‘I grew up feeling a hijab would hold me back’

By 9th December 2016News
Hijab Muslim woman

This week CoverGirl cosmetics announced that they have a new brand ambassador that will feature in their add campaign: a Muslim woman, wearing a hijab. Beauty blogger Nura Afia will be the first Muslim woman with headscarf to feature for the cosmetics brand. Nura will be one of the brand ambassadors for CoverGirl’s  “So Lashy” mascara, meaning she, along with a diverse lineup of other models, will appear in CoverGirl commercials and on a billboard in Times Square.

‘Inclusive beauty that supports any and all types’

CoverGirl’s announcement is the latest to promote diversity and inclusiveness. In October, the company announced James Charles as its first male ambassador. Other faces of the “So Lashy” campaign include two black women, an Asian-American woman and Latina actress Sofia Vergara.

“We’ve always stood for inclusive beauty that supports any and all types,” CoverGirl wrote in a recent Instagram post.

Nura says that this is a milestone for the Muslim community in the United States. “It means that little girls that grew up like me have something to look up to. I grew up feeling like hijab would hold me back.”

Though Nura may have felt that a hijab would make it difficult for her to be successful, she is sure proving herself wrong these days. Nura has more than 200.000 subscribers on her YouTube channel, where she posts video tutorials on how to recreate various makeup looks, and more than 300.000 followers on Instagram.

This is a prime example of CoverGirl using diversity marketing to promote their product. Attracting someone like Nura Afia who has such a huge amount of followers on youtube and Instagram, will ensure that this campaign will gain the online presence and success that CoverGirl is after.

Rianne Dragt

Managing director of Moxi.Biz

Moxi.Biz believes that integrating diversity in doing business is a ‘must have’ rather than a ‘nice to have’. Our mission is to raise awareness of the benefits of diversity marketing and help companies reach a more diverse clientele successfully. We do this by sharing relevant news, giving motivational talks and organizing inspirational sessions.

Photo credits: Lacey Terrell / Covergirl

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