The beauty world descended on Johannesburg’s Kyalami Grand Prix Circuit on 19 September as L’Oréal Paris brought its Ultimate Makeup Masterclass Volume 3 to life, welcoming hundreds of beauty lovers for a day dedicated to makeup artistry, product discovery, self-expression and, of course, a little glamour.
Now firmly established as one of the most anticipated beauty experiences on the South African calendar, the masterclass has grown considerably since its first edition. Its success reached a major milestone in 2024, when L’Oréal Paris South Africa set a Guinness World Records title for the largest make-up application lesson, with 442 participants taking part in Johannesburg on 7 December 2024.
Volume 3 continued that momentum, with L’Oréal Paris describing the event as the World’s Biggest Makeup Masterclass. According to L’Oréal Senior Product Manager Foyin Ogunrombi, 600 people attended this year’s experience, which brought together professional makeup artistry, interactive beauty stations and some of South Africa’s biggest entertainment names.
At the centre of the experience was Harold James, L’Oréal Paris’ Global Makeup Artist and Artistic Director, who brought his international expertise to the Kyalami stage. Actress Ama Qamata, the brand’s Sub-Saharan Africa ambassador, served as his muse for the masterclass, giving attendees the opportunity to watch a professional beauty look come together while picking up tips and techniques along the way.
The masterclass has also become synonymous with Bonang Matheba, who has hosted the South African editions and returned for Volume 3. Her relationship with the event has made her a familiar face within the L’Oréal Paris experience, bringing together her influence across beauty, fashion and entertainment. Ahead of the latest instalment, L’Oréal Paris confirmed that Matheba would return to host the event alongside Qamata and James.
Beyond the star power, however, the real focus of the day was the beauty lover. L’Oréal Paris transformed the Kyalami venue into an interactive beauty playground, creating a series of stations where attendees could explore the brand’s products and experience different aspects of its beauty offering. From foundation matching stations to Elvive haircare activations, guests could receive hair treatments, take part in games and stand a chance to win prizes, making the event as much about participation as it was about watching the main-stage masterclass.
Speaking to Previdar at the event, media personality Nomalanga Shozi, who hosted the activations area, said she particularly enjoyed seeing attendees engage with the brand beyond the main stage. “It has been so much fun getting to interact with the makeup lovers here. L’Oréal did a great job of making sure that people could actually experience the brand for themselves. There are so many different stations where attendees can interact with the products, try things out and learn more about what works for them, rather than simply watching a demonstration,” she said.
When asked about her ultimate L’Oréal Paris makeup product, Shozi did not hesitate. “The brow lamination gel, easily. I love, love eyebrows. They are the key to a great makeup look, and I really like the gel that L’Oréal offers. For me, the brows can completely change the way a makeup look comes together,” she said.
The emphasis on consumer interaction was echoed by L’Oréal Paris Senior Product Manager Foyin Ogunrombi, who explained that the masterclass was created with the brand’s consumers firmly in mind. “We wanted our consumers to be part of the story. We wanted them to have the opportunity to learn from some of the best in the industry, but also to experience our products for themselves and engage with the different parts of the L’Oréal Paris universe. The response has been incredible because people are not just coming here to watch a masterclass. They are coming to learn, experiment, have fun and become part of the community,” she said.
That sense of community extended to the brand’s messaging around self-worth. Ogunrombi also spoke about the evolution of L’Oréal Paris’ famous “Because You’re Worth It” messaging to “You’re Worth It”, explaining that the shift was intended to reinforce the original message while placing greater emphasis on the individual.
“We wanted to emphasise our original messaging and put the focus firmly on the individual. That is why we engraved ‘You’re Worth It’ on the mirrors throughout the masterclass. We wanted people to see that message and understand that it is not simply a slogan. It is something that should feel personal and relevant to them,” she explained.
The message is deeply rooted in the identity of L’Oréal Paris. The brand introduced its iconic “Because I’m Worth It” tagline in 1971, and it has remained closely associated with ideas of confidence, self-worth and empowerment for more than five decades.
While the activations offered plenty of opportunities to experiment, the main masterclass brought the focus back to the fundamentals of good makeup. Harold James shared practical advice throughout his demonstration, including the importance of regularly washing makeup brushes, finding products that work for your individual needs and understanding that the purpose of makeup is not necessarily to hide, but to enhance.
His approach reflected the wider spirit of the event. Beauty was presented as something personal and individual, with attendees encouraged to discover techniques and products that make sense for them rather than follow a single definition of what a finished makeup look should be.
With 600 attendees filling the Kyalami venue, a Guinness World Records title already attached to the South African masterclass series and an established roster of local and international beauty talent, L’Oréal Paris has transformed its masterclass from a traditional beauty lesson into a full-scale consumer experience.
And perhaps that is the secret to its growing appeal. At Kyalami, L’Oréal Paris did not simply tell beauty lovers which products to use. It invited them to try, learn, experiment and become part of the experience, proving that sometimes the most memorable beauty lessons happen when you get to play with the products yourself.
