“I had a skincare routine from about 10 years old, which was quite unnecessary, but I was just copying my mum,” laughs Maya Jama. It’s clear that the TV and radio presenter has always had a soft spot for skincare, but she has no qualms about its role in her life: “I’ve always been a bit of a party girl, and I’ve never really eaten that well, so in my mind, I make up for all of my sins with skincare.”
It’s this refreshingly honest attitude that sets Jama’s skincare brand, MIJ Masks, apart from other celebrity beauty lines and the overarching trend towards skincare therapy that we’ve seen this year. That’s not to say that MIJ Masks can’t be used therapeutically—Jama swears by them on mornings when she hasn’t had much sleep or is feeling a bit rough. At its heart, this is skincare that feels fun.
