L'Oreal hijab model Amena Khan pulls out of ad campaign

Angelo Anderson
January 23, 2018

Amena had been unveiled as the first model to star in a haircare campaign without actually showing hair, which she pointed to as being a big step for the beauty industry.

The first hijab-wearing L'Oreal model has pulled out of the campaign after old "anti-Israel" tweets were unearthed. She said the tweets were detracting "from the positive and inclusive sentiment that (the campaign) set out to deliver".

In her post, Amena apologises for the tweets, saying she's sorry for the "upset and hurt" they've caused. "I have chosen to delete them as they do not represent the message of harmony that I stand for", she explained.

In a statement released on her Instagram page, Khan said she stepped down from the L'Oreal campaign "because of the current controversies surrounding it". Yet u support them. Both are child murders. "Insha'Allah, defeat also awaits the former; it's only a matter of time", read one now-deleted tweet.

"Whether or not your hair is on display", she said in the ad, "doesn't affect how much you care about it". "Just because we cover our hair doesn't mean we don't have hair, that's why we are hiding it or we have hair problems like any other girls that show".

'And that mindset strips us of our autonomy and our sense of independence.

In a series of tweets from 2014 she had called Israel an'illegal state and branded the country a'child murderer
In a series of tweets from 2014 she had called Israel an'illegal state and branded the country a'child murderer

"Seriously, I think it's an amazingly enormous leap for a hijabi to be part of something as contrary as a hair commercial (to the majority)", one person posted.

But Israelis and others on social media were not as enthralled after uncovering several tweets dating back to 2014 in which Khan called Israel "an illegal state" and "a sinister state".

A spokesperson for L'Oreal told the BBC that it welcomes Khan's apology "for the content of these tweets and the offense they have caused".

A spokesperson for L'Oreal Paris told BBC Newsbeat: 'We have recently been made aware of a series of tweets posted in 2014 by Amena Khan, who was featured in a United Kingdom advertising campaign. L'Oréal Paris has transformed its "Worth It" messaging in recent years in an attempt to democratise those words, making a diverse range of people feel celebrated rather than limiting it to the Doutzens, the Karlies and the Cheryls of this world.

Khan announced on Monday that she would be stepping down from the hair campaign because of the 2014 tweets.

Other reports by Iphone Fresh

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