It almost seems like a quiet revolution. The way Pakistanis have altered their approach to their personal and beauty care regimes. And this applies to both women and men. Gone are the days of single product usage, the choice driven either by the habitual or by what is easy to find or easy to afford. Today, Pakistani women and men are not only aware of the products that are available to them, they have become selective in their choices, their decisions to buy no longer motivated by glossy advertisements that promise an overnight change in their appearance and therefore in their lives. Rather, they are taking charge of what they buy and use by listening to what influencers are talking about and by asking pertinent questions about the suitability of a particular product in terms of their own specific requirements.

What has brought about this change? Social media of course. Social media in terms of raising awareness and also in terms of facilitating the burgeoning of niche beauty and personal care businesses able to compete with the established brands by providing affordable solutions. The other important factor at play is the fact that the formulations are no longer necessarily patented, but are made available to would-be manufacturers with the agility to pivot from one formulation to another as trends change. Then there is the Gen Z effect, which prizes what is authentic and natural above all else, and which is also prone to greater gender fluidity, making it even more acceptable for men to turn their attention to skin and hair care products.

Propelling these trends is a cohort of influencers ready to engage with their audiences and enter into deeper level conversations about what they should use and how to use it to maximum effect. Influencers have become an almost irresistible force in providing information and advice on how to navigate the quantum of choices that are becoming available both on and offline.

Nevertheless, and despite the gloomy economic climate, the beauty and personal care category is flourishing. It is now seen as part and parcel of a movement that encapsulates physical fitness, work-life balance, good sleep hygiene and a healthy diet.

The best part about this sea change is that the tyranny of the fairness cream seems to be in retreat. Fairness may, in certain segments, unfortunately remain a beauty standard, but with the conversation moving to skin types and tones, the emphasis is moving towards working with products that actually deliver on the promise to nurture our overall well-being.

A question that remains to be resolved is that of standards and quality control, and like most things in Pakistan, be it food, pharmaceuticals or any agent that impacts our health, the regulatory authority, in this case, the Pakistan Standards and Quality Control Authority (PSQCA), is not performing to optimum capacity, leaving room for substandard products that may contain toxic chemicals. However, in this regard, the previous government has approved a draft bill aimed at setting up the Pakistan General Cosmetics Authority (PGCA) under the Ministry of Science and Technology. Although the draft bill is primarily aimed at weeding out counterfeit products, it is hoped that it will regulate the formulations used in manufacturing local products. However, even if the bill is passed, this will still remain a hope rather than a reality, pending concrete action.

Nevertheless, and despite the gloomy economic climate, the beauty and personal care category is flourishing. It is now seen as part and parcel of a movement that encapsulates physical fitness, work-life balance, good sleep hygiene and a healthy diet. Beauty and personal care has graduated from being a vanity project to becoming an essential component of an overarching wellness-oriented lifestyle. And that is a very good thing.