Beauty brand Safi Shayla (Safi) is challenging stereotypes and championing female empowerment with its new ‘Sembur, Play, Slay!’ campaign. ‘Sembur’ is Bahasa for the word ‘Spray’. The campaign celebrates the release of Safi parfum mist rambut (perfumed hair mist) and features hijab-wearing female gamers in a TV commercial, in-store point-of-sales materials, and social media postings.