L’ Oré al Paris has made tremendous strides toward inclusivity by casting Amena Khan ― a British beauty blogger which wears a hijab ― because of its latest hair care product, Elvive.
The blogger, model and co-founder associated with Ardere Cosmetics, Khan has the new collaboration “ game modifying. ” She is the first woman that wears a hijab to be showcased in a major mainstream hair advertisement.
“ How many brands performing things like this? Not many, ” Khan told Vogue UK immediately . “ They’ re literally putting a girl in the headscarf ― whose hair a person can’ t see ― in the hair campaign. Because what they’ re really valuing through the marketing campaign is the voices that we have. ”
“ You have to wonder ― why is this presumed that women who don’ capital t show their hair don’ t take care of it? ” she said. “ The opposite of that would be that everybody that does show their hair just looks after it for the sake of showing this to others. And that mindset pieces us of our autonomy and the sense of independence. Hair is really a big part of self-care. ”
Khan, who has more than 570, 000 supporters on Instagram, has posted lots of images to celebrate her most recent achievement.
“ So… lately I’ ve had a complex relationship along with my hair feeling lacklustre, ” she wrote in one caption. “ When I take off my scarf, I would like my hair to be more glowing — don’ t we all? I’ m so excited and incredibly happy to announce that I’ meters part of the new L’ Oré ‘s Paris Elvive World of Treatment Campaign. ”
At the same time when U. S. President Donald Trump is amplifying the particular Islamophobic messages of far-right groups such as Britain First , some brand names ― like Mattel plus Nike pas cher ― are making a place of providing greater visibility meant for Muslim women.
“ For me, the hair is an extension of our femininity, ” Khan told Style UK. “ I love styling our hair, I love putting products within it, and I love it to smell great. It’ s an expression of who have I am. ”