The Pakistani beauty industry has significantly transformed in recent years, shifting from fairness-focused products to clean and inclusive beauty standards.
This change is due to the growing demand for safe, sustainable, and inclusive beauty products that cater to diverse consumer needs.
The rise of local clean beauty brands results from this shift, providing products free from harmful ingredients that promote healthy, radiant skin.
In this article, we will discuss the evolving landscape of Pakistan’s beauty industry, the importance of active ingredients and natural extracts in beauty products, and the growing demand for clean and inclusive beauty in the country.
In the past, fairness creams dominated the Pakistani skincare market. However, there has been a shift towards clean beauty, with consumers increasingly opting for brands that align with their values of transparency, sustainability, and inclusivity, especially in the high-end segment.
Local clean beauty brands have gained popularity and offer an alternative to imported brands, which is particularly appealing given the depreciating PKR.
Active ingredients like vitamin C, Niacinamide, and Hyaluronic acid, along with their concentration percentages, are critical for the efficacy of beauty products.
When combined with natural extracts, they bring credibility to a product’s performance compared to simple concoctions that promise quick results.
It is essential for new consumers to understand the significance of active ingredients in beauty products.
The transformation of Pakistan’s beauty industry is an excellent opportunity for local clean beauty brands to flourish and cater to consumers’ evolving preferences.
The growing demand for clean beauty products allows consumers to confidently choose safe, sustainable, and inclusive products.
Local clean beauty brands committed to safe, sustainable, and inclusive beauty are gaining momentum and positive consumer feedback.
The growing demand for local clean beauty brands in Pakistan is not just about a shift towards safe and sustainable beauty products but also due to a range of practical issues that consumers face.
Firstly, there is a widespread issue of fake imported beauty products that are often sold at low prices in the local market.
Consumers have become increasingly aware of these fake products and are looking for trustworthy local brands that offer genuine, safe, and effective products.
Secondly, while many consumers are aware of the benefits of using premium imported beauty brands, these brands are often expensive and may not be affordable for everyone.
This has further fuelled the demand for good quality local beauty products that offer an excellent alternative at a more affordable price.
Lastly, consumers often face availability issues with their favorite imported brands due to distribution challenges, which has led to them seeking out local alternatives.
In this context, local clean beauty brands are filling a significant market gap by offering safe, effective, and readily available products.
In conclusion, the shift towards clean and kind beauty standards in Pakistan reflects the changing mindset of consumers and presents a significant opportunity for local clean beauty brands to thrive.
With the inclusion of active ingredients and natural extracts in their products, clean beauty brands can meet the evolving preferences of consumers and offer products that are safe, sustainable, and inclusive.
The Author is a seasoned marketing professional with over 13 years of experience in brand management and marketing. He has worked for top FMCG companies such as Unilever, L’Oreal, Colgate-Palmolive, and Nestle, and currently serves as the Head of Marketing and Operations at HERbeauty. Additionally, he was a marketing instructor/visiting faculty at Lahore University of Management Sciences (LUMS), IoBM and SZABIST.
Source: Pro Pakistani