If mainstream beauty brands such as Garnier, Nivea and even Body Shop have dedicated lines for men, then surely the demand exists for these mega corporations to be manufacturing and then marketing them so heavily. In India, Bollywood actors such as John Abraham and Shah Rukh Khan endorse Garnier and Fair and Handsome respectively, while in Pakistan, Luscious cosmetics creator, Meherbano Sethi revealed that her real clientele for her whitening foundation is not the retailers or women’s salons, “It’s these small little barber shops at the nook of every community who buy boxes and boxes of my foundation,” she said.