Sparkle and shine

Pakistan has seen a number of foreign beauty and hair products making a foray into the market. L’Oreal, Toni and Guy, Catwalk TIGI and Balmain Hair have established a presence over the past couple of years, marking a change from the years where these products were smuggled into the country. This has helped increase competition in the country’s small beauty product market, and has given consumers a taste of foreign products at affordable prices.

The newest addition is the range of beauty products from Los Angeles called Beyond Beauty, which launched in Karachi on Sunday evening.

Sumera Yousuf, the director of the Beyond Beauty outlet told The Express Tribune that she has been working in the field for a decade and was based in Los Angeles.

“Beyond Beauty  is a service point and an outlet,” Yousaf says. “Our products are made from minerals and they are chemical free. One line of the products, called ‘Ore Gold’, feature 24-carat gold dust in the make-up. When applied it completely transforms you.” The price points vary, as Ore Gold costs between Rs5,000 and Rs8,000 while another product range, Da Vinci, is priced between Rs1,000 and Rs3,000.

Beyond Beauty is also aiming for a slice of the competitive salon market. “Since it is a service point as well, we are offering bridal make-up, massages, facials and makeovers with our special products.” At the launch, several models received makeovers with the products.

Sumera Yousaf says that at her salon, which is located in Zamzama, “one can find every beauty product under one roof, from shampoos to hair extensions.”

She is confident that Beyond Beuty can capture a share of the market, “Clients will definitely come back; they won’t find these products anywhere else.”

Published in The Express Tribune, July 1^st, 2010.