Beyond Beautiful; This is How Pakistani Celebrities are Breaking the Stereotypes of the Beauty World

Beyond Beautiful, a great initiative organized by Frieha Altaf, to promote a healthy image of the word 'beauty' and the beauty industry, was graced by many celebrities, makeup artists, models and the who’s who of the beauty industry in Pakistan. Here is why this was such an important event
Beyond Beautiful; This is How Pakistani Celebrities are Breaking the Stereotypes of the Beauty World
Nabila and Asim Raza

Beyond Beautiful – The much-awaited three-day event finally had a grand opening with a Gala Night on January 25 at Marriott Hotel in Karachi, Pakistan.

The notion of beauty is naively tied in with stereotypes and convention, however, to counter those categories and promote a healthy image of the word, a three-day event was organized in collaboration with big brands and names in the industry willing to push the envelope. Helmed by Frieha Altaf, CEO/Creative Head at Catwalk Event Management & Productions, Beyond Beautiful was Pakistan’s first ever beauty expo, with the aim to spread tolerance, inclusivity and realism with the realm of beauty. Here is a glimpse of all that happened.

The first day of Beyond Beautiful opened up with the red carpet, which had all the glitz and glam expected from it. The star-studded red carpet saw celebrities like Meera Irtiza, Ali Kazmi, Nabila, Zeba Bakhtiar, Angeline Malik, Hina Dilpazeer, Sheheryaar Munawar, HSY, Natasha, and Hajra Khan among others.

Adnan Malik and Amina Sheikh

Ali Kazmi and Meera

Frieha Altaf

Natasha Baig

Sana Mir

Shahzad Roy

Shaniera Akram

Sheheryar Munawar

Sonya Khan

The show was opened by Frieha Altaf, who reinforced that beauty is skin-deep and it isn’t just what you look on the outside.“This is not a beauty pageant. It’s not! The idea of beauty is if you are not beautiful inside than you are nothing. This is the reason, we gather here today, to celebrate all those who beautiful from the inside as well as the outside. The people who are beyond beautiful.”

Later, the actual purpose of the night began when 12 people who had displayed substance and purpose, especially in changing the convention and stereotypes related to beauty in the past one year were recognized and awarded for their achievements. These included Khadija Rehman from Generations; Sitara-e-Imtiaz winner, Shahzad Roy; the man for all causes, Mushtaq Chappra; the number 1 female ODI baller in the world, Sana Mir; animal-rights champion, Ayesha Chundrigar and finally the woman who managed to become the identity of transgenders in Pakistan, Kami Sid, among others.

Beyond Beautiful has indeed set a different yet very real standard for the beauty industry, and we’re totally rooting for it and more initiatives as such.