The Pakistani man redefined!
Over time, the ‘maula jutt’ image has given way to a pretty boy persona.
KARACHI:
Alarm, snooze, and jump! It’s no longer a blissful morning routine of just ‘shower and go’. The modern man of Pakistan, anywhere from 16 to 60, now needs at least two hours before stepping out. Getting ready means face and hair products, sexy colognes, trendy clothes, and a healthy breakfast.
Predominance of metrosexuality in Pakistan caused the “macho man” to shift focus and enhance appearance, personal hygiene, style, and health.
Rewind 20 years, and the men went to the local barber, ignored grooming, dressed rough and tough, and avoided their sensitive side. The classic need for being the bread-winner with a moustache was the preferred trait. The credit for this revolution in Pakistani men goes to the media, higher education, and mixed gender work environments. In the late 90s, the masculine “maula jutt” image faded and brought forth the “pretty boy” personality, health awareness, and fashion sense — all of which Pakistanis welcomed fervently.
Gender-based products, pampering salon services and the male fashion industry are now on the rise in Pakistan (there’s even going to be a Men’s Fashion Week!). Men’s grooming has gone mainstream, with the “look-good, feel-good” motto. From local to international companies, the range of products for men’s skin-care, hair-care, and body-care have grown significantly due to demand. The Body Shop, Gillette, L’Oreal, and many other companies have expanded product ranges including beauty products for anti-aging, sun-care, skin-whitening, and face-lifting. Companies like Unilever, Luscious Cosmetics, and Sunsilk Men have been advertising fairness creams, exfoliating scrubs, and nourishing hair gels have become part of the daily regimen.
Heart-throbs like Fawad Khan, Imran Abbas and Shahzad Sheikh have become role-models, and men of all age groups want to feel desirable and confident. This leads to men booking appointments for body waxing, face peels, and laser treatments. Bald men want to get hair transplants, and hairy men want to get permanent body hair removals. Step into a men’s salon and notice the comfort zone men are in getting their mani-pedi sessions, massages, waxing or facials. One of the most widespread salons, Depilex, has four branches for men, along with 30 for women. Massarat Misbah, the owner, states that men have responded very well to the services Depilex offers. “The problem with men is that they feel shy. But now things have changed. Men want to have healthy skin and body and they are becoming conscious of it,” Misbah says.
The awakening of the modern man could be explained by the growing acceptance of homosexuality in some circles, Hollywood celebrities, and of course the attraction to women. As Khalid Malik, RJ and TV actor explains, “Credit goes to the number of women in the business world these days. Everyone wants to shape up and feel good!” With increased interaction between men and women in the work-force or universities, men have become very particular about their looks and behaviour. Being in the television industry, Malik has seen tremendous change in the way a story “hero” is classified.
The change in the Pakistanis’ mindset also changed lifestyles, considering healthy eating habits, regular exercise, and routine doctor’s visits have been recognised. Memberships at fitness clubs and gyms have also become affordable for the working man, who now can even get help from personal trainers.
If you’re not with the programme yet, here’s a brief guide to being a metro-sexual male in Pakistan:
1. Be clean-shaved (or have a light stubble to give a somewhat rough look)
2. Wear trendy clothes (skinny jeans, bright colours, and classy shoes)
3. Think about body care (nails, skin, hair, and odour)
4. Observe how you speak (soft, well-mannered, and smiling)
5. Have confidence, but don’t ignore your sensitive side.
Published in The Express Tribune, September 9th, 2012.
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Alarm, snooze, and jump! It’s no longer a blissful morning routine of just ‘shower and go’. The modern man of Pakistan, anywhere from 16 to 60, now needs at least two hours before stepping out. Getting ready means face and hair products, sexy colognes, trendy clothes, and a healthy breakfast.
Predominance of metrosexuality in Pakistan caused the “macho man” to shift focus and enhance appearance, personal hygiene, style, and health.
Rewind 20 years, and the men went to the local barber, ignored grooming, dressed rough and tough, and avoided their sensitive side. The classic need for being the bread-winner with a moustache was the preferred trait. The credit for this revolution in Pakistani men goes to the media, higher education, and mixed gender work environments. In the late 90s, the masculine “maula jutt” image faded and brought forth the “pretty boy” personality, health awareness, and fashion sense — all of which Pakistanis welcomed fervently.
Gender-based products, pampering salon services and the male fashion industry are now on the rise in Pakistan (there’s even going to be a Men’s Fashion Week!). Men’s grooming has gone mainstream, with the “look-good, feel-good” motto. From local to international companies, the range of products for men’s skin-care, hair-care, and body-care have grown significantly due to demand. The Body Shop, Gillette, L’Oreal, and many other companies have expanded product ranges including beauty products for anti-aging, sun-care, skin-whitening, and face-lifting. Companies like Unilever, Luscious Cosmetics, and Sunsilk Men have been advertising fairness creams, exfoliating scrubs, and nourishing hair gels have become part of the daily regimen.
Heart-throbs like Fawad Khan, Imran Abbas and Shahzad Sheikh have become role-models, and men of all age groups want to feel desirable and confident. This leads to men booking appointments for body waxing, face peels, and laser treatments. Bald men want to get hair transplants, and hairy men want to get permanent body hair removals. Step into a men’s salon and notice the comfort zone men are in getting their mani-pedi sessions, massages, waxing or facials. One of the most widespread salons, Depilex, has four branches for men, along with 30 for women. Massarat Misbah, the owner, states that men have responded very well to the services Depilex offers. “The problem with men is that they feel shy. But now things have changed. Men want to have healthy skin and body and they are becoming conscious of it,” Misbah says.
The awakening of the modern man could be explained by the growing acceptance of homosexuality in some circles, Hollywood celebrities, and of course the attraction to women. As Khalid Malik, RJ and TV actor explains, “Credit goes to the number of women in the business world these days. Everyone wants to shape up and feel good!” With increased interaction between men and women in the work-force or universities, men have become very particular about their looks and behaviour. Being in the television industry, Malik has seen tremendous change in the way a story “hero” is classified.
The change in the Pakistanis’ mindset also changed lifestyles, considering healthy eating habits, regular exercise, and routine doctor’s visits have been recognised. Memberships at fitness clubs and gyms have also become affordable for the working man, who now can even get help from personal trainers.
If you’re not with the programme yet, here’s a brief guide to being a metro-sexual male in Pakistan:
1. Be clean-shaved (or have a light stubble to give a somewhat rough look)
2. Wear trendy clothes (skinny jeans, bright colours, and classy shoes)
3. Think about body care (nails, skin, hair, and odour)
4. Observe how you speak (soft, well-mannered, and smiling)
5. Have confidence, but don’t ignore your sensitive side.
Published in The Express Tribune, September 9th, 2012.
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