CoverGirl Signs Muslim Beauty Blogger Nura Afia, Wins at Representation

A photo posted by Nura Afia (@nuralailalov) on

CoverGirl is back at it with the barrier-breaking ambassador appointments. Its latest campaign, celebrating the brand’s new So Lashy! blastPRO Mascara, features newly minted CoverGirl Nura Afia. Afia, a Colorado-based Muslim beauty blogger and YouTube sensation, has racked up over 210,000 subscribers thanks to her innovative hijab styling tutorials, skillful smoky eye makeup and easily replicated everyday looks.

“All of our CoverGirls are role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful,” the brand said of its newest signees, who include not only Afia, but 17-year-old CoverBoy James Charles.

The So Lashy! blastPRO Waterproof Mascara brush.

The So Lashy! blastPRO Waterproof Mascara brush; Image: CoverGirl

New York City residents who brave a stroll through Times Square will see Nura dancing alongside James, Beyoncé protégés Chloe and Halle Bailey, and DJ, model and actress Amy Pham on the screens above. The diverse group happily plumps their lashes using CoverGirl’s newest creation, touting a message of racial inclusion and #LashEquality. (The hashtag not only highlights the makeup giant’s awesome casting choices but the So Lashy! brush’s unique shape, designed to leave no hair un-coated.)

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CoverGirl, much like Pat McGrath Labs and Kylie Cosmetics, is certainly doing its part to showcase a more inclusive definition of beauty. (Although we will admit, the use of a darker-skinned and/or curvy model like Khoudia Diop would’ve brought this campaign to the next level.)

Priced at around $8.99 (depending on the retailer), So Lashy! blastPRO Mascara is now available. Nura and James’ TV spot, which also features the star power of Katy Perry and Sofia Vergara, airs worldwide November 14.

[ via the Huffington Post ]