Nura Afia was born in Denver Colorado on February 9, 1993 to a Moroccan father and Swiss-Lebanese mother. At home with her first baby in 2011, Afia began watching beauty videos online. While watching YouTube videos, she realized that few women in hijabs were making videos about make up. She got a job at Sephora to practice her make up skills and started recording her own beauty videos, accumulating over 200,000 followers on her YouTube channel. In November 2016, she was named as a brand ambassador by CoverGirl, becoming the first brand ambassador for the company to wear a hijab and becoming one of the first Muslim women to break through to the mainstream beauty scene. In addition to working with Cover Girl, she has also worked with Revlon and Anastasia Beverly Hills. On the uniqueness of her campaign she says “I feel like it shows girls that whatever you believe in, it doesn’t matter if you’re a Muslim or an Orthodox Jew, you can stick to your beliefs and pursue your dreams. I think it’s so important that all types of religions and races out there are represented”