The three-day beauty expo will begin with an Awards Gala Night and will continue with an expo, offering master classes, panel discussions and all things related to beauty.
The concept of beauty is usually tied in with convention and stereotypes but to counter those stereotypes and promote a healthy new image of the word, a three-day event – Beyond Beautiful – has been organized in collaboration with beauty brands and brand ambassadors willing to push the envelope. The event will commence on Friday, January 25, and will run through the weekend.
Helmed by Frieha Altaf, CEO/Creative Head at Catwalk Event Management & Productions, Beyond Beautiful is Pakistan’s first ever beauty expo for both men and women, which will bring local and international brands to the forefront along with introducing the latest beauty trends in the global market to the consumer. But it’s not just about finding the right products. The three-day event aims to spread tolerance, inclusivity and realism within the realm of beauty. Beyond Beautiful will set a different yet very real standard for the beauty industry.
The Awards Gala Night on Friday, an invite only event, will honour 12 people who have displayed substance and purpose, especially in changing stereotypes related to beauty, in the past one year. The award recipients have been selected by the BB Advisory Board, which includes actor and global ambassador for PAGE Aamina Sheikh, actor and host Adnan Malik, CEO of Talking Point Fareshteh Aslam, renowned dermatologist Dr. Tasneem Nakhoda, actor and director Zeba Bakhtiyar and designer Safinaz Muneer, among others.
The two-day expo (January 26-27) will feature custom hair and make-up shows, workshops, master classes and panel discussions featuring keynote speakers from a diverse cross-section of society.
Instep got in touch with some of the advisory board members to find out what Beyond Beautiful is all about, what beauty means to them and the things they are looking forward to at the expo.
Adnan Malik
“For me it’s about everything that the word beauty encompasses from what’s on the inside to what’s on the outside. Beauty is holistic and not specific for me,” shared Adnan. “When I was approached to be on the advisory board of Beyond Beautiful, I told Frieha Altaf that I wanted to focus on the ‘beyond’ part - conversations around beauty that aren’t just skin deep. As an advisor I have been involved in bringing issues like mental health, wellness, eating disorders, gender awareness and issues of masculinity to the table,” he revealed.
Some of the things that Adnan is quite excited about include hosting the Beyond Beautiful awards with the beyond beautiful Aamina Sheikh and the engaging talks, especially the ones on nutrition and masculinity. Apart from that he is looking forward to the breakout shows, exposure to locally manufactured beauty products and most importantly to see how this platform grows and develops over the years to encompass all aspects of beauty.
Fareshteh Aslam
“Beyond Beautiful is the need of the hour for our industry,” shared Fareshteh Aslam. “Exhibitions and expos are an integral part of the developed world and our local industry, plus the international chains operating in Pakistan, need the platform to connect with new consumers, to showcase their wares and to build the local market. Frieha has always broken new ground in everything she executes and as an Advisory Board member it’s been very heartening to see this passion come to life.”
Things that Fareshteh is looking forward to include exciting new discoveries, the master classes and the showcasing of well loved products. Besides, she is also looking forward to the Beyond Beautiful Awards at the Gala night and Social Media integration.
Zeba Bakhtiyar
“Beauty is about realizing that we are all created in God’s image and God is the all encompassing ultimate beauty. We need to search for that beauty within ourselves and find an expression for it,” shared Zeba Bakhtiyar.
She added that things she is looking forward to are diversity in beauty products, meeting the younger consumer along with engaging talks and the Beyond Beautiful Awards.
There is a lot more that the beauty expo has to offer. Expect to shatter some long-held stereotypes, some amazing hair and makeup shows, information on the beauty industry and how it works. Not just this, the makeup maestros and beauty legends will be imparting a lot of information and these are the things we think will keep everyone excited in Beyond Beautiful now and in the years to come as well.
