Esratul Jahan Shova The bloom of women entrepreneurship in Bangladesh in the 21st century is extraordinary. Beauty business entrepreneurship is a significant part of this. Acknowledged as a separate industry in 2020 by the Government of Bangladesh, the sector has seen a positive boom in annual revenues.
The ongoing social media trends have raised the expectations of this industry's consumers, thanks to the artists' sincere efforts. Makeover and self-care specialists are emerging stronger than ever in this woman-dominated industry and keeping pace with the international industries.
The beauty scene in Bangladesh
The history of beauty salons in Bangladesh dates back to the Pakistan period. The first beauty salon in this region was run by Chinese citizens, starting in 1963. Later, it was named 'May Fair.' Two other salons started in the following years - Hong Kong and Lee Beauty Parlours. Initially, only two or three services, like wedding makeup and haircuts, were provided. Only actresses and women from elite families used to visit the salons.
Living Doll, launched by Zarina Asghar, was the first beauty parlour in independent Bangladesh. She provided services as well as training. Lucy Beauty Parlor, the first beauty salon outside Dhaka, was opened in Chattogram and is still operating there.
The beauty industry is a potential sector for small and medium industries in Bangladesh. There are small and big beauty salons, spas, and makeover galleries throughout the country, with the big-name brands mostly set in the capital. Currently, the number of registered salons is over 350,000, as of the latest surveys in 2020. More than a million women are now engaged in this industry. The annual turnover as of 2020 exceeded Tk 5 billion mark.
Unlike other industries, the faces we see in the present beauty industry are made by themselves, with little to no help from investors. Yet, the entrepreneurs are making a name for themselves and offering huge potential in the international beauty industry.
To draw a clearer picture of how the industry looks like, this writer has reached three talented beauty artists who shared their experience working in this industry.
Glam Up by Esrat
Esratul Jahan Shova, a Mass Communication and Journalism graduate from the University of Dhaka, started her own Salon and Makeover gallery in 2019. She started with a capital of only Tk 10 thousand, borrowed from a close friend. All she had was a chair, a mirror and some makeup products for her first gallery that started in her bedroom. Today, she runs a two-story makeover gallery and salon with a team of five in Dhaka.
Esrat's journey was filled with struggles and obstacles. As a Communication and Journalism major, Esrat worked as a business reporter with two reputed national dailies. But both of them lacked the challenge she desired in her job.
She explains, "As a girl, assignments I was given were cliche, and I could do them sitting at a desk. I was never challenged like my male colleagues used to be. So, I decided to quit."
But Esrat's job influenced her inspiration to be an entrepreneur. She came across many women entrepreneurs whose life stories and courage motivated her to start her own journey.
"My honourable teachers, Shaonti Haider ma'am and Sabrina Sultana Chowdhury ma'am had always inspired me to take up my passion as a career. So, I gathered the courage and started planning how to start a gallery," Esrat said.
Well, her family didn't support her initially, barring her mother. She had to face constant criticism as to why she was giving up a career in government jobs or journalism, which looked more lucrative.
Esrat continued facing issues in her workplace too. The owner of the gallery she rented wasn't a nice person, who caused frequent problems like verbal abuse, insulting her clients, and even attempts to disconnect the electricity. But Esrat wasn't daunted by these; rather, she moved to a better place with positive support.
"All the negativity and criticism have only made me stronger," she remarked. Her salon runs on the profit it makes, without any outside investment.
"My communication major has helped me throughout my journey. I have to expertly deal with my clientele, manage the staff and build a strong branding presence," Esrat continued, "To be an entrepreneur in this industry, the beginning is the hardest part. You face many hurdles; the hardest ones are discouragement and lack of trust from loved ones. But one must remember to be passionate about their goals and be patient in dealing with any criticism or obstacles."
The beauty business industry in Bangladesh is flourishing with creativity and innovativeness, according to Esrat. She believes with proper planning and preparation and advanced courses made more available, this industry can grow bigger. New talents joining the force every day are leading the way to make it bigger for them and the industry as a whole.
