Thursday, September 28, 2023

L’Oréal makes history by casting a hijab-wearing model in a hair campaign

Another Hijab wearing woman has once again made an overdue breakthrough with yet another major international brand, this time in the beauty scene.

French cosmetics company L’oreal Paris has made history by casting a hijab wearing model in their new Elvive hair campaign. The brand took the bold, yet necessary step towards inclusiveness by featuring British beauty blogger and influencer Amena khan in the new campaign for their Elvive Damaged hair control shampoo. Amena is famous for her beauty tips, fashion and beauty advice and reviews on social media.

“For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It’s an expression of who I am.” Amena for Vogue Uk.

She became a part of the L’oreal Paris family around the second quarter of 2017.

“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. Hair is a big part of self-care.” Amena for Vogue UK.

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