Cosmetic giant CoverGirl added their first male brand ambassador earlier this year and now have included a Muslim woman in their #LashEquality campaign. The campaign, a promotion for 'So Lashy! BlastPro Mascara,' puts its focus on diversity.
??#LashEquality = bold, sexy lashes for ALL.?? At COVERGIRL, we’ve always stood for inclusive beauty that supports any and all types — from skin types to lash types. We know that whether you have short, straight, light or long lashes, you all crave the same bold end look, so we listened and created #SoLashy mascara: the first mascara designed for any and all lash types. Representing all types of beauty, our #SoLashy fam (and their lashes) have come together to stand for #LashEquality. Bold, sexy lashes for all: are you on board? #Repost, comment, ?? to be a part, and stay tuned for more!
Nura Afia started her YouTube channel, 'Babylailalov' in 2011 and has since gained over 213,000 subscribers and more than 13 million views on her videos. Afia said she sees the CoverGirl opportunity as symbolic for other Muslim women and girls, especially her own daughter.
@allure Thanks so much for the feature!!! Check out their amazing article!!! This all happened because of you guys! Thank you for always supporting me and for being apart of my journey!! Thank you to all of you guys who've always believed in me and everything that I do! THANK YOUUUUUU!!! #denvermakeupartist #denver #denvermua #hijab #hijabi #moroccan
In an interview with Refinery 29, Afia confides, "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 is CoverGirl's first ever Muslim ambassador and will join the ranks of celebrities like Katy Perry, Sophia Vergara, Amy Pham, and singing duo Chloe and Halle in the #LashEquality campaign.
"I’m doing this because I want there to be a time when my daughter grows up when she knows she can be anything she wants to be," she told Refinery29. "It doesn’t matter what her beliefs are or what she looks like."
While many people may view an increase in diversity in the beauty industry as superficial, Afia's appointment could have a significant, positive impact. In a world that's increasingly Islamophobic, making a hijab-wearing Muslim woman a beauty icon is a bold and inclusive move.
The Global Fund For Women explains that Muslim women are faced with a double-edged sword when it comes to representation; they are underrepresented because they are women and misrepresented because they are Muslim. Now that Afia's self-starter success has been rewarded with huge recognition, hopefully she will become a symbol of what Muslim-American women can do.
Banner Image Credit: Twitter, @ELLEUK