History has just been made: Amena Khan is officially the first woman wearing a hijab to star in a major hair care campaign. L’Oréal Paris Elvive teamed up with a group of British ambassadors and influencers for its latest ad, “to celebrate and explore their unique — sometimes tricky — but ultimately incredible relationship they have with their hair.” The campaign, which was shot by photographer Rankin, features the Muslim model in a pink headscarf and matching lip shade.
“How many brands are doing things like this? Not many,” Khan told Vogue. “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.”
The campaign is just the latest in a series of moves toward inclusivity and diversity by L’Oréal. Evolving its signature “Because you’re worth it” slogan to “Because we’re all worth it,” the drugstore giant is obviously putting representation front and center — doing away with the outdated beauty ideals of the past.
“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising,” Adrien Koskas, L’Oréal Paris UK general manager, said in a brand statement. “We want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality.”
She added: “You have to wonder — why is it presumed that women that 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.”
Countering the misconceptions about women who wear the hijab and their relationship with their hair, Khan told Vogue that while she wears her hijab in public, at home and with family, she doesn’t.
“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,” she said. “And even if that expression is for my home life and my loved ones and for me when I look in the mirror, it’s who I am. If I know my hair is greasy but I have a scarf on it, I still feel rubbish all day – even if it’s covered.”
The campaign also comes as part of a wider industry shift away from stereotypical – and dated – ideas of perfection. From Fenty Beauty’s 40-strong shade range of foundation to ASOS’ inclusive Face + Body campaign, it seems as though 2018 will only bring a more positive and reflective beauty industry. It’s about damn time.