THE WHAT? L’Oréal has named Yassine Bakkari as the Managing Director for the East African region. In his new role, Bakkari will oversee operations in Kenya, Tanzania, Uganda, Rwanda, Burundi and Ethiopia, according to a report published by The Star.

THE DETAILS Bakkari replaces Serge Secre, who has moved over to the South African unit. Prior to his appointment, Bakkari was Operations Director for the French beauty giant’s Middle East division.

THE WHY? Africa is a fundamental market to L’Oréal, the Star reveals. Bakkari told the publication, “As a global company producing some of the world’s most trusted brands like L’Oréal Paris, Garnier, Mizani, Nice & Lovely among others, this region is a critical part of L’Oréal’s efforts to create the beauty that moves the world.”