Over the last few years, modest fashion has quickly become one of the fastest growing sectors in the industry with an estimated net worth of over 240 billion dollars.
In 2017, Halima Aden became the world’s first-ever hijabi-wearing model to sign a deal with a major agency, paving the way for British-Somali newcomer Ikram Abdi Mohammed to recently land a contract with Premier Models. Away from the catwalk, hijabi beauty is a booming movement that has connected a diverse audience of both Muslim and non-Muslim followers who have a passion for cosmetics and make-up.
Popular hijabi influencers including Basma K, Dina Torkio and Habiba Da Sliva have racked up an impressive combined following of close to 3 million thanks to their immaculate make-up posts and beautifully curated Instagram feeds.
From make-up and skincare tutorials, to product reviews and hauls, hijabi beauty influencers are breaking down negative stereotypes often associated with Islamic dress codes through their creative content that inspires change and empowers all women to embrace who they are, unapologetically.
Here’s who to follow on the gram, now.
Based in Canada, Somali make-up artist and influencer Osob Beauty has just under 200K followers on the ‘gram and is best known for her quick-and-easy-to-follow skin contouring tutorials that will have your cheekbones chiselled in no time.
Nude lips is one of Osob’s signature styles, which she often reinvents by experimenting with different tones and textures – expect anything from matte satin shades to ombre finishes that have been glazed with gloss.
Hodhen Liaden is a beauty blogger and anti-colourism campaigner who celebrates women of colour that blog about beauty over on her Instagram page, The Dark Skin Journal.
Elsewhere on Hodhen’s personal account you can find uplifting messages on self- love, make-up tutorials, including how to cut that crease, plump up your lips, and natural skincare remedies.
With over 250k followers glued to her Instagram page, Hodan Yusuf bring us everyday make-up inspiration from the Netherlands. Think everything from perfect brows and sharp eyeliner, to dewy dark skin that glows effortlessly and head-wraps in a multitude of shapes and styles.
YouTuber and beauty blogger Habiba Da Silva has an impressive Instagram following not far off a cool one million. Her uploads are an assortment of bright and bold make-up, as well as natural daytime looks that feature feathery lashes, flicked-out eyeliner and nude lip liners.
The Birmingham-based beauty is also the founder of her very own hijab line called Skin, which recently launched its second collection online.
The Londoner is one to watch with a growing following of 164K on Instagram. Swing by Hani Yusuf’s grid to learn how to cut that crease, groom full brows and how and what to highlight with for a flawless finish that beams.
If her mesmerising green eyes aren’t enough for you to swoon over, Yasmine Simone’s make-up how-tos on Instagram will leave you wanting to buy every product that touches her skin.
From tutorials on glittery and glamorous evening looks, to skin perfecting basics – including colour correcting and priming 101 – Yasmine has got your daily beauty needs covered. Plus, her immaculately styled baby hairs will give you life.
If you want to see Insta-glam in all its glory, then Sabina Hannan is one to put on your radar. From sultry smoky eyes to halo-effect eyeshadow, Sabina has mastered the art of making bold make-up trends wearable and super easy to re-create.
The girl next door, Dina Torkia, has created her lane in the online beauty space that has earnt her over 1.3 million followers and a successful career as a UK influencer. Having launched her first book titled ‘Modestly’, Dina still regularly uploads product hauls and make-up reviews on her Instagram and YouTube platforms.
Amena Khan is a British beauty influencer and entrepreneur who has over half a million followers. Her uploads include Eid make-up tutorials and tips on how to go effortlessly go from day-to-night with a mixture of drugstore and luxury beauty products.
Basma K is a British-Somali beauty blogger who is known for her signature cat-like eyeliner and highlighted skin that seems to stand out in every shot she uploads to the ‘gram. What’s more, Basma has her own hijab line – the Basma K collection – which she often twists into unexpected turban styles that tie together her modest fashion looks.
Manal is a Canada-born Ethiopian Muslim Youtuber who has been making beauty, lifestyle and hijab styling videos for years with over 368,000 followers on her main channel. She is known for her incredible beauty and vibrant personality as well as her videos where she openly talks about social issues that she felt strongly about. Not only is she fantastic at makeup, she has also launched a line of hijabs under her brand, Chinutay & Co.