Rekia Edu, a proud Ghanaian and alumna of Ghana International School, has been appointed Global Campaign Manager for Yves Saint Laurent Makeup in L’Oréal’s Luxury Division, leading the brand’s largest category.
The promotion marks a major milestone for Edu, who has consistently advocated for African representation and innovation in the beauty industry.
Her new role positions her at the center of global beauty strategy, proving that African professionals can excel on the international stage.
Edu’s journey to this point has been marked by groundbreaking work in Sub-Saharan Africa. As Regional Marketing and Brand Experience Lead at L’Oréal, she was instrumental in shifting how beauty brands engage with local markets.
During the 2025 Maybelline Glamland convention in Lagos, Edu pointed out the importance of partnering with professional makeup artists rather than relying solely on influencers.
“We realized we had never focused on the professionals in the industry,” Edu said at the time. “We always focus on consumers and influencers and create the strategy around what consumers want and what influencers are interested in.”
Her approach resonated strongly in Africa’s rapidly evolving beauty landscape, where masterclasses and experiential events are redefining brand-consumer connections.
Under her leadership, L’Oréal’s strategy highlighted trusted industry voices, bridging the gap between international brands and African consumers.
Edu is being celebrated at home and abroad as a symbol of African excellence in luxury beauty.
