Home Business & Finance Fashion industry’s icon Frieha Altaf again at forefront with her latest venture ‘‘Beyond Beautiful’

Fashion industry’s icon Frieha Altaf again at forefront with her latest venture ‘‘Beyond Beautiful’



Fashion industry’s iconic personality Frieha Altaf CEO of Catwalk was speaking candidly with the team BizToday regarding her latest and upcoming venture by the name of ‘Beyond Beautiful’, which she promises to be one window solution beauty enthusiasts. During this informal session she sounded very confident as usual and was very optimistic about ‘Beyond Beautiful’.

BizToday: How the idea of ‘Beyond Beautiful’ conceived?

Frieha Altaf: It was a need here in Pakistan, something had to be done about the prejudice and limited options that are here in the beauty industry due to the lack of education and awareness. Why do individuals have to spend lakhs to gain the same experience when we can offer exactly that on our own turf? A full 360 beauty experience.

BizToday: What is the focus of ‘Beyond Beautiful’?

Frieha Altaf: To encourage Confidence throughout the entire nation, doesn’t matter what age you are, what you skin tone or even what gender you are. Confidence is a right for every individual to own without restriction.

To embrace Diversity with open arms. As a nation made up of various different ethnic groups naturally we all have individual and significantly unique looks. At the end all these various types of Diversity is what unifies us as one Beautiful nation. Pakistan is Diversity.

To empower Change for the betterment of society. As a developing nation we as a society face a lot of prejudice and old age social taboos consistently taking precedence over what Pakistan as a society critically needs for its growth on the global and national market. Encouraging change through education, training and awareness is the only way Pakistan will grow, develop and be a key contender in the world stage. Change is a necessity not a choice.

BizToday: Who do you think will be your target audience / potential buyers?

Frieha Altaf: Anyone, beauty has no age restriction, no gender, so why should we aim it at a specific group of people? Whether you are buying moisturizer for your child, eyeliner for yourself or even estrogen tablets for your mother as she is going through menopause. This is aimed at everyone and anyone.

BizToday: Do you think it’s right time for ‘Beyond Beautiful’, keeping in mind current political and economic situation?

Frieha Altaf: When will be the right time? Remember someone has to force change in order for change to occur. This is the perfect time for Beyond Beautiful to take center stage and make it clear no political or economic situation can stop change or growth. Remember we are still living in a society where we see and hear regularly of individuals being targeted. Whether its acid attack or being burnt, these victims can get help and support through the beauty industry it can be through surgeries, facial regeneration or even hair and makeup. These industries have solid opportunities to help individuals that truly need it. So why not start now?

BizToday: Do you plan to introduce something new, launch and surprises during ‘Beyond Beautiful’?

Frieha Altaf: You will have to wait and see, can’t expose every surprise now.

BizToday: Why is your beauty movement ‘Beyond Beautiful’ more inclined towards women?

Frieha Altaf: t’s not more inclined towards women. We are focusing just as much on men. Again this is a social stereotype, you hear the words Beautiful or beauty or makeup and hair you automatically assume it is a movement aimed particularly at women. No, it’s aimed as much at men as it is at women. There will be exhibitors focusing on men’s beauty treatments, healthcare, products & services, and most importantly there will be a conference given by Adnan Malik on ‘Masculinity in the 21st Century’. And let’s not forget the other advisory board members are also made up of men as well as women such as Abu-zar Bokhari, Shamoon Sultan, Rashid Rana, Attiq Ahmed as well as Adnan Malik.

BizToday: Don’t we have too much of these kind of events? As we get to see big pharma (dermatologist) exhibitions, wedding exhibitions, fashions weeks, jewellery exhibitions etc. All of these exhibitions project same kind of goods/services that you might be trying to do as well.

Frieha Altaf: There is definitely room to do more. But for now, Beyond Beautiful is the focus as this is a project that is close to our hearts and we want to give it our all to make sure it is executed right.

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