L’Oreal Paris caused an international frenzy after it featured hijab-wearing model Amena Khan in their new hair campaign.
In the video, the British beauty blogger is seen dressed in a pink outfit with a matching headscarf.
“Whether or not your hair is on display, doesn’t affect how much you care about it,” Khan says in the ad.
As the first woman who wears a headscarf to feature in a major mainstream hair campaign, Khan called the collaboration “game changing.”
“How many brands are doing things like this? Not many,” Khan told Vogue UK on Sunday.
“They’re literally putting a girl in a headscarf — whose hair you can’t see — in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have.”
The business woman, social-media star and mother also pointed out that even though she doesn’t show her hair in public, she does however spends most of her time at home or with family without a headscarf. She explained that hair care is an important part of taking care of one’s self, whether it is seen or not.
“You have to wonder – why is it presumed that women that don’t show their hair don’t look after it? She said, “Hair is a big part of self-care.”
The ad for L’Oreal’s new haircare product line, Elvive, features a diverse cast of women and men with different hairstyles.
The French cosmetics company joins brands such as Nike and CoverGirl, who have also featured Muslim women in their ad campaigns.
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