When Rizwana Raza started taking appointments at home as a home-based make-up artist and hair stylist more than a decade ago, her reason was not being able to leave young children alone at home, and to be able to manage her home while working. “It was a more convenient arrangement than working at salons that used to take up the entire day. This allowed me to juggle many things simultaneously, particularly being able to run my home and be there for my children,” she says.
All these years later, working from home still remains her choice even though she has been offered more lucrative full-time work options at well-known salons.
Home-based beauticians and make-up artists are all the rage in Karachi, and the reasons are many. A huge advantage which many make-up artists, like Qirat Baber, are using is the social media to advertise their work. “I was the first home-based make-up artist in the city on Snapchat. I use SnapChat, Instagram and Facebook to advertise my work. It is not without challenges as I only work by appointments so potential customers cannot just walk in to see my work and have to rely on photographs,” says Baber.
Yet she is very happy with working from home as it allows her to work in her own space, and at her own pace. Baber also appreciates the fact that she gets more undivided time with each client, and clients also have come to appreciate this rather than being in a salon that has many clients sitting in queues waiting to be dolled up. “Salons can become fish markets,” she says, sharing that she works with a single helper.
Another popular young home-based stylist, Rija Bakhtiar, started practising the art three-years ago, and now she has taken her passion to the next by setting up a salon at home. “Home was the only place at that time for me to start my business on a small scale. The working hours are flexible and the overheads are less as compared to opening up a studio. It has turned out to be my best decision,” she says. Internet was and is her only source of advertisement. She relies on Snapchat, Instagram, Facebook and Whatsapp.
All three make-up artists agree that money is also saved by the fact that they don’t have to pay taxes. “However, it is not like we have no overheads. The investment in equipment is a lot. Also, I mostly get my supplies online which proves to be quite expensive,” says Baber.
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For Bakhtiar, one challenge is that she can’t cater to large numbers of clients. “I have to stick with limited clients to maintain a normal environment at my home,” she says.
One difficulty these artists face is that if they do not provide other services like waxing, threading and face polish, for example, their clientele becomes limited. “And many clients do not like the home atmosphere. They like the ambience and hustle and bustle of a salon,” says Raza.
When asked how she makes up for that disadvantage, she candidly answers that she does so by keeping her rates very reasonable, by serving them coffee and snacks and working on developing a rapport with them. “I make friends out of my clients. Once that happens, they continue coming to me.”