Born in Ghana, writer Ama Kwarteng grew up in a suburb outside of Columbus, Ohio. You might ask, “Rascal Flatts or Bow Wow?” In middle school, the Barnard College graduate aspired to be a political reporter, then Tumblr came along. On the platform she found the blog of a girl who was interning at Teen Vogue and it opened her eyes to the world of editorial.

In New York City for college, she pursued the industry. Her first internship was with Seventeen, followed by Marie Claire and Cosmopolitan. She then landed a role at Vogue Magazine, where she spent a year as a Freelance Accessories Assistant. Kwarteng developed a digital Rolodex during her four years as an intern and used it when it came time to obtain her first full-time job. Today, Ama is the Beauty Director at The Coveteur, a role she is making her own.

Your degree in Anthropology with a minor in Art History signals that you wanted to work in a museum as a curator or college professor. Is that a valid presumption?

I realized at 18 that I could change my mind about what I wanted to do because I was so young. I knew I didn’t want to commit to a specific major/career path that early; I wanted to go to a school that would teach me how to think critically, give me time and flexibility to have internships, and provide me with a solid education that would help me succeed in any career I chose. As a result, I took an anthropology class which I thoroughly enjoyed. It enabled me to write stories from various angles and perspectives and gave me the tools to approach the beauty industry holistically.

You interned for President Obama as well as at Seventeen, Cosmopolitan, and Marie Claire. Discuss the dichotomy here and what prompted the change from politics to fashion?

When I was growing up in Ohio, the election of 2012 was a significant event. I saw this opening to participate as a Fellow for the Obama campaign as an opportunity to give politics a shot. My role included grassroots outreach, knocking on doors, and calling people. The experience was enjoyable, but I remember feeling very disenchanted by the entire process, and I think to work in politics, you have to have some sort of blind optimism, and I didn’t have that.

What aspects of fashion and beauty sparked your interest, and why did you ultimately concentrate on beauty?

Beauty is an easy way for women and people of all genders and identities to bond. I found beauty to be an industry that’s related to religion, politics, gender, and history. There are so many entry points for interesting stories to be told. I wrote this story at The Coveteur titled “Church Girls,” about how I watched my mother prepare for church each week and how witnessing that influenced my outlook on fashion and beauty. At Cosmo, I wrote an op-ed about then-Senator Kamala Harris’s silk press and the role it played in a vice presidential debate.

I’m curious about how you view beauty being an African woman from Ghana. How does this affect the lens through which you observe beauty?

I was born and raised in the United States, so that’s a big part of who I am. Having Ghanaian parents and belonging to that community, on the other hand, is also significant. From my family’s perspective, my mother and father were always put together. Everything was as it should be if they were leaving the house. I believe that other minority groups can relate to this, but beauty, fashion, and dress frequently serve as shields against the outside world; It reduces the number of things that people can criticize you for or say you aren’t good. It counters the criticism you might receive as an immigrant or person of color. For better or worse, it’s been a part of my approach to it, and I could never leave my house in sweatpants just how my mother never left the house without makeup and presenting her best self.

When writing a story, are you mindful of the possible audience and influence your words may have as you represent Africa or are you simply writing for an American audience? 

Because I work for an American publication, the audience is primarily American. Nevertheless, I make every effort to provide a variety of viewpoints by ensuring that we interview and converse with a wide range of experts and talent to ensure that the content of our beauty and wellness verticals is diverse.

Tell me about your time at Hearst and how it led to your role at The Coveteur.

I spent almost three years at Cosmo, and I loved it. I started as a beauty assistant, and when I left, I was the associate beauty editor working on both print and digital. Knowing where things go, what headings to use, and how to make the content digestible for the viewer are advantages when thinking about how to package a story, even if it’s digital. In addition, I worked on many amazing shoots and stories at Cosmo, which helped me develop into the writer I am today.

What opportunity did you see at The Coveteur in terms of your career path and what you could offer the brand and bring to the role?

I desired to acquire that skill set and expand my understanding of the luxury industry. I’ve been given permission to completely reimagine the beauty voice and direction since joining Coveteur. It’s a challenge that interested me because I could put my ideas into action.

How do you approach beauty journalism, exactly?

I try to deliver it from a point of view that hasn’t been done before, which can be difficult in this space. A lot of times, especially in women’s lifestyle magazines and websites, you see a lot of the same content packaged repeatedly. I specifically look to find different experts we can talk to and experiment with unusual ways to package our content. I’m genuinely curious about beauty and culture and their role in our lives, from how we see ourselves to how we see each other and our worldviews.

I’ve noticed that you champion Black women through your work. Is there a particular reason for making that a priority?

I try to produce work I wish I had seen when I was younger, work I didn’t even realize I was missing. It’s not just deliberate but also instinctive. I want to turn our beauty vertical into a place where anyone can feel at home.

What is a typical day like for you as the Beauty Director at The Coveteur? 

There is no standard day; my days typically consist of in-person or Zoom meetings with brands to discuss upcoming launches. Writing and editing stories for our freelancers, participating in various editorial discussions, testing out products both in and outside the office, and attending an event or dinner at night.

What is one thing you have accomplished in your career that you’re incredibly proud of?

My cover story with Issa Rae in December 2021, right before the final season of Insecure. I also worked with our Editor-in-Chief and Production Director as it pertains to creative direction for the shoot and I wrote the story. I’ve always admired Issa, her story, determination, and creativity. Being able to amplify her and have that be my first big profile was a fantastic experience.

IG: @amakwarteng

Photo by Robin Blac @beautyisboring