Because yes, women who cover up still care about their hair.

In recent years, hijabi women have become more prominently represented in the media, from being cast in fashion and beauty campaigns to scoring magazine covers.

However, Muslim women haven’t been spotted in a mainstream haircare campaign—until now.

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Beauty giant L’Oréal snapped up style and beauty blogger Amena Khan to star in its latest advert, one that’s focused on diversity and inclusivity.


Joining stars such as singer Cheryl Tweedy, model Neelam Gill, plus-size model Felicity Hayward and McFly singer Dougie Poynter, Khan dons a candy-pink headscarf in the imagery for the cosmetic brand’s Elvive range.


The campaign, which was shot by acclaimed photographer Rankin, is also accompanied by a TV advert, which Khan shared on her social media pages.

Revealing she’s a fan of the brand’s Nutri-Gloss line, the British blogger states: “Hair is a woman’s beauty, make sure you look after it.”

She also draws attention to the fact that, as a Muslim woman, she’s concerned about her hair’s health just as much as women who wear theirs uncovered.

“Whether or not your hair’s on display, it doesn’t affect how much you care about it,” Khan says in the clip.

The blogger, who has amassed more than 570,000 followers on Instagram, called the advert “game changing” as she revealed the video to her fans.

“Lately I’ve had a complex relationship with my hair feeling lacklustre,” Khan wrote.

“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.”

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We salute the move, L’Oréal, and hope to see many more campaigns like this through 2018 and beyond.