When it comes to ad campaigns, diversity matters: Just ask retailers like Revolve or H&M, both of which are dealing with consumer fallout over that very issue. L鈥橭r茅al Paris, on the other hand, is heading in a far more positive direction with its latest advert, taking a major step forward with its new Elvive campaign, which features the first model to wear a hijab in a major international hair spot鈥 well, ever, according to the Huffington Post.

Amena Khan

Amena Khan, a London-based beauty blogger, model, and co-founder of Ardere Cosmetics, the company鈥檚 newest famous face, made the historical announcement over on her Instagram account.

鈥淪o鈥 lately I鈥檝e had a complex relationship with my hair feeling lacklustre,鈥 she wrote. 鈥淲hen I take off my scarf, I want my hair to be more radiant 鈥 don鈥檛 we all? I鈥檓 so excited and incredibly proud to announce that I鈥榤 part of the new L鈥橭r茅al Paris Elvive World of Care Campaign鈥︹

While some people might question the use of a hijab, which typically covers one鈥檚 coif, in an ad spot targeting hair care users, as Khan explained to Vogue, women who don鈥檛 show their hair still maintain their locks, and let them down inside the home. 鈥淵ou have to wonder 鈥 why is it presumed that women that don鈥檛 show their hair don鈥檛 look after it?鈥 she asked. 鈥淭he opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others. And that mindset strips us of our autonomy and our sense of independence.鈥

She continued on to add that hair is an important part of her own sense of self. 鈥溾air is a big part of self-care鈥 For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It鈥檚 an expression of who I am,鈥 she explains. 鈥溾hen I look in the mirror, it鈥檚 who I am. If I know my hair is greasy, but I have a scarf on it, I still feel rubbish all day 鈥 even if it鈥檚 covered.鈥

Khan didn鈥檛 start wearing a headscarf until she was in her 20s, but even before that, she lamented the lack of representation in the media. 鈥淚 think seeing a campaign like this would have given me more of a sense of belonging,鈥 she mused. 鈥淚 trusted L鈥橭r茅al that they would communicate the message well. If the message is authentic and the voice behind it is authentic, you can鈥檛 deny what鈥檚 being said.鈥

Hear, hear!

What do you think of L鈥橭r茅al鈥檚 decision? Tell us @BritandCo!

(Photos via @amenaofficial + L鈥橭r茅al Paris/Getty)