Beauty expo ‘Beyond Beautiful’ aims to create awareness about personal care | Pakistan Today

Beauty expo ‘Beyond Beautiful’ aims to create awareness about personal care

KARACHI: ‘Beyond Beautiful’ – Catwalk Event Management and Productions’ much-awaited event scheduled to be held from January  25 to January 27,  2019, aims to showcase creativity for beauty and personal care for both men and women with the aim to create awareness, educate consumers and provide customised options about personal care industry.

Recently, the addition of Film/TV star Adnan Malik, leading Pakistani artist of his generation, Rashid Rana and Khaadi CEO Shamoon Sultan has been made to the ‘Beyond Beautiful’ Advisory Board. Existing members include Safinaz Muneer, Aamina Sheikh, Zeba Bakhtiar, Fareshteh Aslam and Dr Tasneem Nakhoda and the list will continue to grow.

The brain behind the project, Frieha Altaf says, “I welcome each adjoining member to the board, distinguished in their own field from Fashion, Art, Showbiz to Entrepreneurship, it is all about aesthetic sense”.

Adnan joins the Advisory Board as a voice of the 21st century male: successful and ambitious but also gender-sensitive, compassionate and dedicated to various social causes. His specific areas of interest are mental health, well-being and finding balance and harmony between the demands of contemporary society and self-care. His diverse experience in the media field as well as, his personal drive to redefine traditional ideas of masculinity, make his perspective a unique and valuable one for ‘Beyond Beautiful’.

Rashid Rana from Lahore first came to prominence in South Asia before gaining wider, international exposure after the millennium. In his photography, sculpture and digital printmaking, Rana transposes imagery from one time and place to another, through manipulation, repetition and rearrangement. He is the founding faculty member and head of the Fine Art department at Beaconhouse National University (BNU) in Lahore. His solo exhibitions include the Pakistan pavilion at the 56th Venice Biennale, Italy; ‘Labyrinth of Reflections’ at Mohatta Palace Museum, Karachi; and Musée Guimet, Paris, France. Rana has participated in group exhibitions at Ludwig Forum für Internationale Kunst, Aachen, Germany; Saatchi Gallery, London, UK; and the Asia Society, New York, NY, USA among others.

Shamoon Sultan began Khaadi in 1998, twenty years later, Khaadi is a global brand. He was driven by the idea of reviving the dying craft of handwoven fabric, designing it for the urban lifestyle. Shamoon finds it imperative to continuously support the craftsmanship of the people from rural areas. Shamoon is an eight time LUX Style Award winner and has been short listed as one of 10 contestants for International

Young Fashion Entrepreneur Award. He is also a recipient of International Hall of Fame – Pakistan’s Leading Fashion Houses on the Shell LiveWIRE and nominated for International Woolmark Prize, India & Middle East Region.

The website, is also set to go live giving consumers and retailers a chance to register as attendees or exhibitors.