Deeply conservative Pakistan has strict notions of masculinity the place males are sometimes anticipated to be austere and flamboyant styling is to be averted. However savvy entrepreneurs in city centres have latched on to a new metrosexual development: male magnificence salons.
Whereas girls in city Pakistan have lengthy loved entry to the care of beauticians and stylists, costly facials and mani-pedis for males have gotten extra frequent as disposable incomes within the nation’s swelling center class develop — per capita revenue jumped by 6.four % in 2017. A vibrant social media tradition has additionally fuelled the will to be selfie-ready at any time, with influencers like Adnan Malik and Osman Khalid Butt attracting a whole bunch of 1000’s of followers on-line with their fashion-conscious posts.
At Tauseeq Haider’s “Males’s” salon, prospects normally fork out a minimal of 1,400 rupees (US$12.60) for a go to — a far cry from the 200 rupees spent at conventional barber outlets. “Males have equal proper to be groomed and occasions have modified. It’s no extra simply getting your haircut,” says Haider. “Senior residents, bureaucrats, they don’t really feel ashamed of claiming that I would like a facial, therapeutic massage, my nails should be achieved, please recommend what ought to I get,” he provides.
In rural Pakistan, males have historically taken their style ideas from Islamic dictates, with the Koran specifying the size of beard and moustache together with hygiene tips. And within the cities, Bollywood and Western leisure have lengthy pushed style tendencies for conscientious groomers. However occasions are altering quick within the quickly creating South Asian nation, with social media setting and wrecking tendencies in city centres on the velocity of a swipe.
Rising disposal incomes
In accordance with Lebanese salon proprietor Michael Kanaan, who has been based mostly in Pakistan for greater than a decade, rising wages and larger publicity to world tradition is fanning the burgeoning demand. “The Pakistan male is turning into extra metrosexual. It’s all because of the web and the age of satellites and TVs,” says Kanaan.
Economist Minhajul Haque agrees, saying Pakistani males are additionally subjected to a brand new slew of internet advertising campaigns which have strengthened the development. “There may be this entire lot of intelligent advertising and marketing of male magnificence merchandise which is spurring demand,” he explains.
Humayun Khan, 49, says he’s effective with spending more cash to look good and his spouse is supportive of the brand new ardour. “I… get my nails achieved, get my haircut, get my facial and I’m achieved for the day and after two weeks I come once more,” he says. “If I don’t look good, my spouse wouldn’t like me,” he laughs.
Stylist Ghulfam Ghori says Pakistani males are additionally now extra involved with skincare, choosing blackhead elimination, zits remedies and even the occasional brush with make-up earlier than main occasions like weddings. “Males are very aware about their pores and skin now… and think about it important to get facials. Beforehand it was not frequent, however now the development is growing amongst males to get themselves groomed,” says Ghori.
Nevertheless it’s not simply the salons which are cashing in on Pakistani males’s blossoming cosmopolitan predilections. Zafar Bakhtawari, chairman of the D. Watson Group, one in all Pakistan’s greatest pharmacy chains, explains: “I can say there may be a revolution arising in Pakistan within the male psyche that they’re turning into very a lot aware about their magnificence, about their face, about their hair, about their gown and it’s an important revolution.”