L’Oréal casts first hijabi model in its new advert

As a first, cosmetics brand L’Oréal featured beauty blogger Amena Khan of London – a hijabi – in its latest haircare campaign to promote equality of religious representation and personal choice.

Combatting the perceived notion that girls who wear hijab do not take care of their hair, Amena said, “You have to wonder – why is it presumed that women that don’t show their hair don’t look after it?”

Amena Khan, who has a fan following of 570,000 on Instagram, stated that she is happy to see brands acknowledging the fact that hijabis still want to take good care of their hair.

She has appeared in the latest Loreal Paris’ Elvive ad alongside Cheryl and Dougie Poynter, for which she has received a lot of appreciation on social media.

Some tweeted:

Amena shared, “I’m so excited and incredibly proud to announce that I‘m part of the new L’Oreal Paris Elvive World of Care Campaign which showcases Elvive’s breadth of products catering to a wide range of demanding hair types."

“I’m The Pink One which has been specially formulated for dull hair to boost shine.”