Iranian Women Beauty And Makeup
Under mandatory curtain and, despite the hard times, Iranian women are unrestrained demonstrating one feature on which they feel the need to spend money. Their faces.
Every day wear makeup is probably more common in Iran than in some Western liberal countries. This is a rare opportunity to parade their beauty without fear of official reprimand.
With the female population over 38 million, Iran is the second largest market for cosmetics in the Middle East in terms of revenue, after Saudi Arabia, the world’s seventh largest.
30-year old fashion designer Tina Zarinnam says, “Iranian women wear makeup as soon as they get up in the morning. Even if they feel ill, they know that they must look beautiful in the street.”
French luxury brand Lancome recently announced his return to Iran after decades away, inviting about 400 industries and artists to one of the biggest hotels in Tehran to celebrate his return.
It was the first time since the Islamic revolution of 1979 that a major Western brand – Lancome is the number one luxury line group L’Oreal – was opened with such fanfare.
Many American cosmetics brands were not sold on the official Iranian market, as the U.S. imposed a trade embargo in 1980. U.S. and EU sanctions on oil and other industries, remain in force in Iran, despite the temporary transaction aimed at eventually end the nation’s nuclear standoff with the West, but many foreign companies accused of restrictions to create barriers to trade.
Makeup professionals estimate that Iranian women buy about one tube of mascara in the month, eclipsing one every four months, bought the French. Lancome is represented in Iran perfumery network Safir, a leading official distributor of beauty products. Created in 2010, the chain is currently about 20 branches across the country.
Only 40 percent of the market is controlled by Iran’s official distributors. The rest is divided among bootleggers, working in parallel at fairs and small shops, cosmetics and cosmetics importing illegally, says Pegah Goshayeshi, Safir’s chief executive. Imports are expensive, as are strict rules and high government officials must approve the product before it gets a label which guarantees its quality.
Wearing makeup does not violate the laws of the Islamic Republic, however, because Islam does not forbid perfume or cosmetics. Makeup is also a form of self-expression in a society where the compulsory wearing of Hijab requires women to cover their hair and body in loose clothing when outdoors, regardless of their religion.
Tastes in makeup differ in different parts of the country. In northern Iran, colored mascara and perfume with floral aroma is preferred, and women in the south tend to buy black ink and a stronger, more musky perfume.
Iranian men also gradually leaning towards using more makeup. “They take better care of their skin, because they want to look younger,” Goshayeshi adds.
In a country affected by a severe economic crisis, partly because of Western sanctions, makeup is considered expensive but it is often a small salve to help forget everyday problems.
“Makeup has an impact on the one who wears it … I put on makeup because I love it. I enjoy wearing it. It makes me feel fresh and calm,” says Forough Heidari, a 42-year-old physiotherapist.
And the Iranian market is by no means saturated. “There is still room for luxury goods in the medium or low-end market” despite the presence of 20 Iranian and foreign brands, says Vista Bavar, founder and director of the Caprice brand.
“Iran has a large youth population, most of whom still live with their parents. They do not have to care too much about expenses” and can spend a lot on beauty products, she adds.