The beauty industry has hit another major milestone, thanks to L’Oreal.
In the global beauty brand’s ad campaign for their Elvive line, L’Oreal is featuring British beauty blogger Amena Khan, who, by starring in the ad, is making history as the ” first hijab-wearing woman to be featured in a major mainstream hair ad,” according to Glamour.
But beyond making history, Glamour reports that Khan helps the beauty industry challenge the misconception that women whose hair is covered don’t take care of it. In fact, Khan told Vogue UK it is quite the opposite.
“You have to wonder—why is it presumed that women who don’t show their hair don’t look after it?” she said. “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.”
Portraying an expanded definition of beauty, destroying misconceptions and giving a platform to those who are normally underportrayed in the media — all of these things, Khan said, are implicit in her ad spot for L’Oreal.
“How many brands are doing things like this? Not many,” she asserted. “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.”