Ruba Zai — known online as @hijabhills — is a Netherlands-based modest fashion and lifestyle creator who has built one of the more recognizable voices in the European hijab content space.
Total Followers -0.1%
1.4M
Across Instagram, YouTube, TikTok
Primary Platform
1M followers · 71% of audience
Engagement
2.1%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $12K–$28K / IG post
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | -302 -0.0% | +0 +0.0% | +0 +0.0% | -302 |
| Last 30 days | -1408 -0.1% | +0 +0.0% | +112 +0.8% | -1296 |
| Last 90 days | -4122 -0.4% | +0 +0.0% | +310 +2.1% | -3812 |
| Last 365 days | -4122 -0.4% | +0 +0.0% | +310 +2.1% | -3812 |
Daily follower snapshots from CreatorDB's longitudinal index.
Ruba Zai — known online as @hijabhills — is a Netherlands-based modest fashion and lifestyle creator who has built one of the more recognizable voices in the European hijab content space. Operating under the tagline of elevating modesty with style, she produces outfit-of-the-day content, beauty and grooming routines, shopping guides, and personal vlogs that blend aspirational aesthetics with a grounded, relatable tone. Her YouTube channel, launched well before Instagram became the dominant platform for fashion creators, helped establish her early credibility in the niche, with content spanning hijab tutorials, beauty advice, and lifestyle commentary. More recently her creative output has extended into reality television, a crossover that distinguishes her from the majority of modest fashion influencers who remain digital-only. Recurring references to Dubai in her content signal a lifestyle that moves between European and Gulf audiences, both of which are core markets for modest fashion.
hijabhills reaches an audience concentrated in NLD primarily through Instagram, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As a fashion creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on Instagram runs around 2.1%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows fashion content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For NLD-focused brands in fashion and related categories, hijabhills offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at @hijabhills's tier (Macro, 1.4M combined followers, NLD). Pulled from CreatorDB's category benchmarks.
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Hijabhills' real name is Ruba Zai. She uses the handle @hijabhills across her social platforms, but her full name appears in her publicly listed business email, making Ruba Zai the name most fans and brand partners associate with her.
Yes — Ruba Zai mentions an active Reality TV show directly in her Instagram bio, inviting her followers to tune in. This makes her one of the few hijab modest fashion creators to extend her brand beyond social media into a television format.
Ruba Zai is based in the Netherlands, which accounts for the largest share of her audience. That said, Dubai appears heavily in her content and hashtag usage, pointing to frequent travel there for shoots and lifestyle posts — giving her feed a dual Dutch-and-Gulf aesthetic.
As of mid-2026, hijabhills has not posted a YouTube video in roughly a year, despite having built a substantial subscriber base there with beauty, fashion, and advice content. Her creative energy has clearly shifted to Instagram, where her engagement consistently runs above the category average.
Ruba Zai posts modest fashion outfits, hijab styling ideas, beauty routines, get-ready-with-me videos, and aspirational lifestyle content centered on empowering Muslim women through style. Her stated mission — 'Elevating Modesty with Style' — frames covered dressing as fashion-forward rather than limiting.
#grwm is a regular part of Ruba Zai's hashtag set, confirming she creates get-ready-with-me videos that blend hijab styling with full beauty prep. It's one of the formats that resonates most with her core audience of women in the 18–34 bracket looking for practical modest fashion inspiration.
Dubai is one of hijabhills' most-used location hashtags, appearing alongside her core tags like #hijabfashion, #modestfashion, and #ootd. The pairing of luxury travel visuals with modest styling has become a recognizable pillar of her Instagram aesthetic.
Ruba Zai lists her business contact publicly in her Instagram bio as contact@rubazai.com. As a Macro-tier creator with over a million Instagram followers and engagement running above the category median, she is a sought-after partner for fashion, beauty, and lifestyle brands targeting a Muslim-inclusive female audience.
Yes, Ruba Zai is on TikTok under @hijabhills, where her bio redirects followers to her Instagram. Her TikTok following is a fraction of her Instagram reach, but the account has been steadily growing and shows notably strong engagement relative to its size.
While Ruba Zai's single largest audience bloc is in the Netherlands, she draws significant followings from the United States, Nigeria, Saudi Arabia, and the United Kingdom. That geographic spread reflects the genuinely global appetite for hijab modest fashion content, especially among women aged 18–34.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@hijabhills · Instagram
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