By 6. The First Brand Collab for Muslim Women Arrives in the U.S.
Let’s face it: we never really saw ourselves as consumers properly “represented” in the Western marketplace (read: not exploited for our $$$ in another disingenuous marketing scheme) let alone within the beauty space. So, it truly was a *moment* to bring our #HalalPaint collection to life with a major beauty brand. Pitched by our editor Azmia Magane, we spearheaded a capsule collection of halal-certified nail polishes made from an air- and moisture-permeable formula conducive to our ablutions, inshallah. Knowing that this would be a special moment for our #MuslimGirlArmy, we wanted to capture the full experience by renaming all the shades after Muslim girl names — like “The Perfect Amani-cure,” ahem, named after yours truly. The impact spoke for itself: you sold out the brand’s whole inventory of #HalalPaint on preorders alone!
Even though the collab was cut short, it marked a major moment for Muslim women in the industry as well as set the bar for what authentic partnerships should look like for brands aiming to engage with our demographic.