Business Case Study MERIT & Katherine Power

Business Case Study

MERIT & Katherine Power

Introduction

Women play a crucial role in the beauty industry, from small trade practices and homemade remedies to salons, cosmetic shops, and corporate firms. Their contributions include entrepreneurship, management, technical skills, and community leadership at both local and international levels. Over the years, indie beauty founders have launched popular cosmetics brands that accelerated worldwide commercial success. With a massive global footprint, the brand drives extraordinary, wide-reaching production and sales. Modern beauty entrepreneurs such as Rare Beauty, Huda Beauty, Olay, and Emily Weiss, leveraging social media presence and digital community engagement have turned their niche beauty products into billion-dollar enterprises. Prioritizing consumer needs and actively redefining their standards of beauty, inclusivity, and business management, many women entrepreneurs like Katherine Power adapted a groundbreaking approach for cosmetic incubation and mass marketing.

The Purpose of Launching the Merit Beauty Brand

MERIT Beauty, a popular beauty brand, was formally launched in 2021 by female entrepreneur Katherine Power to address the growing dissatisfaction in the beauty market. The visionary entrepreneur and investor began as a service provider and salon owner, gradually established herself as a brand builder. Katherine Power, the CEO of the enterprise, has a proven track record of producing consumer products and brands that resonate with millennial and Gen X audiences. She is widely known for initiating category-leading businesses that prioritize accessibility, natural and unprocessed ingredients, and sustainability. The digital-first business models designed for modern shoppers include four successful brands: Who What Wear, Versed, Avaline, and MERIT. Each brand reflects a unique focus on accessibility, 100% vegan, and EU-compliant ingredients that boost natural skin radiance and vitality.

The key purpose of creating leading beauty brands is to simplify the beauty experience for modern consumers. Katherine observed that women were frustrated by complicated makeup routines featuring excessive products and multi-step tutorials. An extensive digital community survey helped her understand the growing demands of women for employing natural-looking cosmetics with clean and safe ingredients. To simplify the makeup routine, the major cosmetics player introduced a minimalist makeup kit, known as the "five-minute morning" routine. It includes a collection of versatile, multi-tasking products tailored to varying skin types.

Trailblazing Success Story of Katherine Power

Katherine Power has been recognized for her significant contributions to female-founded beauty brands, earning her a spot-on Fortune’s 40 Under 40 list and Fast Company’s Most Innovative Companies list. Her key ventures have also been highlighted by Adweek’s Creative 100 and Inc.’s 20 Young Entrepreneurs to Watch. Additionally, she was named Entrepreneur of the Year by Beauty Independent.

Power, who has revolutionized the beauty industry, began her entrepreneurial journey in 2006. That same year, she co-founded the fashion and lifestyle site, Who What Wear, with Hillary Kerr. She also launched Avaline, a natural and organic wine company in 2019-20 with Cameron Diaz. She is also a partner at seed-to-growth venture capital firm, Greycroft, and an active accomplice at Sonoma Brands, a private equity firm.

 

 

 

Driven by an endless entrepreneurial spirit, Katherine Powers fostered unprecedented diversity and unique perspectives in entrepreneurship. Consequently, in 2017, she envisioned launching a new wellness venture. The aim of developing a holistic personal care startup was to simplify skincare for women, as many find beauty routines time-consuming and involving extensive, "heavy" multi-step processes.

To promote her mindful beauty brand, Power shared a popular beauty Instagram post featuring a "five-minute Get Ready with Me" (GRWM) makeup video. As it went viral, millions of viewers got inspired, which fueled her motivation to launch a minimalist beauty brand worldwide. The real-time video demonstrated how a female cosmetics innovator did her entire makeup routine in just five minutes, utilizing a small, focused collection of multipurpose, lightweight, breathable products. and hydrating formulas. While introducing her minimalist beauty brand, MERIT Beauty, Katherine Power shares. “At that stage, I learned that there were many professional women like me who wanted to look elegant and refined and were looking for clean, fast, and minimalist cosmetics. Nevertheless, I am not a makeup artist and haven't spent hours watching beauty tutorials on YouTube. But I like makeup, and I intend to use a fast-beauty model that comprises sustainable and hyper-innovation beauty trends.”  

The minimalist brand has aligned itself with the growing consumer preference for sustainable consumption. "The Five-Minute Morning" has become very popular among consumers, highlighting a demand for a luxury beauty brand that offers clean, fast, and minimalist cosmetics. The brand makes one feel sophisticated and gives a flawless, natural look. Classy beauty product with aesthetic—minimalist gold packaging and muted, elegant tones enhances natural beauty and glamour. The upscale beauty products of Katherine Power made a mark on the beauty industry, launching a small, focused collection of multipurpose products that meet consumers’ varying needs.  A desire for luxurious, clean, skin-first formulas that simplify and ease the beauty routine.

Initiating fewer, better products and using refillable components, the brand successfully aligned with the growing consumer trends and needs. Consequently, within one year of its launch, the personal care startups achieved a revenue growth rate of $20 million. By the end of 2026, the brand will reach the impressive milestone of $100 million in sales and will continue to thrive.

Entrepreneurial Vision of Katherine Power

In her relentless pursuit of success in the beauty industry, the female aesthetic creator has introduced data-driven, minimalist, consumer-focused brands. By leveraging her unique strengths, leadership abilities, and team management skills, she has maximized her impact, focusing on financial independence, strategic resource allocation, and building a strong support network. Power believes that team building is essential for the success of any enterprise. She actively participated in the recruitment process to select dedicated professionals who would drive the business forward. A determined businesswoman driven by innovation, she confronted obstacles fearlessly and thrived despite adversity. As Katherine Power states, "Challenges are what keep things interesting. I enjoy problem-solving; it's almost a creative outlet for me." With visionary and engaged teams, the three companies experienced significant profit growth, successfully navigated challenges, and reached their targeted goals. 

