Jump to Main ContentJump to Primary Navigation
Top

Muslim beauty blogger Nura Afia becomes CoverGirl’s first hijab-wearing ambassador

Nura Afia.jpg

Following recent moves by big brands in the fashion industry to embrace greater diversity, and generally become more inclusive, the same is now happening over in the beauty department.

Following the appointment of their first ever male ambassador, CoverGirl has also now revealed Muslim beauty blogger Nura Afia, as a new face of the brand.

With over 200,000 subscribers on her YouTube channel, Afia is no stranger to the spotlight, but this will be the first time CoverGirl has ever appointed a hijab-wearing ambassador to front a campaign.

Joining James Charles, the 17-year-old Instagram star who recently made headlines as the first male ‘CoverGirl’, Afia will star alongside Modern Family’s Sofia Vergara, Katy Perry, Sugar Symphony YouTubers Chloe + Halle, plus DJ/model Amy Pham, in promotional videos and events for the new So Lashy! mascara.

Revealing the big news to her followers via a Facebook video, Afia, who creates makeup, skincare and hijab tying tutorials on her channel Babylailalov, sported a #LashEquality t-shirt, underscoring the new CoverGirl message—which is intended to reach far beyond simply eyelashes.


Read more: An all-hijab show has made history at Fashion Week


“It feels so surreal. I never thought I would see Muslim women represented on such a large scale,” she tells US Glamour of her new gig, explaining that she has felt insecure about wearing a hijab in the past, especially while growing up.

Afia’s collaboration with CoverGirl follows efforts within the mainstream fashion and beauty industry to transcend the stigma surrounding some Muslim women’s wearing of hijab.

Last year, high street giant H&M cast Mariah Idrissi, a 23-year-old Londoner of Moroccan and Pakistani descent, in their September fashion campaign.


Read more: Channel 4’s Fatima Manji hits back at hijab criticism


“It always feels like women who wear hijab are ignored when it comes to fashion,” she told Fusion. “Our style, in a way, hasn’t really mattered, so it’s amazing that a brand that is big has recognised the way we wear hijab.

“Hijab fashion has boomed in the last few years and to finally see a hijabi [a woman who wears a hijab] in mainstream fashion is a big achievement.”

 

H&M recycle awareness ad - 'close the loop' is out, link in bio, check it out it's a good cause 😎✌🏽️@hm #hm #hmclosetheloop

A photo posted by Mariah Idrissi 🇬🇧 (@mariahidrissi) on

Related

gigi hadid.jpg

Gigi Hadid made to cover up on catwalk as she wasn't “thin” enough

Melanin goddess.jpg

Meet the model going viral after being bullied over her skin tone

mila kunis sexism workplace.jpg

Mila Kunis refused to pose naked and was told she'd “never work again”

Comments

More

Iris Law is the new face of Burberry Beauty

A huge gig for the 16-year-old

by Anna Pollitt
17 Jan 2017

Why more and more women are embracing wigs

“I never have a bad hair day”

by The Stylist web team
15 Jan 2017

Claire Danes reveals how she tackles anxiety over her appearance

How to avoid falling into an "obsessive loop"

by Sarah Biddlecombe
05 Jan 2017

Caitlyn Jenner’s new MAC collection is here and it’s fabulous

Make-up for everyone.

by Moya Crockett
04 Jan 2017

British Army recruiters slammed for sexist “Military Makeup” campaign

"We want to know the girls behind the make up! We are searching for real beauty"

by Sarah Biddlecombe
03 Jan 2017

Hurrah: beauty grooming victory as Tesco cuts price of women's razors

A small victory

by Sarah Biddlecombe
03 Jan 2017

Breaking new ground: introducing 2017's innovative beauty products

Finally, some answers for beauty's biggest conundrums

by The Stylist web team
30 Dec 2016

Hair trends 2017: The cuts and colours ruling social media

New year, new hair?

by Amy Lewis
22 Dec 2016

Hairdressers are being trained to spot signs of domestic abuse

New law requires beauty workers to spot the signs

by Anna Pollitt
19 Dec 2016

20 of the best head-to-toe winter skin saviours

Banish flakiness and dry patches for good

by Sarah Biddlecombe
13 Dec 2016