CoverGirl's Newest Brand Ambassador: Nura Afia
Cosmetics brand CoverGirl made headlines again weeks after naming YouTube star James Charles as the brand's first CoverBoy with the announcement that 24-year-old Nura Afia will be the company's first Hijab-wearing brand ambassador.
Like James, Nura is a YouTube and social media star who boasts thousands of online followers. The 24-year-old Colorado native first took up makeup as a form of self expression after noticing a gap in the beauty market for Muslim women. “While there was a lot of content focused around fashion and how to dress, there were still very few videos out there for the massive audience of observant Muslim girls who love beauty and are constantly on the hunt for cosmetics... I just felt there was a real void — especially in videos produced by Muslims living in the United States" (New York Times).
Nura's contract with CoverGirl reflects the rise of social media famous personalities over traditional celebrity in the fashion and beauty industries as well as the growing influence of the Muslim community and consumer base. "According to Ogilvy Noor, the Islamic branding agency, the Muslim personal cosmetics and care market is now worth more than $54 billion, a figure that is expected to reach $80 billion by 2020" (New York Times).
Nura's role as a brand ambassador will hopefully serve as an important signifier of change and greater diversity in a industry saturated by traditional notions of Western beauty. We look forward to seeing her work with CoverGirl!