Over the years, the beauty industry has experienced massive growth. Driven by female-founded brands and celebrity startups, the cosmetics industry has grown into a powerful, women-led market. Despite their influence, women entrepreneurs have faced significant barriers. One of the major challenges that Katherine Power faced was the saturated beauty industry. Competing with established beauty brands proved difficult during the initial phase of her venture. Many consumers felt overwhelmed by complicated beauty routines and an abundance of product choices, leading them to seek a minimalist beauty brand. To differentiate her brand in the competitive wellness industry, Power deliberately positioned Merit as the "antidote," aiming to make a lasting impact in the world of beauty.

To build consumer trust, she offered a detailed explanation of the components used in manufacturing the Five-Minute Morning Routine brand. The primary ingredients in their minimalist makeup and skincare products meet clean, vegan, cruelty-free, and EU-compliant standards. While developing her debut complexion products, Power ensured that the ingredient list was provided to buyers, dealers, and wholesalers to guarantee product safety and transparency, while avoiding vague marketing claims.

Another big challenge was digital marketing, customer acquisition, and secure retail distribution. As a new tech founder, Power experienced high customer acquisition costs (CAC) and lower engagement rates for the brand. She managed to grow brand valuation through her Instagram post, "Get Ready With Me" (GRWM). She organically built a community of 10,000 anticipated followers before the brand was officially launched. Though she gained brand loyalty through her beauty startups, Who What Wear, Versed, and Avaline, she still needed to convince consumers that her beauty brands meet targeted consumer needs and have sustained a high market value. Navigating the online shoppers' behaviors and managing hyper-growth led her to face strategic risk. Consequently, she had to limit the product launches and focus on building long-term brand loyalty.

Katherine Power, an innovator, has changed the perception of contemporary beauty standards by expressing, “Fans of Merit will see that, in contrast to conventional beauty brands, Merit’s products are designed in various, harmonious colors—pieces that have an heirloom quality. We aimed for a tactile experience that feels rewarding. It’s about having fewer items but ensuring they are of superior quality.”

Katherine Power encountered several important obstacles, including difficulties with financial management and scaling, as well as a lack of a networking strategy. This hindered her ability to participate in industry-specific programs and to build connections with entrepreneurs, investors, and retail partners that could expedite the global production and distribution of her beauty products.

Overview of the Personal Care and Wellness Industry

The skincare and cosmetic industry is projected to reach $312.4 billion by 2025, with a compound annual growth rate of $528.7 billion by 2034. This rapid expansion is marked by the rise of various luxury and prestige beauty brands, as well as both macro and micro beauty care startups, particularly those led by female entrepreneurs. These brands are shifting consumer preferences toward personalized and ingredient-conscious formulations. Visionaries in the beauty sector are conducting extensive research in biotech-derived actives, waterless formulations, and microbiome-friendly skincare. They anticipate creating highly innovative, aesthetically pleasing, and high-end beauty products that address specific skin conditions. Additionally, beauty creators and social media strategists have popularized the discovery and marketing of self-care products across Instagram, TikTok, and YouTube.

The new McKinsey analysis of the global beauty sector emphasizes that product exploration and commercial promotion have enabled women-led beauty brands to launch new ultra-premium beauty brands with trending or biotech-driven ingredients. To prove their incredible resilience in the competitive landscape, agile women's cosmetics brands have utilized social media channels, influencer marketing, and community building to nurture brand loyalty. Moreover, digital marketplaces, department stores, and specialty retail chains help attract and retain shoppers.

Regional Personal Care Market Forecast 

The women's cosmetics industry is recognized as the most thriving sector in emerging markets, particularly in Latin America, Southeast Asia, and Central Asia. The rising demand for beauty products in these regions has expanded the growth opportunities for scalable beauty brands. Asia-Pacific beauty and personal care market report states that the Asia-Pacific women's cosmetics market remains a leader, experiencing a growth rate of approximately 6.9% this year. This success is bolstered by ongoing investments from both global corporations and innovative local brands, which have contributed to the industry's increased growth rate.

 According to the Women's Cosmetics Market Report for 2025, with nearly 27.4% of the global market share, North America has become the second most lucrative region in 2025. The global revenue for the cosmetics industry is expected to grow at a compound annual growth rate (CAGR) of approximately 5.2% through 2034.  An upsurge of indie and direct-to-consumer beauty brands and mass-market channels such as Target and Walmart, supported by venture capital and social media marketing, has led to brand innovation and higher consumer engagement. Supported by strong consumer spending and a favorable retail environment, vegan clean beauty brands have redefined modern beauty standards.

Female entrepreneurs, utilizing online retail, have attracted global cosmetics consumers seeking minimalist products. Global cosmetics sales accelerated to 28.6% in 2025, with estimated sales expected to rise to 9.2% in 2026.

Cosmetics companies are increasingly using social media to promote live-stream beauty events and are utilizing AI-powered tools to create engaging video advertisements, eye-catching social media posts, and compelling product descriptions. This approach drives impulse purchases and boosts sales significantly. Platforms like TikTok and Instagram have enabled brands to flourish in a competitive market by generating effective social media marketing campaigns. These campaigns include short, relatable storytelling and behind-the-scenes content that can lead to sell-out events within hours and enhance organic reach.

Furthermore, TikTok Shop and Instagram's checkout tags make it easy for online shoppers to discover and purchase products instantly. By collaborating with both micro and macro influencers, skincare brands increase user engagement, making high-quality skincare products more accessible to the mass retail market.

The premiumization of the local beauty and wellness market is revolutionizing as beauty-tech startups have come up with a variety of personal care products such as skin care, hair care, fragrance, and color cosmetics.  Consumers prefer using luxury skin care brands that are lower-priced.  Small, independent beauty startups across global regions are prioritizing makeup-skincare hybrids, organic botanicals, and vegan ingredients to cater to the niche target audience's needs and preferences. Hence, ingredient transparency and eco-conscious, non-toxic alternatives practiced by wellness enterprises have expanded beauty’s sales growth worldwide.

