Luma Grothe with L'Oréal Paris
“To me [‘Because you’re worth it’] really means that every woman, no matter her age or ethnicity, deserves to be beautiful and feel beautiful.”

LumaGrothe for l'Oréal Paris

Cutting-edge yet feminine beauty

All Spokespersons

Hypnotic Bold Beauty

Brazilian born and raised, Luma’s striking beauty also comes from her German, Japanese and African roots. Spotted at 16 and signed immediately after, Luma moved to Sao Paulo, and just six months later was on her way to London, marking a sharp turn in her career. As a L’Oréal Paris spokesperson, Luma embodies the philosophy that the brand has always been promoting - beauty in all its diversity and showing women that self-confidence is the key of well-being. With her positive attitude and bubbly spirit, Luma learned English in less than three months and began making a name for herself and has featured on the front cover of influential magazines, including VS, Vogue Italia and Grey.

One of the Most Instantly Recognisable Faces in Fashion

Luma Grothe challenges the fashion catwalks with her cutting-edge yet feminine look and gives a fresh and independent feeling to the next supermodel generation. Luma has walked the runways of Paris, Milan and New York for leading fashion names such as Burberry, Vivienne Westwood and Versace, and posed for world renowned photographers Mario Testino and Ellen Von Unwerth to name a few.

Social Media Aficionado

Between catwalks and shootings, Luma embraces her digital generation. As an insatiable social media enthusiast, she religiously tags, posts and regrams to constantly stay connected with her followers.