Why It Matters That L'Oréal Paris Cast A Hijabi Model In A Hair Campaign

'Whether or not your hair is on display, it doesn't affect how much you care about it.

Amena Khan, one of the many Muslim beauty influencers taking the industry by storm, is making waves again as she stars in a new video for L'Oréal Paris UK's Elvive line. The casting is a first for the company, and seemingly for haircare brands as a whole.

'How many brands are doing things like this? Not many,' she told Vogue UK. '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.'

The British beauty star and L'Oréal Glam Squad Ambassador was featured in the brand's "All Worth It" campaign last year, and currently boasts a YouTube channel with 391,000 subscribers.

'Whether or not your hair is on display, it doesn't affect how much you care about it,' Khan, who started wearing a hijab in her 20s, says in the latest video.

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.

he line includes products for everything from boosting color to nourishing curls. Khan says she uses the pink bottle, which helps add shine.

'For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It's an expression of who I am,' she said.