Katherine Power spearheads transformative initiatives to create clean, highly efficient product lines that democratize the market

Product Simplification

The "Five-Minute" Routine: Merit launched a limited number of multi-purpose color products. The minimalist, clean luxury cosmetic brand centered on a "Five Minute Morning" concept, simplifying the complex beauty routines. The product includes fragrance-free, moisturizing, and plant-based formulas, as well as acne-triggering ingredients. The lightweight formulas seamlessly blend with skin texture, protect sensitive, dry, and aging skin, and offer a healthy, shine-free glow. Cruelty-free, EU-compliant safety adheres to stringent European cosmetic standards by removing harmful, toxic ingredients and enhancing product quality and visibility among vast numbers of consumers.  

Consumer-Led Product Development

Power leveraged community-based insights for the marketing campaigns of her lifestyle brand, Who What Wear, as well as for skincare brands and her minimalist beauty brand, MERIT Beauty. This approach significantly improved both product development and quality. What set this campaign apart was Power's emphasis on customer feedback, social listening, and market research before launching new products, rather than relying on influencer promotions. User-generated stories and real-life consumer experiences from product usage, highlight consumers’ changing trends and preferences and assist marketers in enhancing product features that benefit customers' daily lifestyles.

 Digital-First Business Model

Female-led cosmetic brands, comprising Who What Wear, With Versed, and Merit Beauty, leveraged digital channels to boost their brand visibility, customer acquisition, and community building. Moreover, online platforms help build strong supplier partnerships and enhance production and operational efficiency.

Katherine Power keeps her brands relevant by incorporating consumer-centric innovations. She enhances product descriptions using search engine optimization (SEO) techniques, adding appealing keywords and detailed information that attract consumers. By leveraging data analytics, her brands effectively respond to skincare inquiries and provide valuable tips for skin wellness. Power also advises consumers to use clean and minimalist products to maintain their glow-up routines. Additionally, using websites, social media, and advertising has helped her beauty brands to expand their reach and maintain brand consistency globally.

Conclusion

Women cosmetic innovators have fundamentally transformed the beauty industry by shifting cosmetics from localized, secretive remedies to global brands. A revolutionary American entrepreneur, investor, and beauty industry innovator, Katherine Power introduced standardized skincare and inclusive minimalist self-care products that enabled millions of consumers to engage with makeup and wellness brands. An unstoppable force in business, Katherine Power strives to cultivate a more inclusive and uniquely innovative entrepreneurial landscape by launching beauty care projects that define minimalist self-care. Introducing affordable, clean, vegan skincare brands such as Versed and MERIT, the female beauty pioneer promoted the concept of clean skincare among a vast audience. While establishing self- care startups, Versed, Avaline, Who What Wear, and a clean wine, these lifestyle brands surpassed $100 million in retail sales within a few years and expanded globally.

Katherine Power’s inspiring business case study showcases her vision of pioneering a self-care movement. Through her unwavering commitment, she has launched a minimalist beauty initiative that appeals to modern consumers. Her hyper-targeted brands have embraced diverse voices in business, including Gen Z, millennials, and Gen X customers. Additionally, she has demonstrated how clean beauty and sustainable practices can establish a strong market presence and facilitate international retail expansion. Katherine’s affordable, clean, and vegan skincare brand has become a digital-first retail innovation, shaping beauty trends toward simplicity, transparency, and everyday usability.

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Two Souls, Intertwined: A Heartwarming Finish to the Drama Kafeel

 Two Souls, Intertwined: A Heartwarming Finish to the Drama Kafeel

What a beautiful, poignant finish to Zeba's emotional journey, capturing peaceful moments and simple happiness. For 20+ years of struggle, Zeba endured an abusive/toxic marriage. She always complained that Jamshed (Jami) failed to fulfill the role of a kafeel. Being financially unstable and irresponsible, he was reluctant to provide for his family. Moreover, he emotionally neglected Zeba as the emotional lyrics,

“Mere Humnasheen Mere meherbaan

Mere Dard ki jo Dawa Nahi

Mere Ashk Mein Naseeb Hai

Mujhe Tujh se koi Gila Nahi.” are associated with Zeba’s heartrending emotions and sentiments.

It all began when Sanam Saeed, the protagonist playing the part of Zeba, met a handsome young man at a friend's wedding. An attractive and good-looking young man named Jamal fell in love with Zeba.  Jamal’s role, played by Hasan Khan, appeared as a singer in the initial episode.  He found a gold earring that Zeba dropped unintentionally at the event. The singer handed it over to Zeba at the end of the party, along with a small piece of cloth with a note. Zeba, a young, college-going girl, also got emotionally involved with the singer. However, this crucial event became the central conflict of the play, leading to Zeba's disastrous marriage with Jami.

Zeba's family, including her mother and grandmother, followed rigid family dynamics prioritizing their family and social reputation over their daughter’s happiness. Therefore, Munazza Arif, Zeba’s mother, arranged her daughter’s wedding in a respectable family. Jami (Jamshed, played by Emmad Irfani) was the younger brother of Zeba’s mother's friend Farhana.

Compared to Zeba’s mother, her father, Kashif Mehmood, appeared to be a sensible and pragmatic father. He did not agree with the idea of Zeba's hasty wedding, but rather emphasized that Zeba continue her studies. However, the wedding took place within a few days, and the dark chapter of Zeba’s life began. A deep melancholy descended upon Zeba when she discovered that her marriage had taken place with a different man who unexpectedly had the same name, Jami.

 

Jami, the character played by Emmad Irfani was a cold-hearted, emotionally detached person who never cared for his wife and family. Being the youngest child of the family, Jami got spoiled by his parents and siblings. He was unemployed and lived on his brother’s expenses. Since the beginning of the wedding, he showed his greed. From demanding a dowry from his wife to keeping a close watch on the monetary gifts Zeba received, Jami's obsessive greed persisted.

