L’Oreal Paris, which is the number one haircare brand in the UK, is making history - it is the first international brand to feature a woman wearing hijab in a hair campaign.
Elvive's latest beauty campaign includes 15 British influencers and ambassadors, including Dougie Pointer from McFly and model Neelam Gill but the most notable woman in the ad is Amena Khan - a successful hijabi-wearing beauty blogger, mother and co-founder of Ardere Cosmetics. In the latest video Khan explains: "Whether or not your hair is on display, it doesn't affect how much you care about it."
The beauty blogger, who started wearing hijab in her 20s, is clearly very excited to be part of this.
“A game changing new campaign!!!,” she wrote in a post on Instagram. “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.”
Adrien Koskas, L’Oreal Paris UK general manager, said in a statement: “L’Oreal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising. We want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion and personality.”