Is Maya Jama some kind of beauty industry diviner? In the year where we all spent a lot of time inside and, let’s be honest, continue to do so, Jama launched her own beauty brand. Her skincare line MIJ Masks launched with two masks—a hydrating all-over face mask and a some eye patch masks—and sold out in just 24 hours after it was released. When we spoke to her in December 2020, she told Who What Wear that even if she’s only had two hours sleep, “I’ll put on a face mask and it’ll feel like everything’s okay, even when it’s not”. It’s no wonder then that beauty products have continued to sell incredibly well over the pandemic.
Jama’s love of looking after her skin shouldn’t come as a surprise to anyone who follows her on Instagram. The TV presenter’s beauty brand had been a long time coming, as she often posted selfies wearing face masks (the original, beauty kind) on flights or on the way to work in the back of a cab. It became clear that she’d started some sort of trend when her followers started doing the same and tagging her in their stories. And it’s hard to not understand the appeal—Jama has an approachable personality and it feels like you’d just be sharing a selfie with a mate.