As years passed, Zeba’s quiet life was shattered by the cruel, harsh behavior of Jami. She endured a toxic, unstable household, sacrificing her own peace for her children's well-being.  Zeba’s four children completely supported their mother as they observed her deepest woes and sacrifices. The elder son, Subok (Aashir Wajahat), played a superb role of a mature and sensible son, who continued to support his mother in every upheaval. Javeria, the second daughter (Nooray Zeeshan), Haya Khan played the third daughter’s part as Zoya, and Tanya, the youngest daughter, played by Hania Ahmed, struggled with painful life experiences and emotional instability. The father never acted as kafeel, the protector of the family; rather emotionally, mentally, and physically abused the children. Consequently, Zeba’s kids stood by her side as she finally decided to break free from Jami's toxic grip to start a new chapter.

Zeba finally realized that she regretted wasting years with Jami. Prioritizing her children's happiness and sanity, Zeba walked away from a chaotic life. She decided to take khula from Jami and began the next chapter enthusiastically. Zeba sought the autonomy to shape her own destiny and that of her children. Even her son, when asked to find a rented simple home, Subok’s emotions lit up. It was the happiest moment for the whole family to exhibit their personal freedom and joy living in a small, simple, unfurnished house.  With her sisters' support, Zeba arranged her daughter's wedding.

The drama took a significant turn when Zeba met Jamal after 25 years at her friend's wedding. Zeba's emotions were conflicted due to her traumatic marriage. Despite her love for Jamal, she struggled with the guilt of moving on and thought of how her children would perceive her having a relationship in her later years. Caught in a cycle of fear and judgment, she kept thinking, "Log kya kahenge?"   Instead of focusing on her children's future, she is planning her own life. These overwhelming thoughts agonized and disheartened Zeba, who continued to reject Jamal's proposal for a second marriage.

After weeks of emotional twists, ultimately, Jamal was able to convince Zeba for the second marriage. The wedding scene in the last episode was a soul-soothing, heartwarming closure. It shows a well- deserved and rewarding reunion for Zeba and Jamal, who were deeply devoted to each other and had pure and sincere emotions and feelings. 

The drama strongly highlights that it’s never too late to make the right decision to choose happiness and peace over a tormenting life.  Zeba’s encouraging life has created light for all those battered women and girls who are suffering in silence and continue to stay in a troubled marriage for the sake of family traditions, societal expectations, and securing the future of their children. The drama stimulates the mind to choose freedom, walk away from toxicity. It is better to leave a toxic marriage that is dysfunctional; toxic patterns shatter relationships and break trust.

Reclaim your life and happiness. The decision may feel overwhelming, and there can be significant family and social pressures that discourage you from taking bold steps. This is the story of a woman who, despite her struggles, shows great inner strength and resilience as she rebuilds her life. Rather than waiting for the storm to pass, she learned to dance in the rain. She chooses a life that nurtures her well-being and brings her inner peace, whether that means entering a respectful relationship or living independently. Embracing this new chapter, with a shift in mindset and perspective, empowers women with both emotional and financial independence.

 As for Zeba, she finds a delightful companionship with Jamal. Her wedding proved to be a fresh chapter that secured a better future for her kids. Towards the end, Subook and Daneen got engaged in a heartwarming relationship.

Kafeel, a realistic heart-wrenching drama, with a compelling storytelling, intense, riveting script, and naturalistic performance, evoked strong feelings in the audience from the first episode to the last. Written by renowned writer Umera Ahmed, produced by Fahad Mustafa and Dr. Ali Kazmi, and directed by Meesam Naqvi, the drama maintained its pace from the start till the last moment. Fervent drama fans finally let out a sigh of relief as they watched the last-minute wedding tropes that led to a beautiful note of closure. A heartfelt narrative has achieved a major milestone, surpassing 350 million views on YouTube following the airing of its final episode.

Truly amazing work! A huge round of applause for the producer and director for delivering a top-tier production and demonstrating a masterclass in emotional storytelling. The whole cast deserves a standing ovation for their incredible performances.

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The World Is Her Oyster: Unlocking Women's Potential and Expertise

 The World Is Her Oyster: Unlocking Women's Potential and Expertise

 Girls and women around the world continue to suffer from the negative impacts of rigid gender norms and roles. They face restrictions on their freedom and mobility, and often experience violence, harassment, discrimination, and inequality. Although the United Nations (U.N.) Millennium Goals were established to promote gender equality and women's empowerment, two-thirds of the developing world have still not achieved equality. Women continue to encounter issues related to gender inequality, including gaps in education, legal rights, and economic opportunities.

Women are disproportionately affected by economic, food, and climate crises. They face systemic exclusion, discriminatory labor markets, and inadequate social services. In response, various women's organizations have voiced their concerns, emphasizing the socio-economic and cultural factors that have contributed to increased inequality, violence, exploitation, and injustice against women.

Women representatives from Tanzania, Japan, Australia, Malaysia, the United States, and Canada have highlighted significant advancements in the global effort to eradicate violence against women. This includes the enactment of laws against marital rape and the fight against human trafficking, with a particular emphasis on protecting vulnerable immigrant women through comprehensive national action plans. Moreover, global states and international organizations have recognized the importance of women's economic empowerment. Women’s self-reliance is crucial for ensuring equal access to resources, promoting sustainable development, reducing poverty, fostering inclusive economic growth, and enhancing decision-making power for women.

 The rising role of women in Pakistan's socio-economic and political landscape is increasingly significant, with notable progress observed across the fields, including health, education, entrepreneurship, and digital media and entertainment. Despite their resilience and strength, women still face social and economic disparities. Issues such as limited access to employment and education, an increase in trafficking, and the sexual exploitation of women remain prevalent.

