Hijab-Wearing Woman Becomes New Hair Model for L’Oreal. We Aren’t Joking. [Watch]

In a word where gender is fluid and optional, it would make sense to hire a woman who covers her hair to be your new hair model, right?


At least that’s what L’Oreal thought when they hired blogger and model Amena Khan to promote their Elvive Nutri-Gloss shampoo.

L’Oreal is breaking the mold by allowing a hijab-wearing woman promote their hair products, by being the first hair line to ever do so… wonder why?

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Amena Khan broke her silence on the new partnership via Instagram: “Lately I’ve had a complex relationship with my hair feeling lacklustre.” Kind of hard to tell, but I guess we can trust her?

During an interview with Vogue Amenia said, “How many brands are doing things like this? Not many. 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,[…] You have to wonder – why is it presumed that women that don’t show their hair don’t look after it? The opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others. And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care.”

The brand’s decision hasn’t come without scrutiny though, to which we certainly agree with.

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