We often see in advertisements, woman splashing their long – beautiful hair, advertising various kind of hair beauty products, like shampoos, conditioners and many more. But have you ever seen a woman wearing “hijab” and advertising for a hair product(shampoo) ! Isn’t it same like advertising for toothpaste and not showing the teeth. Same as advertising for fairness creams without the face? It might seem pointless displaying such a ad ? Right. Criticizers mock at this ad saying it ”useless”.L’oreal – one of the latest beauty supply companies in the world, has come up with a new advertisement in which it casts a hijabi model in the hair care campaign for the first time. Amena Khan from Leicester stars along side Cheryl and Dougie Poynter are in the advertisement as the faces of the new range of hair products. The blogger and influencer is the first model to star in a haircare campaign without actually showing hair, which she points is a big step for the beauty industry. Amena, who boasts 570,000 Instagram followers, says she is thrilled that the brand are recognising that women who wear hijabs still want to keep their hair in good condition. She said, ”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”. Sharing the campaign on social media Amena describes the brand’s latest ad as a ‘game changer’. She writes: ‘So… lately I’ve had a complex relationship with my hair feeling lacklustre. When I take off my scarf, I want my hair to be more radiant – don’t we all? People are really amazed to see a girl advertising for hair care wearing hijab. Never do we see Muslim womans in burkha or hijab in advertisements ? How many brands are doing things like this? Not only is L’oreal saying to women and girls who wear hijab that they are seen – the theme of the campaign is self worth over self doubt – That how they are seen doesn’t define who they are. Even though this campaign is a first for L’Oreal , it is not the first by a beauty brand or someone in the industry. Recently, a lot of brands are using this social cause to raise awareness among people – Barbie, New YORK fashion week and many more. But the question is does these brands really care about women, progressiveness and oppression in the society. How much willing they really are to fight the stigma ?Even you might smile on reading this and mock at it , but noticing it from the other side we get to see self worth, fulfilling your interest staying within your religious norms, doing something different!! Isn’t it subjective , for some it might be a humorous issue while for some it would be something very unique ?