Frieha Altaf to bring beauty and glamour under one roof in her upcoming project Beyond Beautiful

    Catwalk Event Management and Productions, renowned event management company, announces their upcoming project ‘Beyond Beautiful’ – Pakistan’s first ever beauty expo that will bring beauty and glamour under one roof for three consecutive days in Karachi.

    Led by Frieha Altaf – CEO/Creative Head at Catwalk Event Management & Productions, ‘Beyond Beautiful’ aims to create awareness, educate consumers and provide customized options with a mission to not just benefit one brand but the entire beauty and personal care industry.

    Scheduled to be held in the last quarter of this year, the event will showcase creativity for personal care products from make-up, hair and skin care, nails and fragrance for both men and women. With so much potential in the beauty industry and hardly any focused platform available in Pakistan, there is an opportunity to introduce a platform completely focusing on developing the beauty industry in Pakistan and making it a player at an international level.

    Frieha Altaf says, ‘For us, ‘Beyond Beautiful’ is not just an event; it is a movement to celebrate and enhance beauty’. She adds, ‘I’m very excited to introduce the first of its kind beauty expo and shows. I have always enjoyed my role as a pioneer in the fashion industry and I think this annual event will bring great brands and their capabilities to the forefront as well as introduce the latest beauty trends in the global market to the consumer as well as connect all these businesses on one platform.’

    The expo is intended to create opportunities for international brands to enter the market, for local brands to activate on a prestigious platform and to give Pakistan an interactive beauty platform along global lines. The expo will feature custom hair and make-up shows, workshops, master classes by local and international beauty brands.

    Catwalk’s CSR division – Catwalk Cares will help empower beauty and education by sharing techniques and use of materials along with changing lives by giving out self-grooming sessions and scholarships. Catwalk, a pioneer in event management, production and PR since 30 years, has worked on many successful projects such as the Lux Style Awards, PFDC and Fashion Week to name a few.