"To me, “Because you’re worth it” is even more than a legendary slogan I grew up with, it’s a motto that continues to resonate in my generation. It’s a timeless and current statement!"
Luma Grothe

Luma Grothe for l'Oréal Paris


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Luma Grothe


Brazilian born and raised, Luma Grothe’s striking beauty also comes from her German, Japanese and African roots. Spotted at 16 and signed immediately after, Luma moved to Sao Paulo, encouraged by her united family. Merely six months later, she was on her way to London, which marked a sharp turn in her career. With her positive attitude and bubbly spirit, she learned English in less than three months and started making a name for herself.


Luma challenges the fashion catwalks and gives a fresh and independent feeling to the next supermodel generation. Mesmerizing the web with her strong and edgy social communities, she’s escaping from every stereotype thanks to her cutting-edge yet feminine look that definitely gets heads turning.

Luma Grothe


Set on an amazing path to the runways of Paris, Milan and New York, Luma has walked for leading fashion brands such as Burberry, Vivienne Westwood, Versace and Dsquared2. When she isn’t posing for Mario Testino, Ellen Von Unwerth or Mert & Marcus among others, Luma is on the covers of highly influential magazines. Between catwalks and shootings, she embraces her digital generation. As an insatiable social media enthusiast, Luma religiously tags, posts and regrams to constantly stay connected with her followers.