Update January 23, 2018: Amena Khan has stepped down from her L'Oréal Paris campaign that was released last week. She chose to leave the campaign after a series of 2014 tweets, in which she shared opinions that are anti-Israel, surfaced. The now-deleted posts included calling Israel an "illegal state."

"I deeply regret the content of the tweets I made in 2014, and sincerely apologise for the upset and hurt that they have caused," Khan announced via Instagram on Monday. "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. 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."

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"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," a spokesperson for L'Oréal Paris UK stated on Monday. "We appreciate that Amena has since apologised for the content of these tweets and the offence 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.”

Original post: Amena Khan, one of the many Muslim beauty influencers taking the industry by storm, is making waves again as she stars in a new video for L'Oréal Paris UK's Elvive line. The casting is a first for the company, and seemingly for haircare brands as a whole.

"How many brands are doing things like this? Not many," she told Vogue UK. "They’re literally putting a girl in a headscarf — whose hair you can’t see — in a hair campaign. Because what they’re really valuing through the campaign is the voices that we have.”

The British beauty star and L'Oréal Glam Squad Ambassador was featured in the brand's "All Worth It" campaign last year, and currently boasts a YouTube channel with 391,000 subscribers.

"Whether or not your hair is on display, it doesn't affect how much you care about it," Khan, who started wearing a hijab in her 20s, says in the latest video.

Instagram

The shoot itself was apparently also a dream, as Khan posted a video and rundown of the day to her Instagram on Wednesday.

The line includes products for everything from boosting color to nourishing curls. Khan says she uses the pink bottle, which helps add shine.

"For me, my hair is an extension of my femininity. I love styling my hair, I love putting products in it, and I love it to smell nice. It’s an expression of who I am," she said.

India Pougher ELLE.com Fellow I am an editorial fellow at ELLE.com.

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