Cosmetics giant L’oreal has casted a hijab-wearing blogger in its new UK campaign for shampoo.
Amena Khan, who called the ad “game changing,” was featured alongside other celebrities with different hairstyles in the advert, including Cheryl Tweedy and Dougie Poynter.
She is believed to be the first women in a headscarf to appear in a global, mainstream campaign of this size.
In the advert, she says: “Whether or not your hair is on display, doesn’t affect how much you care about it.”
Khan said her phone has been flooded with support messages since the campaign went live.
“The amount of support has been overwhelming. From the bottom of my heart, thank you to everyone who has sent even a nugget of positivity our way,” she said on her Instagram account, which has 575,000 followers.
She told local media the ad is a platform for women who do not fit into society’s narrow ideas of beauty, adding that she hopes it will empower young women who wear headscarves to feel a sense of acceptance and belonging.
The beauty blogger has her own cruelty free cosmetics brand, Ardere, based in London.
L’oreal is not the first to feature diversity in its campaigns. Sports brand Nike has featured hijab-wearing athletes and models in its ads in hopes of attracting more Muslim customers, and has even launched its own line of conservative sportswear.
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