Not an “influencer” story—an actual life, lived on camera
There are millions watching, but the biggest parts of life still stay off-screen. In this episode, Will and Sana (Saleh Family) pull back the curtain on what being a Muslim content creator family really looks like—away from the glossy highlight reel, aesthetic edits, and manufactured drama.
They also challenge the label itself. They don’t like being called “influencers” in the traditional sense. To them, the word carries a suggestion of influence that isn’t necessarily tied to calling others towards Allah. Instead, they describe their role as content creators—sharing some parts of their lives publicly, while keeping other parts private.
“We as Muslims have one influencer” — and the bar is different
Will and Sana explain their perspective clearly: in Islam, there is one model of influence they consider truly central—the Prophet Muhammad (peace be upon him). Anyone else who draws attention is, in their view, doing their part to emulate him as best they can.
They’re mindful that many people use “influencer” to describe everyday content—shopping, lifestyle posts, and trends—without necessarily connecting it to anything more meaningful. For them, faith matters, and so does intention.
The life nobody sees: privacy, faith, and family boundaries
One of the most striking themes in the video is what’s not shown. Will and Sana talk about keeping parts of life private, including family milestones. They even describe hiding an entire pregnancy until weeks after their son was born—emphasising that visibility doesn’t have to mean sharing everything.
They also reflect on the way their audience sees them as “the alternative”: Muslim kids don’t look like everyone else on social media, and their families may not share the same religion as those mainstream creators. They host pop-up shops, and they mention countless children attending because they’re watching—and they’re inspired to see representation that feels closer to home.
How their career began: a cat lip-sync and a “perfect storm”
Before sponsorships and big platform moments, their origin story sounds almost playful. Will and Sana describe starting on TikTok in 2020, when the app still felt unfamiliar. A friend pushed them to join. At first, they didn’t expect much—then they uploaded their first video: a lip-sync video featuring their cat, Maui.
From there, they posted jokes and skits. They built momentum without a blueprint, filming at night after putting their children to bed—often with basic setups, including a “notorious gray wall.” In the early days, the camera quality and everything about the production was far from polished. But the content connected.
They describe one skit in particular that “exploded”—a playful, staged setup where they changed clothes between scenes and ended the video watching a movie. The following climbed rapidly after that early viral moment, turning a passion project into something real.
From TikTok to YouTube: adapting when the platform landscape shifted
Growth didn’t stay tied to one app. Will and Sana describe how, around the same time, they began creating content that expanded beyond short-form videos—dipping into YouTube family vlogging. They also reference how their TikTok following faced restrictions in places such as India (as they explain it), which pushed them to find a place where people could still reach their content.
When YouTube Shorts launched, they moved quickly. In the early days, they had to use workarounds—such as adding “#shorts” to make sure videos were picked up. Even then, they say their channel surged to around a million views rapidly.
Building alongside a business: orders, hijabs, and lives filmed after bedtime
Social media wasn’t the only thing happening. They started La Hijabs, and they talk about how content creation and their business supported each other—filming and going live, while also filling orders and making hijabs.
Will and Sana describe their routine as a “perfect storm”: being able to grow as creators, turn that growth into a full-time career, and run their business at the same time. They say they’ve been creating full-time for around five years, with the early shift driven by the way their platforms expanded.
The brand side: paid deals, silence, and the cost of speaking up
Success came with the usual package: brands, agencies, and pressure. Will and Sana describe working with major brands and department-store names (though they don’t name them). They also mention the reality of “greasy” behaviour in parts of the Muslim creator space—people who ask for help, then disappear when they no longer need something.
They also tell a deeper story about values and consequences. When they refused to stay silent on Palestine, they say they experienced backlash and what it cost them. They’re clear that some moments aren’t made for the whole world—and they speak about the idea that speaking up can be expensive, even when you believe it’s the right call.
Agency fallout and unexpected turns
Alongside brand work came agency involvement. They explain that a talent agency contacted them, and it initially felt suspicious—something that could have been a scam. They eventually signed and describe the agency in terms of being established and high-profile, with other well-known talent.
But relationships didn’t last forever. They mention parting ways quickly—within about ten days—underscoring that even “top” partnerships can change fast in the creator world.
What they want you to take away: the “right call” through all the noise
Despite the ups and downs—platform shifts, business growth, drops and fallout, and the challenges of navigating Muslim community expectations—Will and Sana say they still believe they made the right call every single time.
For viewers, the episode becomes more than a behind-the-scenes story. It’s a reminder that representation takes effort, that privacy is a form of wisdom, and that faith and integrity can shape what you share—and what you refuse to trade away.
Plan your next adventure with Sakina Tours
If what you’ve learned from Saleh Family’s story is that life is meant to be lived fully (not just posted), then it’s a perfect moment to step outside the screen. At Sakina Tours, we create curated travel experiences designed for families and friends who want meaningful journeys—without the unnecessary noise.
Whether you’re looking for a culture-rich break, a family holiday, or a trip that feels spiritually grounded, we’ll help you find the right itinerary for your next chapter.
