L’Oreal hijab model Amena Khan pulls out of campaign over Israel tweets

Amena Khan

Amena Khan was announced as a new L’Oreal haircare ambassador just a week ago

A L’Oreal ambassador who became the ever hijab-wearing model to front a mainstream haircare advert, has pulled out of a campaign over offensive tweets written in 2014.

Amena Khan was announced as a new model for L’Oreal brand Elvive less than a week ago but she is no longer part of the campaign.

In a series of historic tweets, Khan tweeted that Israel “is a sinister state and the ones who suffer most are the children”. She added that it is also a state of “child murderers”.

The beauty blogger was inundated with backlash and responded through a statement on 22nd January, apologising for causing “upset and hurt”.

A post shared by Amena (@amenaofficial) on

Khan wrote: “I deeply regret the content of the tweets I made in 2014, and sincerely apologise for the upset and hurt that they have caused. Championing diversity is one of my passions, I don’t discriminate against anyone. I have chosen to delete them as they do not represent the message of harmony that I stand for.”

The blogger continued: “I recently took part in a campaign, which excited me because it celebrated inclusivity. With deep regret, I’ve decided to step down from this campaign because the current conversations surrounding it detract from the positive and inclusive sentiment that it set out to deliver.”



A post shared by Amena (@amenaofficial) on

Khan, founder of makeup brand Andere Cosmetics, is a popular beauty guru with more than 577,000 followers on Instagram and nearly 400,000 subscribers on YouTube.

A L’Oreal spokesperson supported Khan’s move to back away from the campaign and said in a statement: “We have recently been made aware of a series of tweets posted in 2014 by Amena Khan, who was featured in a UK advertising campaign.


“We appreciate that Amena has since apologised for the content of these tweets and the offense they have caused. L’Oréal Paris is committed to tolerance and respect towards all people. We agree with her decision to step down from the campaign.”

Was Khan right to pull out of the Elvive campaign?

Watch Amena Khan’s latest beauty tutorial:

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