Rising star Ama Qamata champions self-care amid the pressures of fame

Self-care is a little more complicated than one would think, at least for me. Between fighting the hustle culture ingrained in my veins and slouching around doing nothing, I never seem to make the time to take care of myself. The universe seems to be sending many hints my way on how to overcome this. God’s latest whisperer is actress and creative entrepreneur Ama Qamata (27).

“It’s good to have a routine. I love gym and always make time to do things that ground me as a person and bring me back to my mind,” the rising star says. “I’ll have my walks because I feel like that’s the only time I pay attention to myself and let out my thoughts. I cry on my walks. It’s just me time, a time when I prioritise myself.”

Creative entrepreneurship is a good summation of the very dense portfolio of one of South Africa’s most promising entertainers, so you can only imagine how vital self-care and discipline are in her life. These foundations are the key to her barnstorming ascent.

“I think when you start doing those things and experiencing how it makes you feel and the growth that it brings to your lifestyle and your life, it’s easy to build on that.”

Qamata has evidently done a great job of keeping her feet on the ground despite the many exciting opportunities and achievements she has had in her short yet illustrious career. From international stardom thanks to the Netflix teen drama series Blood & Water to local acclaim for her role on Mzansi Magic’s telenovela Gomora, praise has followed the Eastern Cape-born actress.

With that praise has come pressure, but her strong sense of self helped her to discern her next steps personally and professionally.

The recent announcement that she would be the sub-Saharan Africa ambassador with the global beauty brand L’Oréal Paris is a great illustration of the positive effects of her grounded, measured and methodical thought processes — all a result of her self-care.

“I feel so aligned with this brand. I feel so privileged not only to be a part of this iconic brand, but also iconic women from all around the world who look different. To be a part of a sisterhood who empower women all over the world is quite special.”

The pressure to live up to perfection is something Qamata has fought hard to overcome.

“You need to make mistakes. That is how you learn and how you grow. That is God refining you and building you,” she says.

Representing Africans

L’Oréal and other beauty brands have also learned their lessons on their consumer base and the people they choose to represent them on shores beyond their countries of origin.

Gone are the days when their ambassadors in Africa were African-Americans. Disposing of the “one size fits all” mentality, they are  instead looking for authentic connection that goes beyond looks and resonates with people’s stories.

For Qamata, this was a very important factor when deciding whether this opportunity was something she wanted. Connection cannot be limited to aesthetics but has to relate to the lived experience.

“What I appreciate about what L’Oréal is doing on the continent right now is that they looked at what the needs of the people on the continent are. I think we’re taking steps and seeing how we can have more representation, and how we connect to the people.”

How one positions oneself in the public domain is pivotal in a profession as fickle as entertainment. Reaching this point has necessitated that Qamata be steadfast in her vision, making sure not to take up just any offer for the sake of a cheque.

“People got introduced to me when I was 21, and even then I knew what brand pillars were. I knew that I wanted to be seen as an actress, not as an influencer. I turned [opportunities away] because I was following the brand pillars that I set out for myself.”

Creating this pathway has been beneficial for her, producing the latest of many feathers in her cap through the movie Fight Like a Girl.

“In this climate you can’t afford to just be one thing,” Qamata says. “I’m happy to do it because it stretches me and makes me grow. Every hat requires a different forcefulness or energy.”

Shot in Goma in the Democratic Republic of Congo, the film earned her a Rising Star Award at the 2024 Naples International Film Festival and a Best Actress nomination at the 2023 Africa Movie Academy Awards, proving once again how unequivocal allegiance to her vision has served her well.

On producing, Qamata feels it’s “definitely the trajectory I am on or that I am looking to have. I would like to be both behind the scenes and in front of the camera because I love acting. But I think [producing] gives me more autonomy and agency.”

Each opportunity taken to branch out requires a great deal of faith, not just in oneself, but at times in a higher being. This is true of the former University of Cape Town student, who believes self-doubt and fear have been the greatest obstacles in her journey so far.

“The lesson I am learning is to trust God and to always have faith in Him. Even with this ambassadorship with L’Oréal, I didn’t have to go outside of myself and be something that I am not.

“In a society where we are constantly chasing trends and relevance, I really just decided to be authentic. And God was like ‘I got you, don’t worry, I’ll align everything for you.’ But obviously you have to participate in your own breakthrough.”

This participation begins with the regular walks and the dedicated “me” time she sets aside for her self-care. The L’Oréal ambassadorship is bound to expose her to many people and varying tugs in many a direction, so her self-assurance needs to be at an all-time high.

Beyond herself, this new responsibility is something Qamata sees as a baton divinely passed on to her to help more young women like herself. 

“I’m really intentional with my ambassadorship with L’Oréal to really lift as I rise — to really reach out to communities, work with young women and see where we can empower and help where we can.”

If there is anything to take from Ama Qamata’s story so far, it is the power that taking care of oneself has.

I have heard God’s whispers — I’m only a walk away from a little clarity and self-love. Perhaps you are too. DM

S’bo Gyre is an entertainment specialist and freelance writer.

This story first appeared in our weekly Daily Maverick 168 newspaper, which is available countrywide for R35.