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.
“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.
“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.”