For a growing number of Bhutanese, beauty is becoming more than a matter of appearance. The skills behind a haircut, a carefully executed make-up look or a beauty treatment are increasingly offering a means of earning a living—and potentially creating employment for others.
That potential was on display in Thimphu as nearly 200 beauticians from different parts of the country came together to observe International Beauty Day in Bhutan for the first time. The gathering brought professionals under one roof to demonstrate their abilities, exchange knowledge and draw attention to beauty and wellness as an emerging livelihood sector.
Competitions in hair styling and make-up formed part of the event, giving participants an opportunity to put their professional and creative skills to the test. The programme received financial support from the Department of Media, Creative Industry and Intellectual Property.
For organisers, however, the gathering was intended to go beyond a celebration of beauty. They hope it will help change perceptions about the profession and encourage more young Bhutanese to consider skill-based occupations at a time when conventional employment opportunities remain limited.
“Youth nowadays prefer desk jobs. However, a job like being a beautician can provide a good income if we are willing to work hard. For the country, it is very difficult to provide desk jobs for everyone. At the same time, jobs like ours can create many employment opportunities for the youth,” said Duptho Wangmo, organiser of International Beauty Day.
The beauty industry offers relatively direct opportunities for people to convert practical skills into income, either by working for existing businesses or starting ventures of their own. Growing demand for specialised services is also creating space for professionals who can keep pace with changing consumer preferences.
Beautician Rinzin Galley said international popular culture is increasingly influencing what young customers seek from service providers.
“Our youth are mostly influenced by the K-pop industry when it comes to makeup. So, as service providers, we feel that opportunities in this field are growing, as more people are seeking beauty services,” she said.
That changing demand also means professionals cannot afford to remain static. New styles, techniques and products emerge quickly, making continuous training and skill development an important part of remaining competitive.
Despite its potential, the sector still faces hurdles before it can develop into a more established industry. Beauty professionals need access to regular training, clearer professional standards and greater recognition of their work as a skilled occupation.
Another challenge is the absence of a strong, organised platform representing beauty and wellness businesses in Bhutan. Organisers believe gatherings such as International Beauty Day could help address that gap by connecting professionals and creating opportunities for collaboration, knowledge sharing and professional development.
A more organised industry could also make the profession more visible to young people searching for alternatives to conventional salaried employment. Beyond providing individual livelihoods, beauty enterprises have the potential to create additional jobs as businesses expand and demand for services grows.
World Beauty Day has been observed internationally on September 9 since 1995 as an occasion to celebrate both inner and outer beauty.
Its first observance in Bhutan carried an additional message: behind the make-up, hairstyles and transformations lies an economic opportunity. With the right skills
