Too many people think that when a woman wears the hijab, she ceases to have a relationship with it. But it's just not true.
In a bid to promote inclusivity and remind the world that hijabis love their hair too, French cosmetics company L'Oréal has cast British hijabi blogger Amena Khan in its latest haircare campaign.
Not only is the casting a first for the company, but also a first in any major haircare ad, according to Glamour.
Khan, a beauty and fashion blogger based in the United Kingdom, has been selected as a "L'Oréal Glam Squad Ambassador," making history as the first hijab-wearing woman to ever be featured in a mainstream hair ad.
Khan thus joined a diverse line-up of women for L'Oréal's new Elvive multimedia campaign, which promises to cater to women with different hair colors and types.
"Whether or not your hair is on display doesn't affect how much you care about it," Khan says in the ad.
Speaking to Vogue, Khan explained that her hair is important to her and she enjoys taking care of it, regardless of who can or cannot see it.
"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," she said.
She went on to explain, "And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care."
"A game changing new campaign," Khan wrote in a post shared to her 571,000 followers on Instagram. "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?"
She said she is "so excited and incredibly proud" to take part in the campaign, adding that the Elvive line features a "breadth of products catering to a wide range of demanding hair types."
Have a look at her haircare routine here
Hijabis have previously been featured in local hair ads
While Khan is hailed as the first hijabi to appear in a major haircare campaign, hijabis have previously appeared in regional ads.
Late last year, Lebanon-based company Cosmaline released a shampoo and conditioner line titled "Soft Wave Hijab Shampoo and Conditioner," which is specifically made for hijab-wearing women.