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.”
“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.
The shoot itself was apparently also a dream, as Khan posted a video and rundown of the day to her Instagram on Wednesday.
The 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.