L’Oreal has launched a new ad campaign for its hair products and one of the models is wearing a hijab covering her entire head. I guess that’s what you call being contemporary and edgy.

The model is Amema Khan “who has chosen to wear a headscarf outside of her home since her twenties,” according to HuffPost UK. She adds, “Hair is a big part of self-care.”

You’d think that showing a person’s hair is a big part of a hair campaign, but that just shows that we aren’t progressive enough.

“You have to wonder – why is it presumed that women that don’t show their hair don’t look after it,” Khan said. “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.”

Khan calls L’Oreal’s new ad a game-changer.

L’Oreal’s general manager in the UK, Adrien Koskas, said the company is “proud and excited to be launching such a unique and disruptive campaign for the haircare market.”

Wait… does “disruptive” mean they’re trying to sell us more than shampoo, conditioner, or hair spray? Bingo!

“Lately I’ve had a complex relationship with my hair feeling lacklustre,” Khan said. “When I take off my scarf, I want my hair to be more radiant - don’t we all?”

No, what we want is identity politics-free ad campaigns. But in this culture, that’s too much to ask.