Lira named as first African influencer for Bobbi Brown

The 37-year-old singer and model will star in print and online campaigns in South Africa

Singer and model Lira has been named as the first African influencer for Bobbi Brown, with campaigns due to roll out in South Africa.

The 37-year-old is a multi-platinum award-winning singer who produces R&B, jazz and African-inspired music. She was recently a coach on the South African version of The Voice.

As part of her partnership with the Estée Lauder brand, Lira will star in print and online campaigns as well as on Bobbi Brown Cosmetics South Africa and her own social media platforms. The campaign will be shot in Johannesburg featuring locally sourced talent and designs from womenswear brand Loin Cloth & Ashes by Anisa Mpungwe.

Lira said: “I’m thrilled to be the first African to formally collaborate with this global brand. I love Bobbi’s makeup and I admire how her products bring out the individual beauty in every woman and how easy she makes it for all women to look and feel their best.”

Meanwhile, Loren Dreyer, GM Estée Lauder Companies SA & SSA, added: “Partnering a fellow South African icon with an incredible global brand is an exciting moment. This collaboration will continue to amplify the brand’s original mission of delivering a range of make-up colours that work for all women. We look forward to this partnership and the continued success of the Bobbi Brown brand in the South African market.”

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