The brand’s latest “Elvive Manifesto” hair campaign video sees British beauty blogger and YouTube star Amena Khan join a diverse lineup of male and female ambassadors and influencers, including UK popstar Cheryl, boyband member Dougie of McFly fame and models Neelam Gill and Alexina Graham.

The star-studded cast takes it in turns to talk to the camera about their relationship with their own hair, with Khan, who represents ‘The Pink One’ to boost shine in dull hair, avowing: “Whether or not your hair is on display, it doesn’t affect how much you care about it.” She sports a pale pink headscarf and deep pink lip color in the clip.

Khan, who has over 570,000 followers on Instagram and more than 391,000 subscribers to her YouTube channel, took to social media to call the new campaign “game changing.”

L’Oréal Paris is not the only major brand stepping up its game when it comes to representing women from all walks of life athletics giant Nike unveiled its first-ever sportswear hijab globally back in December, while toy company Mattel revealed its debut hijab-wearing Barbie doll in November, in honor of US Olympic fencer Ibtihaj Muhammad.

To watch the ‘Elvive Manifesto’ campaign video, see:

https://youtu.be/7-YGfIVQP90