Pyaara Collection Campaign Poster

This illustrated campaign poster was created for Pyaara, my personal beauty brand project, to challenge toxic masculinity and restrictive beauty standards for men in Pakistan. The project aims to normalize men wearing makeup and embracing softness without sacrificing identity or culture. The poster features a vectorised self-portrait of me wearing products from the Pyaara collection, including eyeshadow, mascara, and highlighter. I intentionally depict visible body hair to reject hyper-polished beauty ideals and present an honest, unfiltered male body. Using my own likeness allows the work to exist as both personal expression and cultural critique. Purple is the core colour of the brand, chosen as a blend of blue and pink to bridge gender binaries. The use of purple skin introduces a new, “exotic” form of beauty that disrupts traditional Pakistani beauty norms. The Urdu slogan, translating to “Men can be pretty too,” grounds the campaign culturally, positioning beauty as inclusive, fluid, and deeply local.

Adobe Illustrator

December 2022