Safi Shayla, a leading hijab haircare brand, has launched a new virtual educator, Sis Shay, to raise awareness about hijabi haircare. Sis Shay is designed as a relatable character that resonates with younger audiences, aligning with pop culture and offering educational content about the unique challenges of hijabi haircare. As a digital entity, she will be both online and on-ground, educating hijabis on the importance of using specialized shampoos tailored to their needs.
Sis Shay’s presence kicked off with visits to schools like SMK Convent Kajang and Sekolah Seri Puteri Cyberjaya, where she interacted with students, answering their questions about hijabi haircare and other related concerns. Moving forward, Sis Shay will continue her mission to spread awareness via school visits and a digital comic series on social media, making haircare education fun and engaging through storytelling. The initiative, developed in collaboration with MBCS, aims to provide a modern, relatable platform for hijabi haircare education.
Kazlina Mohd Kassim, the SAFI brand and insights specialist at Wipro Unza, emphasized that Safi Shayla, through Sis Shay, recognizes the challenges hijabi individuals face during their adolescence and has formulated products like the hijab hair specialized shampoo to address these unique needs. MBCS’s Jennifer Wee shared that Sis Shay’s introduction helps bridge the gap in hijabi haircare education, especially for young Malaysians who increasingly rely on digital resources for information. Sis Shay, with her bubbly and informative personality, aims to provide a safe, confident, and supportive space for hijabis navigating their haircare challenges.
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