Feminism—it’s Merriam-Webster’s word of the year and a concept not foreign to 22-year-old Veiled Beaut founder Sana Mahmood. The GMU business student launched Veiled Beaut in April 2016 to provide affordable, modest clothing for Muslim women in America, a standout brand in an industry that Mahmood says “wrongfully affirms that a woman’s influence must only lie within her appeal and physical features.” The project has evolved into a complete line of stylish hijabs and a full-blown humanitarian effort.
Mahmood’s Veiled Beaut features stylish hijabs and kimonos made of high-quality fabrics. There is no shortage of vibrant colors, intricate lace or playful tassels—expressive designs that highlight the personalities of the women wearing them. Through these products, she hopes to shift the paradigm on how the world sees female empowerment and social justice.
Mahmood started the brand to bring ease to consumers by providing affordable, exceptional products to the modern day Muslimah or modest woman.
“I immediately noticed a lack of affordable products that are given to the American Muslim market. The fashion industry isn’t targeting Muslim-American women or their needs,” explains Mahmood. And while her designs satisfy these needs, there’s more to them than meets the eye.
Mahmood went to great lengths to find a manufacturer with high safety standards and ethical treatment of employees because she wants her products to benefit both those who wear and create them.
“Growing up in a Muslim household, my parents always emphasized the importance of working for a cause greater than yourself, one of the core principles of my religion, Islam.” Selflessly exercising this principle, Mahmood donates 10 percent of Veiled Beaut’s annual profits to Helping Hand, an organization that feeds, clothes, shelters and educates orphans in Jordan.
While Veiled Beaut products are not currently available in stores, they can be ordered online.
