Home Business & Finance ‘Beyond Beautiful is a movement to celebrate and enhance beauty: Frieha Altaf

‘Beyond Beautiful is a movement to celebrate and enhance beauty: Frieha Altaf

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By Rafiq Vayani

KARACHI: Catwalk Event Management and Productions, renowned event management company, introduces their upcoming project ‘Beyond Beautiful’ – amongst celebrities, socialites and entrepreneurs at The Deli on Friday.

Pakistan’s first ever beauty expo, Beyond Beautiful will bring beauty and glamour under one roof for three consecutive days in Karachi. Led by Frieha Altaf – CEO/Creative Head at Catwalk Event Management & Productions, ‘Beyond Beautiful’ aims to create awareness, educate consumers and provide customized options with a mission to not just benefit one brand but the entire beauty and personal care industry.

The press conference was attended by Beyond Beautiful Advisory Board, ( Aamina Sheikh, Frieha Altaf, Ali Fawad, Dr. Nakhoda, Fareshteh Aslam , Zeba Bakhtiar and representation of men will be in advisory board as well as beauty advisor from Lahore. Some of other celebrities was attended Sarwat Gillani, Nadia Hussain, Zhalay Sarhadi amongst others.

Scheduled to be held in the first quarter of next year, the event will showcase creativity for personal care products from make-up, hair and skin care, nails and fragrance for both men and women. With so much potential in the beauty industry and hardly any focused platform available in Pakistan, there is an opportunity to introduce a platform completely focusing on developing the beauty industry in Pakistan and making it a player at an international level.

Frieha Altaf says, ‘For us, ‘Beyond Beautiful’ is not just an event; it is a movement to celebrate and enhance beauty’. She adds, ‘I’m very excited to introduce the first of its kind beauty expo and shows. I have always enjoyed my role as a pioneer in the fashion industry and I think this annual event will bring great brands and their capabilities to the forefront as well as introduce the latest beauty trends in the global market to the consumer as well as connect all these businesses on one platform.’

The expo is intended to create opportunities for international brands to enter the market, for local brands to activate on a prestigious platform and to give Pakistan an interactive beauty platform along global lines. The expo will feature custom hair and make-up shows, workshops, master classes by local and international beauty brands.

Catwalk’s CSR division – Catwalk Cares will help empower beauty and education by sharing techniques and use of materials along with changing lives by giving out self-grooming sessions and scholarships.

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