A young girl from Gilgit-Baltistan named Mahnoor shared her struggles and the challenges of her life.  “I am one of six siblings, and my father and elder sister are the main supporters of our family. My father works in a factory for low pay, while my elder sister is a school teacher and also gives private tuition. I managed to study until the eighth grade, but I could not continue my education because my family could not afford the expenses. I have always had an interest in knitting and stitching, so I decided to take a sewing course at an institute in Gilgit-Baltistan. I learned about basic machine tools, stitches, and simple projects. Within six months, I became proficient in stitching fabrics like cotton with simple patterns. Gradually, I started contributing to our household expenses. My father is 65 years old and still works in the factory. As a low-income, underprivileged family, we feel trapped in a cycle of poverty, with little hope for improvement or progress.”

"My life is no different from that of any other woman living in poverty in Pakistan," states a 16-year-old girl named Sarah, who is both wretched and heartbroken. She comes from a conservative family in Baluchistan and emphasizes that there are many talented girls involved in sports and non-academic pursuits. The primary issue for women in Baluchistan is their lack of voice and their domination by patriarchal systems. The influence of nawabs and feudal traditions has confined women to the walls of their homes. They remain hidden behind the veil, with no access to education or academic opportunities. Additionally, they are deprived of quality healthcare and social activities. While some families have resisted these harsh feudal traditions and have made efforts to send their daughters to schools and colleges, women in these underdeveloped areas often lack the necessary infrastructure and awareness to showcase their skills and expertise. As a result, they remain suppressed.

Zubaida Anwar, a mother of five, grew up in an environment where women are disempowered and required to wear a white shuttlecock burqa when going outside. She lives in Roshanabad village, near Kandhra, approximately 15 kilometers away from Sukkur. For many years, she felt trapped in this restrictive life until she decided to break free from these chains. After the death of her husband from a heart attack, Zubaida could no longer endure the brutality of her in-laws. She began working in a nearby factory that made patchwork quilts, where she met female workers from a local NGO dedicated to supporting impoverished women. Concerned about her children's bleak future, Zubaida resolved to challenge the outdated customs that held her back. With sheer courage and determination, she entered the office of the Sindh Rural Support Organization (SRSO) and volunteered as a community worker. The SRSO officials welcomed her warmly and provided her with training. “From that day on, I walked into new light and never looked back,” she said.

After completing her training, Zubaida successfully encouraged many women in her village to speak up for their rights. The modernization of women's roles, fueled by education and social awareness, prompted men in the community to allow their women to pursue education and take on critical roles in community development.

In the social context of Pakistan, women often face low status largely due to a deeply entrenched patriarchal system that views them as property to be easily exploited. Regressive social norms and gender stereotypes continue to hinder women’s progress. Limited job market opportunities, along with social and cultural restrictions, impede their economic and social advancement. However, women in metropolitan areas are increasingly gaining access to education, employment opportunities, and decision-making roles, which contributes to the socio-economic development of society.

Key Areas of Empowerment

There has been a significant change in the status of women in Pakistan. Empowered Pakistani women have broken traditional barriers and are now actively participating in education and skill development. Access to high-quality education has enabled more women to enter professional fields, improve their vocational and digital skills, and acquire expertise in digital marketing, allowing them to join freelancing platforms and online businesses. The advancement of female education has transformed the societal role of women in Pakistan. Female entrepreneurship has flourished, resulting in a surge of startups and small businesses. Many self-reliant and financially independent women, including working mothers, are now supporting themselves while managing family responsibilities.

“We need women at all levels, including the top, to change the dynamic..." — Sheryl Sandberg

Women's empowerment in Pakistan has transformed their roles in society by improving access to education and promoting economic initiatives. Strong, empowered women act as catalysts for sustainable development, enhancing family well-being and driving economic innovation. Investing in women's participation not only stimulates economic growth but also necessitates the creation of more inclusive and sustainable development plans. These plans should empower women to speak out against social and economic inequalities, promote gender equality, and support women entrepreneurs, ultimately leading to greater inclusive growth.

 

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 Drama Review of Kafeel 

 “Mere Humnasheen Mere meherbaan

Mere Dard ki jo Dawa Nahi

Mere Ashk Mein Naseeb Hai

Mujhe Tujh se koi Gila Nahi.”

 

Kafeel, a real tear-jerker, the emotional scenes that tear the eyes of many innocent girls suffering in silence, experiencing a toxic marriage. A soul-stirring drama set in the era between 80 and 90s defines the rigid family-oriented traditions and values related to girls' marriages. Written by celebrated writer Umera Ahmed, produced by Fahad Mustafa and Dr. Ali Kazmi, and directed by Meesam Naqvi, the drama has evoked a strong emotional response. A heartfelt narrative with compelling storytelling highlights the consequences of toxic, high-stakes marriages on relationships, particularly parental and child relations. The drama explores the complexities of marriage through the lens of traditional, toxic, societal expectations that force many women to stay in a troubled marriage for the sake of securing the future of their children. Moreover, the drama showcases how the family's financial struggle, emotional abuse, and lack of parental support affect children’s personality, low self-esteem, sense of security, and inner peace.

Starring Sanam Saeed as Zeba, the first episode adds a poetic flair to the storyline. The drama began with Zeba meeting a charming young man at a friend's wedding. A handsome singer named Jamal, the role played by Hasan Khan, found a gold earring that Zeba dropped accidentally at the event. The singer picks it up but does not return it immediately. He returned her at the end of the party along with a special cloth with a note. Zeba, a naive, young, college-going girl having no prior romantic experience with men, simply fell in love with the singer. This pivotal event sets up the central conflict of the play.

Taking on a role as Zeba's mother, Munazzah Arif was depicted as a rigid, traditional 90s-era mother who prioritizes societal reputation over her daughter’s happiness. Instead of supporting her daughter, the mother decided to get Zeba married off to a respectable family. Therefore, she approached her friend Farhana, who wanted to marry her brother Jami to Zeba. While Zeba’s mother instantly accepted the proposal without conferring with other family members about the groom's family background, profile, financial, and social standing.   

