L'Oréal Made History for Casting a Hijab-Wearing Woman In a Hair Campaign
Amena Khan is the first woman wearing a hijab to be featured in a major mainstream hair ad.
L'Oréal is featuring beauty blogger Amena Khan, a hijab-wearing woman, in an ad for their Elvive Nutri-Gloss, a line that refreshes damaged hair. "Whether or not your hair is on display doesn't affect how much you care about it," Amena says in the commercial. (Related: L'Oréal Launches the World's First Battery-Free Wearable UV Sensor)
Amena made a name for herself by dishing out beauty advice to women who cover their heads for religious reasons. Now, she's making history by becoming the first hijab-wearing woman to front a mainstream hair campaign-a huge deal, as Amena explains in an interview with Vogue UK. (Related: Rihaf Khatib Becomes the First Hijab-Wearing Woman to Be Featured on the Cover of a Fitness Magazine)
"How many brands are doing things like this? Not many. They're literally putting a girl in a headscarf-whose hair you can't see-in a hair campaign. What they're really valuing through the campaign is the voices that we have," she said.
Amena pointed out a common misconception about hijab-wearing women. "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," she tells Vogue UK. "And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care." (Related: Nike Becomes the First Sportswear Giant to Make a Performance Hijab)
"For me, my hair is an extension of my femininity," Amena said. "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."