CoverGirl’s New Face – Muslim Beauty Blogger


Sadaf Ahsan, November 7, 2016, NATIONAL POST

Muslim beauty blogger Nura Afia is CoverGirl’s new face, and the first hijab-wearing ambassador for the brand.

As part of its #LashEquality campaign to promote diversity, CoverGirl has announced Nura Afia, a prominent beauty YouTuber, as one of its new ambassadors for its So Lashy! BlastPro Mascara.

As a face of the brand, Afia, who has over 200,000 YouTube subscribers and a major Instagram following, will be one of very few Muslim women to have appeared in a national cosmetics campaign, including commercials and a billboard in New York City’s Times Square, wearing a hijab, and the first for CoverGirl.

“I grew up being insecure about wearing the hijab, and I never thought I would see Muslim women represented on such a large scale,” Afia said to Refinery29.

“I hope (this campaign) will show Muslim women that brands care about us as consumers and we’re important, especially hijabis,” she added. “We can be featured on TV, can be featured on billboards in Times Square, can be represented.”

Afia’s appointment as a new face of CoverGirl comes just weeks after the iconic brand announced its first cover boy, 17-year-old James Charles, who also has a significant social media following.

“It’s a big accomplishment for all of us,” Afia told CNN. “It means that little girls that grew up like me have something to look up to. I grew up feeling like my hijab would hold me back. … It shows that we’re average Americans.”

Charles and Afia are part of CoverGirl’s #LashEquality campaign, an effort to promote inclusivity in the beauty industry. The campaign also features singers Chloe and Halle, Sofía Vergara, DJ and actress Amy Pham and Katy Perry.

CoverGirl isn’t the only brand taking a diverse step forward. Last year, H&M introduced its first hijab-wearing model. Meanwhile, transgender models have also been making a wave, with Trans Models, New York’s first transgender modelling agency, having opened recently and transgender models like Carmen Carrera and Hari Nef winning major fashion campaigns. Nef recently became IMG Worldwide’s first transgender model, and had a prominent role on Amazon’s Transparent.

Source: National Post

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