PARIS – The world’s largest cosmetics company, L’Oréal Paris Elvive, has cast its first veiled model, Amena Khan, in a major haircare campaign.

“How many brands are doing things like this? Not many,” the Muslim British model and blogger told Vogue, The Independent reported.

Khan teamed up with a diverse group of male and female British ambassadors and influencers who were featured in L’Oréal’s campaign.

Choosing Khan for the new campaign, the cosmetics company explored the unique relationship people have with hair.

Khan is the co-founder of Ardere Cosmetics and she’s proud of her achievements in representing Muslim women in the beauty industry.

She is keen to correct a common misconception about Muslim women’s relationship with their hair.

“You have to wonder – why is it presumed that women that don’t show their hair don’t look after it? Hair is a big part of self-care,” she explained.

“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.”

Khan’s efforts follow her counterpart Halima Aden who was the first hijabi woman to appear on Vogue’s cover.

“L’Oréal Paris UK are both proud and excited to be launching such a unique and disruptive campaign for the haircare market, a category which in previous years has been perceived as the cliché of beauty advertising,” Adrien Koskas, L’Oréal Paris UK general manager stated.

“We want to create campaigns that deeply connect with our consumers through spokespeople that inject sincerity, emotion, and personality.”