The fashion and beauty industry has seen great changes recently regarding inclusivity and diversity. From male makeup ambassadors to inclusive foundation shades. And now, L’Oréal is joining the movement.
For their latest line, the beauty brand cast British beauty blogger Amena Khan as one of the faces of the new L’Oréal Elvive World of Care Campaign, making her the first hijab-wearing model to star in a hair campaign for an international brand.
She announced the news on Instagram this week, calling the move “game-changing.”
A game changing new campaign!!! ??❤️ So… lately I’ve had a complex relationship with my hair feeling lacklustre. When I take off my scarf, I want my hair to be more radiant – don’t we all? ??♀️✨ 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. @lorealhair #WORLDOFCARE #ELVIVEXRANKIN #ALLWORTHIT #AD
In an exclusive interview with Vogue about the campaign, Amena said:
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. Because what they’re really valuing through the campaign is the voices that we have. 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.
L’Oreal’s new Elvive line includes products to refresh damaged hair.
This comes after model Halima Aden made fashion history by becoming the first hijab-wearing woman to make the cover of Vogue Arabia in October 2017.