This week, Jannah, a very popular young Egyptian TikToker, started a series of "Options" videos, sharing ideas with thousands of her followers on what to shop for the Eid Al-Adha holiday.

These include ideas for outfits, makeup, and maybe beachwear, given that summer is already here.

Jannah, whose videos have gone viral on TikTok for about a year and a half, knew she needed to include something essential in an Islamic feast, a nice outfit for the post-dawn prayers (Salat El-Eid).

For the past decade, Salat El-Eid has become more than a religious ritual to be observed by the devout; it is now also a social gathering that requires some styling.

“It has become like an outing that women like to get ideas on how to get dressed for; they look for simple and modest outfits, nude sort of no-makeup makeup looks, and so on,” she said.

Styling for prayers has also become a Ramadan tradition, mainly over the past decade, as young ladies and women invest time and money in buying outfits for the extended daily evening session of prayers observed during the holy Muslim month.

In one of her TikTok videos on Ramadan in March, Jannah opted to liberate the styling scheme from the predominantly popular kaftan, which again has been in for about a decade and is available at a range of prices, from a few hundred pounds to several thousand pounds.

Part of the styling scheme she is trying to suggest to her followers is to buy clothing items and makeup products that fit for more than one specific occasion and that could carry the woman, especially those young working women, from day to evening with little worry about the need to redo the entire look.

In her mid-20s, Jannah has an academic teaching career in English literature and linguistics. She knows what it takes for a professional woman to budget for shopping and dress for long days that could end with a pleasant outing.

However, she said it is different for holidays like Eid Al-Adha, when women want to dress differently for prayers, family gatherings, and evening outings with friends.

At a moment of economic crunch, when the vast majority of the population is trying hard to economize, Jannah has been trying to share with her followers, who are primarily women of her age, not necessarily of her upper-middle-class background, ideas on local brands that sell quality products, primarily online, with reasonable prices.

Jannah’s TikTok exercise launched with a big kick when she made a video on local perfumes.

As a woman who would not dare step out of the house without ensuring she smelled nice, Jannah was caught up in the inflation and devaluation that caused her favourite French perfume to jump from around EGP 1,500 to the 8K line.

Like other career women in her age bracket, Jannah decided to invest time in exploring local options that could help her restrict her consumption of her favourite perfume to specific occasions.

“It is not impossible to find some really good alternatives that are much more inexpensive and actually affordable from local brands — provided that one knows their own favourite notes,” she said.

In several of her videos, she shared ideas on "layering to get the right smell." She is also perfectly unapologetic about considering "dupes" for high-end perfume brands.

Jannah takes pride in having perfumes as her niche; she said she is pleased to share her experience with women who may not have a fortune or may not simply wish to spend a fortune to smell nice.

For her, the idea of a TikTok fashion and beauty influencer should be about making both accessible.

For Eid and other communal prayer occasions, Jannah also has ideas about a discrete fresh smell that does not violate modesty.

She also has videos helping unveiled women to cover their hair in flair and style for the prayers. “Women who do not wear hijab look for this; they don’t just want to settle for grabbing any scarf and wrapping it around their head,” she said.

She added that many local brands have upgraded the production of hair covers for women, and there are many different styles of hair wraps now, including the tighter-around-the-neck and looser-fit hijab.

As a charming veiled young woman, Jannah is always happy to look into the comments on her TikTok page to answer as many questions as possible for women who wear the veil about how to look modest and pretty on their day-in, day-out, religious, and other special occasions, or at the beach.

“It is not difficult any more with the so many choices especially with the increasingly popular trend of modest fashion that is getting attention all over the world,” she said.

She said that special modest swimwear is no longer strictly for hijab-wearing women; it has picked up on a broader scale, like the rest of modest fashion trends.

“There are so many local brands for makeup and clothes, many are online, and the options are really vast,” she said.

As a prime TikTok influencer, Jannah clarified that she gets requests to review old and new products.

"Holidays are always a season for sharing new ideas," she concluded.