The hijab or headscarf market globally was estimated to be worth $230bn in 2014 and is predicted to reach $327bn by 2020.
(DESPARDES/BE2C2)– L’Oreal Paris is breaking barriers and making history by featuring a hijab-wearing woman in a hair campaign.
L’Oreal joins the list of few other brands, like Nike and CoverGirl, that are becoming more diverse and featuring Muslim women in their ad campaigns as they seek to reach out to a greater and more diversified market globally.
British beauty blogger Amena Khan features in the L’Oreal ad donning a pale pink headscarf while standing in front of a bright pink background in the haircare ad.
“Whether or not your hair is on display,” she says in the ad, “doesn’t affect how much you care about it.”
“How many brands are doing things like this? Not many,” Khan told Vogue UK on Sunday.
“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.”
Khan is a L’Oreal ambassador, YouTube vlogger, co-founder of Ardere Cosmetics, designer of her own line of headscarves and she juggles all this while being a mother.
“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 told Vogue UK.
“I think seeing a campaign like this would have given me more of a sense of belonging.”
Since the campaign went live last week, she has received many messages of support on social media.
“Seriously, I think it’s an amazingly enormous leap for a hijabi to be part of something as contrary as a hair commercial (to the majority),” one person posted. “Really, REALLY well done to you, Amena!!”
Others are encouraging her to keep empowering women, especially hijabis.
“No one really understands that hijabis have problems with their hair as well,” one person posted. “Just because we cover our hair doesn’t mean we don’t have hair that’s why we are hiding it or we have hair problems like any other girls that show. So I am glad we have someone representing us.”
The hijab or headscarf market globally was estimated to be worth $230bn in 2014 and is predicted to reach $327bn by 2020. Demand for headscarves, or hijab, is rising as more Muslim women decide to cover their heads.
Turkey is the biggest market for Muslim fashion. Indonesia’s market is growing fast and the country wants to be a world leader in the industry.
(Originally reported in CNN)