CoverGirl Cosmetics has just announced their first Muslim brand ambassador, Nura Afia, who happens to also wear a hijab. In recent years, beauty brand has made a name for itself as one of the leaders in the makeup industry for promoting inclusively with their diverse brand ambassadors. In choosing the 24-year-old Denver-native, CoverGirl made no exceptions.
Afia, who is currently employed part-time at a local Sephora store, started her YouTube channel Babylailalov in 2012. Now, with over 200,000 YouTube subscribers, the Muslim-American beauty vlogger will be working on CoverGirl’s #LashEquality campaign which celebrates the launch of the brand’s So Lashy! BlastPro Mascara.
This past October, CoverGirl announced its first male beauty ambassador 17-year-old New York-based makeup artist James Charles. Aside from Charles and Afia, the company’s So Lashy! campaign will feature the familiar faces of Amy Pham, Sofia Vergara, Katy Perry and singing duo Chloe and Halle. “We’ve always stood for inclusive beauty that supports any and all types,” CoverGirl wrote in a recent Instagram post. (Read CoverGirl’s entire post below):
The hijab-wearing beauty will get the chance to show off her makeup skills in both commercials and on a billboard in New York City’s Times Square. Her YouTube channel also features a tutorial on styling a turban hijab, which currently has over 300,000 views.
“I think it’s very important that Muslim women — and just average people — get represented,” Afia stated in a recent interview with TODAY.
I am impressed that CoverGirl continues to pave the way for diversity in their campaigns. Hopefully, other fashion and beauty brands will take note and follow suit. It is campaigns such as this that encourage others around the world to dictate what self-expression means to them.
Congrats to Nura on breaking ground for the next generation of diverse young women. We can’t wait to see how this bold beauty continues to utilize her platform to promote change!