But Esrat also pointed out some constraints in the existing system. Although female entrepreneurs can draw loans, the rigidity in the interest rate and pressure from lack of trust for female entrepreneurs discourage many from seeking financial assistance.
Makeover by Raisa Naushin
Makeover artist and content creator Raisa Naushin is studying Media Studies and Journalism at the University of Liberal Arts Bangladesh (ULAB.) Her page 'Makeover by Raisa Naushin' started its journey in 2016. She won the 'NTV Women's World: Challenge with Colors' in the same year. This win inspired her to take up makeup artistry as a career option. She was only an intermediate student back then.
Raisa started very young; her skills and passion helped her develop the business. Her page grew and gained huge responses from clients and media.
"I always loved makeup. I loved the art behind it. The competition I won encouraged me to do more with brushes. I consider the human face the most delicate canvas, and I practice my art there," Raisa said.
Raisa used the prize money she got from the competition as her capital. Her gallery started from her bedroom, with a few modifications to it. It is exclusively a makeover gallery; other services are not provided here. Raisa gives equal importance to content creation associated with her work, like makeovers.
"It is important to build connections and relate to my target clientele, tell them a story they can connect. It is a part of my journey and a global marketing tool," she added.
"When I started in 2016, it was uncommon to build a full-fledged career in the makeup industry. I was not entirely sure if I could establish a brand. But I invested time and a lot of patience. It has only grown and still runs on its profit," said Raisa confidently.
According to her, the industry has seen a boom in the past three to four years. There is huge participation from aspiring artists who courageously decided to start their own ventures in recent times.
"There is creativity and talent in new artists, but clients always look for traditional and classic experts. This lessens the scope for newcomers to showcase their talents, making the competition severe," she noted.
Raisa thinks creativity and uniqueness are the key factors that can make an artist stand out in this industry. "Because of social media, we have seen it all, literally. So, everyone is expecting something new and fresh that keeps the spirit of this industry alive. An artist must stand out from the crowd if they want to create a position for them," she opined.
Raisa thinks the main obstacle still is the lack of support for women entrepreneurs. She explained, "Family and society still stereotype that women cannot handle being 'independent'. This practice is prominent in educated families as well. It is crucial to make them understand that a woman entrepreneur can change the course of even the national economy through her work. CSR campaigns, competitions, and internship programmes can go a long way in changing this scenario."
Maliha Ibrahim's Studio and Salon
After finishing her A level, Maliha Ibrahim started her makeover venture. It started with the name 'Makeup by Maliha Ibrahim' in 2016. By 2021, it became a one-stop spa and salon solution for brides and non-brides. And Maliha Ibrahim is one of the most loved names now in Chattagram for modern-day brides.
Maliha always feared doing a desk job. So, with the support of her parents, she started her business venture. Her initial capital came from her friends and family, which grew over time with profits, thanks to her effort and the relentless support from her family.
Maliha started with a goal to provide full self-care experiences for brides and non-brides. In her words, "Fashion, luxury, beauty, and self-care brands and products always come at a price. In my opinion, no matter what happens, beauty and self-care are things most people don't want to give up. Hence, this sector will continue to boom. Since I started, my business also has grown with every passing day."
Maliha is flexible in terms of managing her staff, and she focuses on upskilling them through training. "I am happy with my business, but the fact that I have created job opportunities for other people gives me a different level of fulfilment," she added.
Maliha believes in the changes a strong beauty industry can bring to a society. She believes financial independence boosts self-confidence in women. She opined, "The industry has made many positive changes; now people are gradually adopting the incentive of accepting the way they look and prioritising to uplift their individual features."
Nevertheless, the unaffordability of the courses available or products required for aspiring artists worries her. But there is optimism among these resilient artists like Esrat, Raisa and Maliha, who are confident of bringing about a positive change through their skills and professionalism.
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