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Game Changing! L’Oréal’s Latest Hair Campaign features a Hijab-Wearing Model



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.”

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.

Photo Credit:

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.


  1. Ec

    January 18, 2018 at 11:00 pm


  2. Poesy

    January 19, 2018 at 3:29 am

    Love Amena! Been watching her YouTube channel since way back.

  3. Dust

    January 19, 2018 at 7:23 am

    we also need to see the first gele wearing model….

    the hair and the whole body of Africans needs sun rays to clean, cure and protect itself from internal and external damage..

    Africans covering their heads and hair whether with a weave or scarf have no idea the damage they are doing to their bodies in the long run.

    Africans are killing themselves slowly due to not getting sunlight on their bodies and not drinking water, some even use umbrella under the sun..

  4. Ms B

    January 19, 2018 at 3:21 pm

    Pls how can we view the hair she’s marketing products for in order to buy said ‘hair’ products???

    • Cee

      February 12, 2018 at 9:55 am

      Perhaps you should remover her scarf

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