Beyond Beautiful this weekend at the Marriott brought together some of the country’s best beauty brands for a three-day festival that included a gala awards night, an interactive exhibition, live demos and panel discussions. As well as exploring the best beauty products and treatments available, this exhibition was about celebrating beauty in all its forms and looking beyond conventional standards of beauty. As the show’s organiser Frieha Altaf said at the gala night,
“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.”
The Beyond Beautiful Awards were truly inspiring, recognising people who have striven to make a real change. The winners included Sameer who created the Robin Hood Army, a group that takes excess food from weddings and other events and gives it to the underprivileged with dignity. Khadija Rehman from Generations won for her inspirational campaigns that take fashion into a more ethical and inclusive direction. Sitara-e-Imtiaz winner, Shahzad Roy and Mushtaq Chappra of the Citizens Foundation both won for their charitable works.