L’Oreal’s first hijab-wearing model in major campaign steps down over tweets

By Lucy Whitehouse contact

- Last updated on GMT

L’Oreal’s first hijab-wearing model in major campaign steps down over tweets

Related tags: Advertising, United kingdom

L’Oréal had looked to break new ground with the use of its first model in a hijab in a major campaign, however the British beauty blogger has now stepped down after tweets from 2014 were described as ‘anti-Israel’.

“With deep regret, I’ve decided to step down from this campaign because the current conversations surrounding it detract from the positive and inclusive sentiment it set out to deliver,”​ Khan wrote in an Instagram post.

The model said​: “I deeply regret the content of the tweets I made in 2014, and sincerely apologise for the upset and hurt that they have caused.

“Championing diversity is one of my passions, I don’t discriminate against anyone. I have chosen to delete them as they do not represent the message of harmony that I stand for.”

Khan has deleted the tweets in question, which detractors accused of being ‘anti-Israel’.

Diversity focus

Khan would have been the first hijab-wearing model in a major hair care campaign by L’Oréal, for its brand L’Oréal Paris Elvive.

Part of a wider group of British ambassadors and influencers, the new campaign for L’Oréal was due to feature men and women of diverse backgrounds, including ethnicities, including model Neelam Gill, Dougie Pointer from McFly, and blogger Megan Ellaby.

A mother, model, blogger, Youtuber and cofounder of her own beauty brand, Ardere Cosmetics, Kahn has now pulled out of the campaign.

“We have recently been made aware of a series of tweets posted in 2014 by Amena Kahn, who was featured in a U.K. advertising campaign,”​ L’Oreal Paris spokesperson told the BBC​.

“We appreciate that Amena has since apologized for the content of these tweets and the offense they have caused. L’Oreal Paris is committed to tolerance and respect towards all people. We agree with her decision to step down from the campaign.”

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