Body care: The Dresser goes organic

Stylist Asmaa Mumtaz launches an organic body care unit in Lahore.

LAHORE:

The new frontier in skin care is organic. Many people argue that this approach of beautification — which focuses on fixing pressure points and increasing circulation for a healthier body apart from using natural herbs for the skin — is a trend that is here to stay and not just a short-lived fad.

Testimony to this statement is the fact that, slowly and gradually, more and more people have started the transition into an organic and green lifestyle. Having said that, it is important to remember that, due to low-levels of awareness, this all-natural trend will take time to establish a foothold in Pakistan.

The Dresser, Asmaa Mumtaz’s style and makeover studio, launched an organic body care unit in Lahore, providing free foot and hand massages for guests. Mumtaz’s innovative and carefully-created treatments look to provide refreshing and stress-relieving body and skin care solutions. Historically, there have been forms of mud and other natural skin remedies that have been used in Pakistan. Organic skin care, in the mainstream, is a relatively new concept.

The Dresser, located in the secluded back alleys of Lahore, was initially Mumtaz’s old family warehouse which has now turned into an indie-styled contemporary salon, oozing with progressive and modern styling.

Several leading socialites, designers, fashionistas were seen trying new organic massages, enjoying the delectable scents as cameras circled around hoping to catch a glimpse of some of the biggest names in Pakistan’s entertainment industry.

The stress-relieving atmosphere is an essential element of The Dresser and this is a result of Mumtaz’s philosophy that each client must be at peace. In order to meet this requirement, customers are only taken on an appointment basis. In addition to this, they are also served an array of soothing drinks, brewed coffee and snacks as soon as they enter.

“Organic is definitely the trend nowadays because it helps get away from chemicals and other preservatives thus refreshing the skin and body,” explains Mumtaz, who has grown many of the purely organic materials in her own home garden located near the salon.

“Ultimately, we have to go green because we’re not only affecting our environment but also ourselves with chemicals.”

This means everything ranging from aloe vera to mint goes through a rigorous process in which Mumtaz examines and then customises treatments for each individual according to their skin type and need.

The Dresser, which includes a new therapy and massage room, consists of what Mumtaz likes to call ‘concoctions’ of an array of various ingredients along with delectable soothing refreshers for a calming effect on the clients. As a result everything in The Dresser is pure.

Typically, most salons of Pakistan use aromatherapy with the help of scented candles. The Dresser, however, focuses on a form aromatherapy through the use of natural oils.

Amra Javed, a housewife present at the launch, rues the extensive use of chemical-laden products in salons, highlighting the importance of spreading awareness of organic-based skin care products. “This is a very new thing in Pakistan. We had some indigenous treatments but most people were really not aware of organic-based skincare,” she explained. “People generally have two questions: Whether it’s affordable and what exactly are the benefits of organic-based skin care.”

As a result, the overall market for organic-based skin care products and services is rather unexplored. It means more awareness is needed towards natural and more innovative health and beauty solutions. “It’s a global trend,” explained Mumtaz. “But here in Pakistan, since the selection of organic products is limited, I had to create my own products.”

The other frontier, which is currently being explored, will be holistic treatment and healing in the beautification process. In line with that, The Dresser has already introduced its specialised Holistic Rescue Treatments for common day-to-day issues.

Published in The Express Tribune, July 14^th, 2011.