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L’Oreal, one of the largest beauty supply companies in the world, is planning an ad campaign for hair care products featuring women wearing a hijab – a garment that covers a woman’s hair and is typically worn by Muslims. According to blogger and model Amena Khan, regardless of whether a woman shows her hair in public, hair care products should be advertised to them.

“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, said.

Khan, who will be featured in L’Oreal Paris’s campaign, says the campaign combats a perception that women in hijab aren’t interested in hair care.

“You have to wonder — why is it presumed that women that don’t show their hair don’t look after it?” Khan asked during an interview with Vogue. “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.”

Twitter users found that assertion ridiculous, and were quick to point out the goal of advertisement: to showcase the product. Included below are examples of incredulous tweets.



Others expressed anger that L’Oreal would support the hijab, as many see it as a symbol of patriarchy and oppression.

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