CoverGirl has taken yet another step to make its ads more inclusive.
After recently unveiling its first "CoverBoy," the popular makeup brand launched a new campaign featuring a woman wearing a hijab for the first time in its history. Nura Afia, known for her makeup tutorial videos online, is featured in the new ads, wearing the traditional Muslim head covering. The beauty blogger has more than 215,000 subscribers to her YouTube channel.
In a statement, Afia said that she never thought she would see Muslim represented on this large a scale, especially after "growing up and being insecure about wearing the hijab."
The company says this campaign is the only one that plans to feature Afia as of now.
CoverGirl is not the first company to work modesty into fashion and beauty. The "modest fashion" movement is growing, spurred by a community of modest-fashion bloggers, designers and retailers — most of them young and religious— who are trying to make dressing a happier affair for modest fans by offering Western-style clothing (dresses, skirts, tops, scarves, even swimwear) that is trendy and more covered up.
Contributing: The Associated Press