The Challenges of the Iranian Beauty Industry
Working in Iran presented its unique set of challenges. The country’s cultural and legal restrictions meant that make-up was one of the few avenues through which women could express their individuality and beauty. With strict dress codes in place, especially the mandatory hijab, women in Iran often focus their beauty efforts on their faces. As Azita explains, many Iranian women suffer from damaged hair due to wearing scarves and using subpar hair care products. This places even more importance on the artistry of facial make-up, as it becomes the primary means of showcasing personal style and beauty.
During her time in Iran, Azita noticed a significant change in beauty standards. The younger generation, both men and women, have become more physically fit, fashionable, and appearance-conscious compared to previous generations. Many have embraced modern trends, including cosmetic surgery and fitness regimens, contributing to a more polished and contemporary look.
Azita also observed a growing demand for professional make-up, not just for weddings but for everyday events and gatherings. This trend highlights a shift in societal attitudes, with women in Homeland increasingly looking for ways to express themselves through fashion and beauty, despite the constraints imposed on them.