Grooming market booms in Kashmir
Srinagar, Feb 4: The Kashmir Valley is witnessing a dynamic transformation in its beauty and grooming landscape, marked by a surge in parlours and evolving consumer preferences. Driven by social media influence and changing beauty standards, the region is experiencing a significant shift from traditional skincare approaches to modern, trend-driven grooming practices.
This emerging market is characterised by increased consumer awareness, growing disposable income, and a digital-first approach to personal care. Young Kashmiris are actively engaging with global beauty trends, turning salon visits from occasional luxuries into regular self-care routines. The proliferation of beauty professionals leveraging social media platforms has further accelerated this industry's growth, creating new business opportunities and reshaping local perceptions of personal grooming.
What was once considered a luxury—visiting a salon—has become an everyday routine for many Kashmiris, reflecting a growing confidence and desire for self-expression through beauty. The landscape of grooming is exciting and dynamic, marking the rise of a new trend in the Kashmir Valley.
Historically, Kashmiri women were less concerned about skincare and haircare, often relying on home remedies, with salon visits reserved for special occasions like weddings and festivals. However, this perspective has shifted drastically.
“Previously, ladies would visit parlours only for weddings, but now they are more conscious of self-care,” says Huriya, a Srinagar-based makeup artist who provides beauty services through her Instagram handle. “Nowadays, women are investing in their beauty month after month, engaging in skincare treatments and hair maintenance. Social media significantly influences beauty trends, as individuals follow celebrities, beauty influencers, and skincare experts for guidance,” she added.
Huriya, currently pursuing a Master’s degree, has ambitions to explore the beauty business further. Although she doesn’t own a salon yet, she plans to establish one in the near future.
A significant driver of the rise in beauty salons in Srinagar is the growing demand for bridal cosmetics and makeup. Kashmiri weddings are renowned for their grandeur, and brides now aspire to present their best selves with the help of skilled makeup artists. High-definition (HD) and airbrush cosmetics have gained popularity, shifting away from traditional bridal looks that were once exclusive to a select few. "Bridal makeup is the cornerstone of our business. Almost every bride books appointments months in advance to secure the best services for their special day," says Shazia Jan, a beauty salon owner in Srinagar. She adds that pre-wedding skincare procedures, such as facials and hair treatments, are becoming necessities for brides.
Importantly, the beauty industry is not just for women. Men's grooming services have surged in popularity in recent years, influenced by Western culture. An increasing number of men are opting for hair treatments such as hair rebounding, keratin services, beard styling, and facials. Kashmiri men are keen to embrace these trends, reflecting a growing consciousness about personal grooming.
Suhaib Rashid, owner of Hairbucks, a hybrid men's salon in Batamaloo, observes a significant increase in demand for grooming services, which prompted him to start his own salon. "Most men are now looking for expert haircutting, beard grooming, and skincare treatments which were not previously regarded as essential," he states. Many clients are willing to pay for professional styling and grooming services, and there is a noticeable concern among men regarding skincare, with treatments aimed at addressing issues such as pollution damage becoming increasingly sought after.
With new salons opening throughout the valley, beauty experts predict continued growth in the beauty sector. "People are becoming more open to self-care, and the demand for expert services rises daily," notes Shazia.
The rise of beauty salons heralds a significant shift in societal attitudes towards grooming. With changing beauty trends and increasing awareness, the grooming industry in Kashmir stands poised for considerable growth in the years to come.