Vevo, alongside fellow Nigerian musicians Oxlade and Nonso Amadi, as an artists on the cusp of global breakthrough in 2023.
Meanwhile, the singer released her new song ‘Sability’ last month, which is her first solo single this year. The track has already amassed more than 12 million views on YouTube alone.