L'Oréal Paris features a hijab-wearing model for its new hair campaign

"Whether or not your hair is on display," Amena Khan says in the ad, "doesn't affect how much you care about it."

19 Jan, 2018

Here's to L'Oreal Paris starting off 2018 by making history and a hijab-wearing woman in a hair campaign.

The video for L'Oreal's new haircare line, Elvive features a diverse line-up of ladies with different hairstyles, one of them being beauty blogger Amena Khan from Britain. Khan wore a powder pink headscarf in the ad and asked: "Whether or not your hair is on display doesn't affect how much you care about it."

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

A post shared by Amena (@amenaofficial) on Jan 14, 2018 at 3:04am PST

Talking to Vogue UK, she shares, "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."

It's about time; the representation of Muslim women in fashion and beauty is crucial yet still very much untapped. Amena has nearly 320,000 YouTube subscribers, 570,000 Instagram followers and her own makeup line, Ardere Cosmetics, of which she's a co-founder so congratulations to her for paving the way for others, she deserves it!