In the age of the body positivity movement, is saying “I want to lose weight” still socially acceptable? ‘Slimming down’ has been replaced by a much more holistic ‘Getting healthy’ and everything this entails – from physical to mental health to Feng Shui.

Wellbeing today is a catch-all term that in 2023 was worth $6.3 trillion globally (source: The Global Wellness Institute) – an industry bigger than the global pharmaceutical or sports industry. Defined by the institute as the “active pursuits of activities, choices and lifestyle that lead to a state of holistic health,” wellness habits in Pakistan have been passed down generations, be it ubtan and haldi face masks or panjeeri given to new mums. So what does wellness look like from a Pakistani brand and product perspective?

The terms ‘wellness’ and ‘organic’ have become deeply intertwined, even if they don’t always mean the same thing. In Pakistan, household names like Saeed Ghani, Herbion and Qarshi have long been associated with organic wellness products, rooted in herbal and natural remedies. Take Hamdard Laboratories, a heavyweight in unani (traditional) and herbal medicine, which has been around for over a century. It is best known for Rooh Afza, the iconic lal sharbat of Ramzan, although its reach extends far beyond that. Similarly, products like Naunehal Gripe Water and Naunehal Ispaghol have been passed down through generations as trusted home remedies. Qarshi’s Johar Joshanda and Toot Siah are staples in most medicine cabinets, always on hand at the first sign of a sniffle. On the skincare side, Saeed Ghani predates Pakistan’s partition. Their range of products used to be mostly packaged kitchen totkas – from dyeing hair with henna to using rose water and alcohol-free fragrances, but they are now diversifying into all-popular serums, including those made with retinol, hyaluronic acid and Vitamin C.

The organic shift has, however, not been led by tradition but by awareness and a hefty dusting of hype. Concerns over pesticides, synthetic fertilisers, GMOs, hormones and antibiotics have made everyone more conscious of what we consume. Similarly, awareness of harmful chemicals in skincare (parabens, sulphates and phthalates) was practically non-existent before social media. Now, with influencers and celebrities jumping on the organic bandwagon, notions of beauty and wellness have been redefined. Celebrities such as Gwyneth Paltrow with Goop and Jessica Alba with Honest Beauty have equated beauty and wellness with organic skincare lines. Then there is the impact of social media, where hundreds of mom-and-pop stores have popped up, turning into single-person operations with a few thousand followers. At the same time, the climate change conversation has pushed sustainable farming and biodiversity into the mainstream.

“Interest in health and wellbeing has increased by five times over the last half-decade in Pakistan and more so globally,” estimates Zohair Hemani, Director of Hemani Group, a Pakistani company that produces and exports herbal products, perfumery and cosmetics. The company promotes goods that are natural, chemical and toxin-free and recently partnered with celebrity Waseem Badami to launch a skincare brand with its own identity. In fact, since the pandemic, interest in wellness has surged as people have realised that a stronger immune system means better chances of fighting off infections. This has led to a rise in the popularity of supplements and superfoods, both locally and globally – lion’s mane, berberine and chia seeds are just a few examples that have gone viral. In the past, people were less inclined to read product labels and customer reviews or question the additives and ingredients in what they consumed, says Hemani.

Along with an increasing emphasis on organic food, skincare and supplements, there has been a shift towards physical wellbeing. However, despite growing awareness, Pakistan’s health and wellness ecosystem is still in its infancy, says Ahmar Azam, CEO, TriFit. Given that Pakistan has some of the highest rates in the world in terms of diabetes, hypertension, obesity and coronary diseases, it could be said that the country is facing a serious public health crisis. Fortunately, Gen Z and Millennials are rejecting the sedentary lifestyle of Gen X and Baby Boomers, and while previous generations opted to pop medicines for longevity and better health, the younger generations prefer a more holistic wellness lifestyle, says Azam. Affordability, however, remains a challenge. A 2025 study by Portas Consulting, commissioned by the Health and Fitness Association, USA, examined the price elasticity of gym memberships. The findings suggest that a 10% reduction in gym fees (either through government subsidies, such as reduced or no sales tax, or corporate-sponsored memberships) could result in a 10% increase in gym participation, something that would significantly improve public health.

A growing area of wellness is self-care through aromatherapy, which can play a role in stress management. “Pleasant scents stimulate the brain’s limbic system through the olfactory senses that control emotions and mood,” explains Qirat Piracha, founder of the candle brand Scents on Fire. Certain fragrances can ease anxiety and stress, while citrus scents boost energy and focus. Often paired with yoga, meditation or reading, aromatherapy has become an increasingly popular way to support mental health.

The rise of wellness is intertwined with the rise of the influencer economy – and is both a blessing and a curse. On one hand, social media influencers have promoted self-care and holistic wellbeing; on the other hand, there is misinformation and pseudoscience. “Many influencers promote trendy but unproven health claims (for example: this product detoxes your skin), misinterpret scientific studies, or cherry-pick data to fit their narrative,” says Myra Qureshi, co-founder and CEO, Conatural Beauty, a local brand offering natural and organic skincare and haircare products.

In Pakistan, some influencers in the wellness space lack both expertise and ethical responsibility. Many self-proclaimed ‘experts’ offer advice on skincare, weight loss and supplements without any formal qualifications, resulting in misleading medical guidance, such as recommending supplements without understanding contraindications or potential side effects. This culture of ‘fake authenticity’ makes it difficult for people to differentiate between genuine advice and paid promotions, ultimately diluting the credibility of the wellness industry, explains Qureshi.

Although Pakistan seems to have made a pivot towards choosing healthier alternatives for holistic wellbeing, many challenges remain. Affordability is the biggest hurdle and the ability to afford wellness products when the country is still recovering from massive macroeconomic shocks is highly restricted. As a result, wellness trends are largely confined to urban, educated, middle and upper-income groups. This is reflected in Pakistan’s wellness economy per capita spending – in 2023 it was $38 (roughly Rs 10,600), compared to Bangladesh’s $57 and India’s $104 (source: Global Wellness Institute).

Yet, despite challenges, the shift toward wellness is undeniable. Whether through traditional remedies, modern supplements or mindfulness practices, an increasing number of Pakistanis are recognising that health extends beyond treating illness and that it is about prevention, balance and overall wellbeing – and incorporating these practices in the long term.

Fatima S. Attarwala heads Dawn’s Business & Finance desk and is a host of the podcast All Things Money. fatima.attarwala@dawn.com