She works in a US branch of Sephora, but now Chaimae Boulayad will also be starring in the beauty giant’s latest campaign.
The 23-year-old makeup artist, who’s based in San Francisco, was selected to star in festive advertising that uses the store’s own employees, rather than professional models.
The “Reach Out and Gift” campaign brings together 10 Sephora employees from across the US and Canada, with Boulayad the only hijabi woman featured.
The Arabic-speaking makeup artist is originally from Morocco, only moving to the States several years ago to finish her studies.
The Sephora campaign was shot by Dutch duo Inez and Vinoodh (and is due to be released on November 2), and Boulayad revealed the team behind the campaign was very accommodating of her faith.
“The stylist was very talented. She knew my culture already and she knew my religion — I’m hijab-wearing — so she made sure I was very modest-looking,” she told Racked.
While Boulayad has been working at Sephora for more than two years, she’s also established quite the presence on social media, boasting more than 47,000 Instagram followers.
She also has her own brand of argan oil, while her video tutorials are going to inspire us to try a few new tricks.
(She’s even a fan of Dubai’s own makeup brand Huda Beauty).
To take part in the Sephora campaign, employees were asked to submit a video talking about what beauty meant to them.
And the finishing result is something Boulayad believes “connects people together”.
“That for me is very important, as someone who’s very different, as an immigrant, as a Muslim, as an Arab woman,” she told Racked.