As Jawwad, Zeba's father, learned about Zeba’s proposal, he looked astounded. Zeba was her father’s favorite, and he always encouraged her to study and live a fulfilling life. He would not agree with the decision of Zeba’s wedding in urgency. However, Zeba's father, the veteran actor Kashif Mehmood, was compelled by his wife and mother to accept the proposal.

What a heartbreaking next episode of Kafeel!  Zeba represents all those unfortunate girls who are never forgiven for a small mistake and are not given the right to lead a life of their choice.

Zeba develops intense feelings for this singer, named Jami. She tried hard to find the piece of cloth given by Jami that was already hidden by her mother. Ultimately, an innocent girl was subjected to a forced marriage. The drama took a great twist when Zeba discovered that a marriage had taken place with a different man who coincidentally has the same name, Jami (played by Emmad Irfani).

The story centers around Zeba and Jamshed’s incompatible relationship.  The youngest child of the family, Jami, was raised with extreme love and devotion by his parents and siblings. Being spoiled, Jami lived on his brother’s expenses; he was unemployed and too greedy. From demanding a dowry from his wife to keeping a close watch on the monetary gifts Zeba received, the obsessive greed of Jami continued. As in one scenario, Jami demanded brand-new furniture and other gifts, and harshly persuaded Zeba to use her own name in front of her family. Consequently, the relationship between Zeba and Jami remained a partnership of power imbalance, emotional neglect, unmet needs, and suppressed selfhood. The plot does not unfold through big revelations but moves with Zeba continuing to endure marital distress and the cruel treatment of Jami. Her marriage to Jamshed never remained stable; the cracks were visible from the beginning. Financial pressure, emotional volatility, and Jamshed’s deep-seated insecurity slowly begin to weaken the bond. Zeba’s love for real Jami withers along with fear and disappointment.

Zeba’s father felt her daughter’s anguish and distress. Moreover, the passive-aggressive behavior of Jami forced Jawwad, Zeba’s father, to make a bold decision to get Zeba divorced and not let her continue to bear a tormenting life with Jami. Meanwhile, Zeba's parents decided to end her marriage, and they found Zeba expecting her first child. Once again, the story twist, Zeba decided to continue her devastating marriage for the child’s security.

 

Kafeel drama is now fast-forwarded to Zeba’s 4 kids and their hard, tormenting life with Jami.  Zeba’s father is dead, and still they are facing the same issues, bijli ka bill is not paid, as Jami used the money for his personal expenses.

The drama has now moved into Zeba’s kids’ lives, and how they are surviving under financial crisis and emotional instability. Every episode displays generational trauma. The drama points out how unhealed parents' trauma has passed on to the new generation, subjecting children to adverse and traumatic experiences.

The play reached the tipping point; Zeba finally realized that she regretted wasting years hoping for a change in Jami's behavior. However, her endurance merely strengthens the abuser's control through emotional mistreatment and financial exploitation. Refusing to let her children suffer a dysfunctional life, she lived through, Zeba came up with a difficult decision to file for khula. At last, she decided to get rid of the toxic marriage and start the next chapter enthusiastically. Zeba, chose to build a peaceful future for her kids; therefore, she decided to leave Jami's house and relocated into a small, unfurnished house. Her brother helped with the resettlement, transporting furniture and other possessions.

Zeba’s four children, elder son Subok (Aashir Wajahat), Javeria, the second daughter, played by Nooray Zeeshan. The third daughter, Zoya, the role played by Haya Khan, and Tanya, the youngest daughter, played by Hania Ahmed. The kids are depicted as utterly depressed, yet energetic and hopeful with a new beginning.

Even though the drama is supposed to be set in the 90s, it reflects what is still happening in our society today, how married girls are still suffering in silence, and the trauma children endure. Even if some women take the initiative of getting divorced, they face the stigma of being divorced. Therefore, mostly girls stay in a soul-sucking relationship.

To Catch Up latest episodes of Kafeel drama on ARY Digital. https://bit.ly/arydigitalyt.

 

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My Blanket is So Lit

 

My Blanket is So Lit

It all started when I found myself trapped in the elevator after leaving my workplace. This experience left me utterly terrified of lifts. I began to tremble and decided to take the stairs to reach my office on the 4th floor. As I  climbed up, I got shaky, my heart started racing, and my legs felt weakened with each step. This became a daily struggle for me, making it feel like an uphill challenge to achieve my stair-climbing goals. Every day, I find myself wishing for something miraculous to occur, like a change in the office layout, the option to work remotely, or a vacation that seems completely out of reach. Once again feeling disheartened, I tried to concentrate on the task before me. While I was frustrated with the looming challenges of the English language in front of me, I was jolted back to reality by loud cheers coming from my workplace. I caught phrases like “Slay” and “Gas,” which seem to be popular among Gen Z and Alpha kids when they communicate. I assumed these terms might have a trendy context since the literal meaning of the first is rather harsh, and the second can be seen as inappropriate for a confined office setting.

Eventually, I heard HR and the team lead announcing one week of winter break. Putting aside all my “salty” feelings, including panic attacks and elevator phobia, I joined in the celebration. Amidst my deep thinking, a colleague asked me if I had any plans for the holidays. I replied immediately that I would just snuggle in my warm, cozy blanket and dream away, without a care in the world. After hearing this, most of my colleagues seemed to be in awe of my idea. I heard them say, “This is so lit. No cap.” Without waiting to decipher what it meant, I packed up and left.

