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Love Island’s Maya Jama replaces Kate Moss to sign megabucks deal for iconic brand

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MAYA Jama has replaced supermodel Kate Moss as the face of Rimmel London after signing a multi-million pound deal with the cosmetics brand.

The Love Island presenter, 28, shot her first campaign on Thursday having taking over from Kate, 49 — who fronted the beauty firm for almost two decades.

The contract is a sign of Maya’s growing stature in the industry. However, insiders warned that appointing a much younger woman as their new ambassador could spark an ageism row.

A source said: “Rimmel is one of the biggest brands in beauty with a very British core, so pinpointing Maya to be their figurehead shows she’s very much the It Girl of the moment. “They needed a big name to take over from Kate, who had already stepped back from the role. “Rimmel believes Maya ticks that box — plus they hope she can also appeal to a younger and more diverse audience. “A backlash is expected given Maya is nearly half Kate’s age, but the company are happy with their decision.

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