L'Oreal has cast its first ever model wearing a head scarf for its latest haircare campaign.

Amena Khan from Leicester stars along side Cheryl and Dougie Poynter in the advert as the faces of the new range of hair products.

The blogger and influencer is the first model to star in a haircare campaign without actually showing hair, which she points is a big step for the beauty industry.

Amena Khan is the first hijab wearing woman to star in a L'Oreal campaign for haircare

Speaking to Vogue the YouTube star said: 'You have to wonder – why is it presumed that women that don't show their hair don't look after it?

'The opposite of that would be that everyone that does show their hair only looks after it for the sake of showing it to others.

'And that mindset strips us of our autonomy and our sense of independence. Hair is a big part of self-care.'

Amena, who boasts 570,000 Instagram followers, says she is thrilled that the brand are recognising that women who wear hijabs still want to keep their hair in good condition.

The blogger and influencer says it isn't fair to assume that women who don't show their hair don't want to look after it

The new campaign - which was shot by legendary photographer Rankin - aims to explore and celebrate the complicated and emotional relationship with our hair

In her latest video she adds: 'Whether or not your hair is on display, it doesn't affect how much you care about it.'

Amena, who began wearing a hijab in her 20s, joins one of the brands biggest ambassadors, Cheryl for the latest Elvive campaign.

The new campaign - which was shot by legendary photographer Rankin - aims to explore and celebrate the complicated and emotional relationship with our hair.

The new product line includes products for all hair types with Amena using The Pink One' formulated to boost shine.

She stars alongside Cheryl who is one of the brand's longest standing ambassadors

She adds: '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.'

Sharing the campaign on social media Amena describes the brand's latest ad as a 'game changer'.

She writes: 'So... lately I’ve had a complex relationship with my hair feeling lacklustre. When I take off my scarf, I want my hair to be more radiant - don’t we all?

'I’m so excited and incredibly proud to announce that I‘m part of the new L’Oreal Paris Elvive World of Care Campaign which showcases Elvive’s breadth of products catering to a wide range of demanding hair types.

'I’m The Pink One which has been specially formulated for dull hair to boost shine'

The pair celebrate the franchise alongside the likes of model Neelam Gill, singer Dougie Poynter and YouTube star Emily Canham.