L’Oréal Paris “is breaking barriers and making history” in their new Elvive haircare line campaign featuring British beauty blogger Amena Khan. When you think of hair commercials, you would immediately conjure up images of models with lustrous manes. Not this time! L’Oréal Paris UK defied the norms by featuring a hijab-wearing woman in a hair commercial making this a milestone and a precedent.
This comes at a time of great change for women, starting with the Time’s Up Initiative, followed by the important measures taken up by beauty brands such as banning photoshopped images of models to the launch of more comprehensive foundation shades (The Fenty Effect), to inclusivity in everything beauty; think Winnie Harlow (Chantelle Brown) and Halima Aden (first hijab-wearing woman to make the cover of Vogue).
Amena Khan is a mother, model, blogger, Youtuber and co-founder of Ardere Cosmetics. Khan hopes that this ad helps to clear up misconceptions about the relationship veiled Muslim women have with their hair. L’Oréal’s ad said “Whether or not your hair is on display doesn’t affect how much you care about it.” People aren’t aware of the fact that women with hijab care about the health of their hair a whole lot more than the average person, and the reason is clear. The video for L’Oréal’s new haircare line Elvive, displays a diverse group of women with different hairstyles, including Amena, and the theme for the campaign is “self-worth over self-doubt”. Other brands also doing lines for Muslim women as well as featuring them in their campaigns include CoverGirl, Nike, Dolce & Gabbana, H&M and American Eagle.