CoverGirl is continuing its mission to make cosmetics marketing more inclusive by naming Muslim beauty vlogger Nura Afia as ambassador for its new mascara.
Afia will front the US campaign for the brand’s So Lashy! BlastPro Mascara, together with seven further spokespeople, including recent appointment James Charles, actress Sofia Vergara and singer Katy Perry. In doing so, she has become one of the first hijab-wearing women to front a nationwide campaign for a major cosmetics brand in the US.
The campaign will carry the hashtag #LashEquality. “We’ve always stood for inclusive beauty that supports any and all types – from skin types to lash types,” the brand posted on Instagram.
“It’s a big accomplishment for all of us,” Afia told CNN. “It means that little girls that grew up like me have something to look up to.”
CoverGirl’s latest hire follows L’Oréal’s decision to feature fellow hijab wearer Amena Kin in its European True Match foundation campaign. To read more about reaching millennial Muslims, click here