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Are male beauty salons the next big thing in Pakistan?

Are male beauty salons the next big thing in Pakistan?

Men's salons are now offering more than just a haircut and Pakistani men are all for it
22 Feb, 2018

Nails are buffed, blackheads scrubbed and coffee sipped to the sound of clipping scissors inside the "Men's" salon in Pakistan's capital Islamabad, where a growing number of male patrons are set on revamping their style.

Deeply conservative Pakistan has strict notions of masculinity where men are often expected to be austere and flamboyant styling is to be avoided.

But savvy entrepreneurs in urban centres have latched on to a new metrosexual trend: male beauty salons.

While women in urban Pakistan have long enjoyed access to the care of beauticians and stylists, expensive facials and mani-pedis for men are becoming more common as disposable incomes in the nation's swelling middle class grow -- per capita income jumped by 6.4 percent in 2017.

A vibrant social media culture has also fuelled the desire to be selfie-ready at any time, with influencers like Adnan Malik and Osman Khalid Butt attracting hundreds of thousands of followers online with their fashion-conscious posts.

At Tauseeq Haider's "Men's" salon, customers usually fork out a minimum of 1,400 rupees ($12.60) for a visit -- a far cry from the 200 rupees spent at traditional barber shops.

"Men have equal right to be groomed and times have changed. It's no more just getting your haircut," says Haider.

"Senior citizens, bureaucrats, they don't feel ashamed of saying that I need a facial, massage, my nails need to be done, please suggest what should I get," he adds.

In rural Pakistan, men have traditionally taken their fashion tips from Islamic dictates, with the Quran specifying the length of beard and moustache along with hygiene guidelines.

And in the cities, Bollywood and Western entertainment have long driven fashion trends for conscientious groomers.

But times are changing fast in the rapidly developing South Asian nation, with social media setting and wrecking trends in urban centres at the speed of a swipe.

'More metrosexual'

According to Lebanese salon owner Michael Kanaan, who has been based in Pakistan for more than a decade, rising wages and greater exposure to global culture is fanning the burgeoning demand.

"The Pakistan male is becoming more metrosexual. It is all due to the internet and the age of satellites and and TVs," says Kanaan.

Economist Minhajul Haque agrees, saying Pakistani men are also subjected to a new slew of online advertising campaigns that have reinforced the trend.

"There is this whole lot of clever marketing of male beauty products which is spurring demand," he explains.

Humayun Khan, 49, says he is fine with spending more money to look good and his wife is supportive of the new passion.

"I... get my nails done, get my haircut, get my facial and I am done for the day and after two weeks I come again," he says.

"If I don't look good, my wife wouldn't like me," he laughs.

Stylist Ghulfam Ghori says Pakistani men are also now more concerned with skincare, opting for blackhead removal, acne treatments and even the occasional brush with makeup before major events like weddings.

"Men are very conscious about their skin now... and consider it essential to get facials. Previously it was not common, but now the trend is increasing among men to get themselves groomed," says Ghori.

But it's not just the salons that are cashing in on Pakistani men's blossoming cosmopolitan predilections.

Zafar Bakhtawari, chairman of the D. Watson Group, one of Pakistan's biggest pharmacy chains, explains:"I can say there is a revolution coming up in Pakistan in the male psyche that they are becoming very much conscious about their beauty, about their face, about their hair, about their dress and it's a great revolution."

Comments

omveer Feb 22, 2018 10:02am
Yup. With Chinese staff.
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ebrahim Feb 22, 2018 10:08am
everybody is crying of inflation and nevertheless lifestyle is being made costly
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Sajid Feb 22, 2018 10:21am
I have never been to a salon in my whole life. I just go to a barber shop once in a month, get my hair trimmed and face shaved for Rs 120/- and that is all folks. Sajid from North Karachi.
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Pakistan_Zindabad Feb 22, 2018 12:22pm
In my view, this is the progress in wrong direction by ignoring more important issues like getting higher education and jobs on merits, self respect and not getting away from our religious and cultural values. Our youngsters should focus on these important issues that will help them to be part of a civilized and healthy society.
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Ammar Feb 22, 2018 12:58pm
We were voted 3rd best looking male back in 2015, this year we weren't even in the top 20. So we need to up our game
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harris Feb 22, 2018 01:45pm
hahahaaaaa........ Why not I guess... Male focus on looking prettier is more productive since it makes everything alright on the surface at least. Since deep down inside, we are incapable of doing anything in this brave new world...
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Khan Feb 22, 2018 01:45pm
Only ever had my hair cut at a saloon, never even a shave and I belong to the so-called 2% of Pakistan and am under 40.
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iab Feb 22, 2018 09:27pm
Men also want hair styles not just cutting. Men also want manicure , pedicure, eye brow setting and threading cheek hair.
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speak_truth Feb 22, 2018 10:38pm
@Sajid I cut my own hair and trim by beard as needed.
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