L’Oréal Is Making History By Casting a Hijabi in Latest Hair Campaign

Hijabi + Hair campaign. Yes, you are reading it right. L’Oréal just introduced their new hair ad across all social media platforms and when I saw it, I was absolutely thrilled! For the very first time, the brand featured a hijabi – Amena Khan, a British beauty blogger, model, and the co-founder of Ardere Cosmetics. Khan is part of the new L’Oréal Paris Elvive World Care Campaign where she joins a diverse line up of women and men to promote the message that people are “Worth It”. She called the new collaboration “game changing”.

In an interview with Vogue UK, Amena said she didn’t start wearing a hijab until her 20s, but that even before that, she never saw anyone she could relate to in the media. “I think seeing a campaign like this would have given me more of a sense of belonging. (…) I trusted L’Oréal that they would communicate the message well. 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.”

“Do you shower with your hijab on?”

Women wearing a hijab face many misconceptions (cfr. the idea they shower with their headscarf on is just one of them); some people mistakenly believe that, because of the fact that they choose to cover their hair in public, they don’t take care of it or enjoy it for themselves. Fact is, just like many other girls, they want healthy, shiny hair as well.

You have to wonder ― why is it presumed that women who don’t show their hair don’t look after it? The opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others. And that mindset strips us of our autonomy and our sense of independence. – Amena Khan

Representation and casting

It seems like the beauty industry is finally making the necessary strides towards inclusivity and diversity. Several brands – like Nike and Mattel – are making a point of providing greater visibility for Muslim women.