News · Beauty
Aasiya for Charlotte Tilbury.
Aasiya shot complexion work for Charlotte Tilbury in May 2026 — a before-and-after foundation story, told entirely in her face, as a hijab-wearing model. Two frames, one caption pair, and the product does the talking.
Why complexion campaigns suit modest casting
A foundation story lives or dies on skin — texture, tone, evenness — and on an expression that reads as the same person, happier with the result. A hijab does not hide any of that; it frames it. The audience the brand is speaking to sees themselves represented in the lead, not in the margins of a group shot.
That is why this kind of booking has moved from a diversity line on a call sheet to the centre of major beauty campaigns: it sells product to a customer the industry historically ignored.
What the desk checks before confirming
Modest casting done properly is mostly done before the shoot. Styling boundaries are agreed in writing — what will and will not be asked of the model — so nothing gets renegotiated under set pressure. Usage is agreed the same way, because a beauty campaign can run from a product page to a flagship window.
On the model’s side, the preparation is skin. Close-up complexion work is shot unforgivingly, and clients ask for recent, unretouched digitals for exactly that reason.
Booking modest and beauty models in London
If you are casting a beauty campaign — modest brief or not — send the desk the product, formats and dates and we will come back the same working day. You can also read how beauty campaigns get booked across London and Manchester, or start with the board.
For new faces: campaigns like this one are exactly why we ask for plain, honest photographs and nothing else. Apply here — no portfolio, no fee.
Quick answers
Do beauty brands book hijab-wearing models?
Yes — increasingly as leads, not as a token frame. Complexion campaigns in particular work well because the face carries the whole story, and a hijab frames the face rather than hiding it.
What does a modest beauty brief usually specify?
Skin condition first, then how the product story will be told — before/after, close-up texture, shade-matching. A good brief also confirms styling boundaries up front so nothing is renegotiated on set.
How do I book a hijabi model for a beauty campaign?
Tell the desk the product, the formats and the shoot dates. We represent modest models across beauty and fashion and will only put forward faces whose boundaries genuinely fit the brief.