 At home, I gazed at my blanket with great love. I had been so busy working what seemed like 25 hours a day that I had forgotten how much my old, faithful blanket meant to me. On the nights when I was exhausted after work, it was my blanket that gave me peace and comfort. The 5 hours of sleep that I managed to get every night were because of the calm and soothing effect that my blanket had on me. My blanket is my shining star, it’s an unsung hero! It deserves recognition. I hold my blanket in the highest regard. That night, while I was wondering how to get the world to appreciate the little things in life, my blanket helped me get a nice, relaxed, and peaceful slumber.

 “Snuggling under a blanket is the coziest joy."

 I woke up feeling cheerful and refreshed, as happy as a lark. “ No work today! No Gen Alpha words to worry about!” I screamed at the top of my voice. I went back to bed and snuggled in my warm, fuzzy blanket. I began to plan my day with my blanket. What a great idea to start the day with breakfast in bed, sipping hot tea in the comfort of my blanket. It was a cold, chilly December morning after all! Later, I brought chips, cookies, dry fruit, and other munching stuff. You name it, I had it! All this while I was cuddling inside my blanket and reading a book. It was pure bliss!

I felt like getting some beauty sleep when the writer inside me awakened. I opened my laptop and started writing an appreciation note for my blanket, which was as pretty as a picture, helping me achieve my dream of a restful, tranquil holiday. Ultimately, I will be able to share with the world that blankets deserve recognition for their invaluable contributions to humanity.

 Well! My one week of winter break is almost over! I will share with you the formula that I adopted to keep me happy. First and foremost, never wake up when someone is forcing you to. Be determined and go back to sleep.  It’s your life, your rules, and your sleep. On the other hand, if there is an emergency, please do wake up. Next is to appreciate the little things in life that bring you happiness.

 

In my case, it is my irresistibly soft, sweet-smelling, plush blanket that feels as smooth as satin, gliding over my skin. As I will be undergoing a hectic work week ahead with just 5 hours of sleep, all I can think of is to remember my mini-vacation from the world, nestled in softness, with perfect coziness and tender connection.

 I hope you all have developed an emotional attachment to your blanket and felt that swaddling in a cozy blanket brings a moment of perfect peace and ecstasy! 

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Raise your voice, Spread Awareness, And Drive change! To Create a Sustainable Future for Women

 

Raise your voice, Spread Awareness, And Drive change! To Create a Sustainable Future for Women

“The change I want to see is a start-up environment where everyone, regardless of gender and background, feels welcome and safe; where sexual harassment or discrimination will not impede great talent from producing great impact.” - Christine Tsai

Any form of undesirable verbal, non-verbal, or physical conduct of a sexual nature to hurt a female or violate the dignity of a woman is defined as sexual harassment. High harassment cases have been reported worldwide. According to recent statistics by World Population Review, about 35% of women have experienced different forms of sexual harassment such as physical sexual harassment, verbal sexual harassment, and visual sexual harassment. Some countries have high rates of rape.  A local human rights organization Ain-o-Salish Kendra (ASK) in Bangladesh has speculated that during the year 2021- 2023, 11,682 rape incidents are testified including gang-rapes. In India, the number of rape cases has reached 22,172. While in Pakistan, sexual violence against women including rape and sexual harassment has highly increased. The issue of sexual violence has become a significant issue that needs a concrete solution.

 Global Gender Gap Index, 2024 has issued a recent report highlighting that Pakistan is ranked 145th out of 146 countries which shows the severity of rape issues in various cities. Lahore and Faisalabad have the greatest incidence of violence against women in the year 2023. The highest number of rape cases happened in Faisalabad was 6,624, followed by 728 rape incidents in Lahore. Consequently, the life and dignity of women are not safe as rape cases take place after every 45 minutes.

 It is still challenging to curb this rising menace as women around the world are continuously suffering from sexual assault. For instance, the ruthless rape and murder of a trainee doctor in a government hospital in Kolkata has led to an outpouring of rage and anger in the masses against the persisting sexual abuse and atrocities against females. NGO’s and human rights organizations continue to hold demonstrations, asserting government to seize culprits and the court should give extreme punishment. Moreover, they want the Act should be strictly promulgated to ensure the safety of healthcare practitioners and workers.

 Despite that United Nations (U.N.) Millennium Goals have urged all global countries to take initiatives to promote gender equality and women's empowerment, yet two-thirds of the developing world has still not achieved women's equality. Women are constantly facing gender inequality and harassment issues in public places, workplaces, and educational institutes. Condemning the physical abuse towards womenfolk, women organizations across the globe have raised their voices. They believe that severe sexualized violence has reached epidemic proportions. Whether it is rape incidents occurring in a government hospital in Kolkata, India or abduction and rape cases of many teenage girls happening in place of work or educational institutes in Pakistan, molestation, gang rape, and other forms of offensive sexual advances have considerably risen globally.

 Living in a typically male-oriented society in Pakistan, ruthless men consider a woman a symbol of property that can be touched and misused as they like or harass women to fulfill their sexual needs. The offensive behaviors also include intimidation through looks, undesirable gestures, or using discriminatory comments to develop fear and insecurity in young girls.

Causes of Rape

To know the real causes of the prevalence of rape crime, people should look at the issue from various perspectives. Each rapist has a different behavior and circumstances to commit the crime. For instance, anger rape takes place when a rapist uses brutality to express anger. Their rage behavior hurt the victim.  Power rape refers to an attacker’s offensive behavior who has no intention to harm the victim. Instead, he wants to own a girl sexually. Therefore, he uses force to sexually assault the girl. Another behavior is sadistic rape. The offender uses both sexuality and aggression to abuse a woman. The rapist gets satisfaction from abusing, and humiliating the girl.

Sexual harassment cases such as increasing rape cases in the workplace are terrifying for women. It is normally observed that professional office girls working in different sectors wear fashionable outfits, such as wearing short revealing dresses and properly fitted garments that objectify women's bodies. These glamorous clothes attract men and stimulate them to exhibit aggressive behaviors such as unwelcome sexual advances done through force, threat, or pressure.

