L’Oreal has cast its first ever model wearing a head scarf for its latest haircare campaign.
Amena Khan from Leicester stars along side Cheryl and Dougie Poynter in the advert as the faces of the new range of hair products.
The blogger and influencer is the first model to star in a haircare campaign without actually showing hair, which she points is a big step for the beauty industry.
She announced the news on Instagram this week, calling the move “game-changing.”
In an exclusive interview with Vogue about the campaign, Amena 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,” she told us this week. “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.”
“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 explains. “And even if that expression is for my home life and my loved ones and for me when I look in the mirror, it’s who I am. If I know my hair is greasy but I have a scarf on it, I still feel rubbish all day – even if it’s covered.”
“I didn’t start wearing a headscarf until I was in my twenties, but even prior to that I didn’t see anyone I could relate to in the media. It was always a cause of celebration when you saw a brown face on television!” Khan says. “I always wanted to be somehow in television or in media but it felt like a pipe dream and that’s why I didn’t pursue it, because I didn’t think there would be anything for me. Which is a shame. I think seeing a campaign like this would have given me more of a sense of belonging. I trusted L’Oréal that they would communicate the message well. If the message is authentic and the voice behind it is authentic, you can’t deny what’s being said.”