May 14, 2020
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Who is Jaha Dukureh, the new activist ambassador for L'Oréal Paris?

May 14, 2020

The French cosmetics giant has stepped up its commitment to the emancipation of women with the recruitment of Gambian activist Jaha Dukureh as its new international ambassador. An activist in the fight for women's rights, and even more so in the fight against female genital mutilation (FGM), of which she herself was a victim, Jaha Dukureh has been honored with numerous awards for her remarkable contribution to these causes. Here is a look back at the selfless journey of an exemplary young woman, who is only 31 years old.

Having supported women for decades, L'Oréal is strengthening its commitment to the cause with several initiatives in 2020. A case in point is the creation of the L'Oréal for the Future program to support organizations and charities that help women in highly vulnerable situations. Another major initiative is the appointment of Jaha Dukureh as the new international ambassador for L'Oréal Paris. Although the brand has a history of working with committed spokespersons, it has never before called on such a prominent activist in the fight for women's rights.

Jaha Dukureh was only one week old when she was subjected to female genital mutilation (FGM) and only 15 years old when she was taken to the United States for an arranged marriage. Two years later, the young woman managed to dissolve the marriage, went to school, obtained a degree, and then, at only 24 years of age, launched Safe Hands for Girls, a nonprofit organization that works to end FGM and child marriages while providing support for victims.

Named as a UN Women Regional Goodwill Ambassador for Africa, listed as one of the world's 100 most influential people by Time magazine in 2016, nominated for the Nobel Peace Prize in 2018, and a winner of a L'Oréal Paris Woman of Worth award, Jaha Dukureh has made a major contribution to bringing global resonance to the cause of women, but that's not all. Her commitment has also led to the banning of FGM in the Gambia.

Self-esteem and assertiveness, commitment, and emancipation are values that led L'Oréal Paris to make Jaha Dukureh its new global ambassador. She joins the brand's many spokespeople, including Cindy Bruna, appointed at the end of April, who is herself a campaigner for the inclusion and emancipation of women.

"I am officially part of the @lorealparis family! Today I became the newest international spokesperson for the brand...Thank you L'Oréal for believing in me and showing the world that we are all worth it," Jaha Dukureh posted on her Twitter account.

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