“How many brands are doing things like this? Not many,” Khan told Vogue. “They’re literally putting a girl in a headscarf – whose hair you can’t see – in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have.”
“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’s an expression of who I am,” she said. “And even if that expression is for my home life and my loved ones and for me when I look in the mirror, it’s who I am. If I know my hair is greasy but I have a scarf on it, I still feel rubbish all day – even if it’s covered.”
The campaign also comes as part of a wider industry shift away from stereotypical – and dated – ideas of perfection. From Fenty Beauty’s 40-strong shade range of foundation to ASOS’ inclusive Face + Body campaign, it seems as though 2018 will only bring a more positive and reflective beauty industry. It’s about damn time.