 Gender roles and values are learned at an early age at home, school, and through social environment. Young boys aged 5 to 9 years observe adults' appearances, activities, and behaviors. The harsh behavior of fathers tarnishes their personality and self-esteem. Resultantly, they develop negative traits, gender rigidity, and aggressive behaviors. College students from broken families such as parents living with marital conflicts, divorced or estranged from each other adopt negative stereotypical gender roles. As children internalize the negative behaviors, their personality gets influenced by the atrocious environment they are brought up. Consequently, it leads to adverse effects of stereotyping on their physical and intellectual competence.

The other common reasons observed for a high rate of rate crime are environmental factors such as toxic friendships, unsafe neighborhoods involved with antisocial behavior, and violent acts. Moreover, association with social groups also tends to victimize young boys provoking them towards committing physical abuse with women. Social media sites cause internet-related sex crimes such as physical abuse cases.  A group of male gangsters visit internet sites, including social media where teenage girls openly post their personal information. It includes online profiles, posts, and comments on online sites. The offenders start their interactions with the targeted victims through chat. They do comments on the posts, like and share their posts, and also check friend contact lists. Once, rapists develop familiarity and understanding with the victimized girl, they trap her in meetings. They choose a vulnerable place and use force and violence to sexually assault them.

Sexual assault and related traumas happen due to prevailing social issues. Unemployed young individuals having no income opportunities and social benefits develop dysfunctional behavior including depression and mental disorders. Reducing earning power causes serious implications such as getting involved in antisocial activities including abducting and sexually abusing females.

 

 How to Prevent Sexual Assault in Society?

 

 Sexual violence including rape against women has extensively increased. The alarming rate of sexual abuse cases has triggered NGO’s and Women associations to speak up and address the issues on the social media platform. Women's rights organizations have created awareness among women, allowing them to know how to prevent themselves from physical abuse. The initial step is to report the rape case that happened in the workplace, educational institute, or public spaces.

Regarding the prevention of sexual abuse in the workplace and educational institutions in Pakistan, the HR department and higher authorities have taken necessary initiatives to educate and inform students and employees about harassment behavior.  Female students and staff are encouraged to report harassment cases to HR and the admin department.

To strongly combat the rape menace, harassment policies have been reviewed regularly by companies and educational institutions. The executives, managers, and employees are educated about the more subtle forms of sexual harassment through harassment training. The program reinforces the organization to adopt a positive approach and engage employees in nurturing a respectful culture in the workplace. The cordial environment allows staff members to understand workplace ethics.

Women's rights organizations have urged that young girls and especially boys in higher education institutes should be provided with comprehensive sex education. It includes keeping unnecessary physical contact and knowing about maintaining a safe and positive relationship. Teenage girls and boys should be motivated to discuss ethical issues such as sex culture. Engaging in positive and healthy communication about sexuality helps them know their individual identity and sexual interests.

More rigorous strategies have been implemented at workplaces, universities, and colleges and the management has ensured that such unethical behavior will not be tolerated. The culprits will face harsh punishment and heavy charges according to the Harassment Act promulgated by the government of Pakistan.   

 Humanitarian organizations such as the United Nations Office for the Coordination of Humanitarian Affairs (OCHA) have aligned worldwide organizational policies, and practices with United Nations approaches to prevent sexual exploitation against women. OCHA offices at headquarters, regional, and country levels have initiated country-wide advocacy, awareness programs, and other concrete measures to curb the rising sexual violence and discrimination against women.

 Core Humanitarian Standards (CHS)  in association with the UNO protection policy, Protection from Sexual Exploitation and Abuse (PSEA)   have taken strong initiatives to work together to build a safer aid system for the social well-being of women. The advocacy program includes encouraging community members to share their physical harassment experiences and challenges. The experts provide recommendations to prevent sexual abuse in the workplace. Countrywide campaigns also include organizing webinars, and conferences emphasizing the need to grow awareness in young people regarding sexual assault and adopt strict measures to reduce sexual abuse and harassment incidences.

On the global level, the United Nations Population Fund (UNFPA) has developed a policy on the prevention of sexual harassment, abuse, and discrimination. The UNFPA Policy on harassment has established a network of workplace facilitators and partner organizations that address sexual exploitation and abuse across the international level. The advocacy program is currently running in 12 countries. The program expresses the principle of zero tolerance for various crimes, including sexual exploitation and abuse.

 

Another initiative is taken by WHO and UN Women with certification from 12 other UN and bilateral agencies. Working in collaboration they have established a strong framework known as RESPECT women. The aim is to prevent physical abuse and violence against women and promote the social and economic well-being of women. The framework supports women from all over the world, providing them with social empowerment and psychosocial support to help them lead a better quality of life.

To bring radical changes in society, the global states, women's organizations, and NGOs should collaborate and promulgate effective legislation, laws, and policies that impose harsh punishments for adultery and rape. The laws ensure the safety and protection of women against physical assault. Provide support to victimized women by making easy access to legal laws to seek justice.

As physical abuse and rape incidents have become a global issue, the government of Pakistan has taken serious measures to tackle the harassment and rape cases at educational institutions and workplaces. Initiatives have been taken to improve the existing rape laws.  The Women’s Protection Act was earlier reformed, the law reconsidered various factors causing rape and addressed a broader range of sexual offenses. More practical and resourceful legislation is required that prevents physical abuse and brings equitable adjustment of social and economic rights of women in the workplace and society.

Summing up

There is a dire need to develop awareness in young women and men regarding the causes that lead to physical harassment and rape.  Instead of living in silence and fear, women are required to speak up against the physical violence and harassment they face in the workplace, universities, and colleges. Let’s join hands and take action to eliminate physical harassment from workplaces, communities, and institutions.  A strong and resilient role of women's groups and organizations has emerged as a hope for women, encouraging them to raise their voices against social injustice. Moreover, their continuous efforts have urged the government to stop physical harassment in public places and organizations and ensure the safety, and well-being of women.

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