L’Oreal Casts Amena Khan, A Hijab-Wearing Model In New Hair Ad (UPDATED)


Amena Khan has pulled out from the L’Oreal Paris Elvive Nutri-Gloss campaign due to backlash from netizens.

The controversy surrounding this is in relation to tweets she posted in 2014 regarding the Israel-Gaza conflict. This sparked outrage from netizens as they’ve labelled her “anti-Israel”.

Amena took it to her Instagram to announce her departure from the campaign and to apologise for the tweets.

A post shared by Amena (@amenaofficial) on

“I deeply regret the content of the tweets I made in 2014, and sincerely apologise for the upset and hurt that they have caused,” said Amena.

“Championing diversity is one of my passions. I don’t discriminate against anyone.”

” I have chosen to delete them as they do not represent the message of harmony that I stand for,” she continued.

Amena was delighted to be a part of the inclusive campaign with L’Oreal but she’s made the decision to step down from it due to the fact that “the current conversations surrounding it detract from the positive and inclusive sentiment that it set out to deliver”.

BBC reported that a L’Oreal representative has responded with a statement saying that they’re aware of Amena’s tweets posted in 2014.

“We appreciate that Amena has since apologised for the content of these tweets and the offence they have caused. L’Oreal Paris is committed to tolerance and respect towards all people. We agree with her decision to step down from the campaign.” said a representative of the brand.


Previous: L’Oreal made history this week as the first brand to feature a hijab-wearing model for a hair campaign. British beauty blogger, Amena Khan was invited along with other UK based men and women by the brand to front their latest campaign for their L’Oréal Paris Elvive Nutri-Gloss, a hair care line that aims to restore damaged hair.

Amena told Vogue UK that L’Oreal’s vision for the campaign is to be inclusive in the voices that we have.

“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. 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.” said Amena.

“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 added. “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.”

Girl, we hear you!

What a lot of people out there need is someone they can look up and see themselves represented no matter what they look like. A campaign like this will give people a sense of belonging as Amena pointed out.

Many beauty brands have put out and are coming up with more inclusive shades and more diverse models for their campaigns but it’s no wonder that some might be questioning the motives of these beauty campaigns. Do they truly believe in their message and the need for inclusivity or are they just doing it for the sake of success? Well in L’Oreal’s case we think they’ve done a pretty authentic job in diversifying its brand and what it has to offer, making their infamous tagline ‘Because You’re Worth It’ more meaningful.

As Amena pointed out, “If the message is authentic and the voice behind it is authentic, you can’t deny what’s being said.”


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