Profile
Mr. Omer Aftab is the CEO of Pink Ribbon Pakistan and Managing Director of Eden Rock Cosmetics. A social activist by passion and entrepreneur by heritage, he has spent over two decades raising awareness about breast cancer in Pakistan. His leadership blends business innovation with a deep commitment to women’s health and empowerment.
Introduction
Q: Could you please introduce yourself in your own words?
Omer Aftab: I’ve been working for the cause of breast cancer for over 22 years now. I would describe myself as an activist by passion and a businessman by heritage. I was born into a business family. My father was a visionary entrepreneur, and he introduced me to business when I was just sixteen. But along with that, I’ve always been deeply interested in activism. Even in schoo…
Early Life and Struggles
Q: Coming from a background of success and recognition, what were some of your early life struggles before reaching this stage?
Omer Aftab: At a very young age, I was balancing both worlds—learning the ropes of business and pursuing social activism. I started as an accounts clerk, learning everything from scratch. When I began the Pink Ribbon campaign, it wasn’t easy at all. In the early days, TV channels even refused to air our campaign because breast cancer was considered a taboo subject. But slowly, we began to change that mindset through consistent effort and positive messaging.
The Birth of Pink Ribbon
Q: What was the exact moment that led you to start the Pink Ribbon campaign?
Omer Aftab: It began when I approached a college principal, hoping she’d allow us to run an awareness campaign. Ironically, she refused. She said this topic wasn’t suitable for discussion here and that international donors were already supporting such work abroad. That moment made me realize how deep the stigma around breast cancer was in Pakistan—and how important it was to break that silence. That’s where Pink Ribbon Pakistan was born.
Breaking the Taboos
Q: Since breast cancer is a taboo subject, how did your organization break those barriers?
Omer Aftab: Our strategy was to focus on awareness, empathy, and education rather than fear. We wanted to normalize conversations about women’s health. Gradually, people started responding positively. Media, universities, and even government organizations began to support us once they saw the sincerity of our mission.
Understanding Breast Cancer in Pakistan
Q: What, in your opinion, makes the situation in Pakistan different from other countries?
Omer Aftab: It’s quite complex. Studies show that Indian and Pakistani women share similar backgrounds, but our eating habits differ. The high intake of meat and processed foods here—often treated with hormones and steroids—affects estrogen levels, which are directly linked to breast cancer. And what’s worrying is that the age of onset in Pakistan has gone down drastically—many cases are now appearing in women under 35. Early detection and lifestyle awareness are critical.
Awareness and Early Detection
Q: What methods does Pink Ribbon use for awareness and early detection?
Omer Aftab: We focus heavily on self-examination and clinical screening like mammograms. We partner with the Higher Education Commission, and all universities in Pakistan are now mandated to conduct at least one Pink Ribbon campaign every year. We also train teachers and student leaders so that awareness spreads organically through campuses. Digital tools, videos, and youth ambassadors are a big part of our outreach.
Heart-touching Experiences
Q: During all these years, is there any heart-touching story that has stayed with you?
Omer Aftab: Many, actually. I remember a young woman diagnosed with fourth-stage breast cancer who still remained full of life and hope. Her strength changed my perspective completely. Another unforgettable moment was meeting a pregnant woman who was diagnosed with breast cancer but continued her treatment bravely and survived. These stories remind us that early detection truly saves lives.
If Given the Power to Change
Q: If the government gave you three powers to change things, what would you focus on?
Omer Aftab: First, I would push for food-related research and regulations—our diets need to be cleaner. Second, I’d make treatment facilities more accessible and affordable. Cancer treatment in Pakistan is extremely expensive. And third, I’d improve awareness programs nationwide—prevention and education can save thousands of lives.
Journey with Eden Rock Cosmetics
Q: Let’s talk about Eden Rock Cosmetics—how did that journey begin?
Omer Aftab: Eden Rock was founded in the late ’80s and became Pakistan’s leading cosmetic brand by 1988. We were market leaders, even competing with giants like Sunsilk. Over the years, we faced ups and downs—policy changes, new international competition, advertising costs—but we stayed consistent. It’s a business built with integrity and passion. I also take pride in mentoring young professionals who join us. It’s been over 30 years, Alhamdulillah.
Marketing and Digital Transformation
Q: With so much focus on digital platforms today, how do you see marketing evolving?
Omer Aftab: Digital marketing is important, but it’s not everything. Many young marketers think it’s the whole strategy, but it’s just one small part. The real foundation is product quality, packaging, and consumer trust. If the product isn’t good, no amount of digital exposure can sustain your business. The same goes for activism—you can’t compromise on authenticity.
Unique Edge of Pakistani Beauty Industry
Q: What makes Pakistan’s personal care and cosmetics industry unique?
Omer Aftab: Our region’s climate and skin type are unique. For example, in Europe people use tanning products, while in South Asia, our needs are totally different. We have local, natural ingredients—like prickly powders and herbs—that are effective and easily available. I believe in developing indigenous products that align with our environment and heritage. That’s what makes our products truly Pakistani.
Leadership Style
Q: How would you describe your leadership style across both ventures?
Omer Aftab: I follow a participatory and open-door leadership style. Anyone from my team can walk into my office and talk. Whether it’s business or social enterprise, I believe in shared goals and team ownership. Leadership, to me, is about capacity building and personal growth—for myself and for everyone around me.
Views on Women Empowerment
Q: How do you look at women empowerment, especially in leadership roles?
Omer Aftab: Women empowerment isn’t just about employment—it’s about equal opportunities, leadership participation, and freedom to make decisions. When we started, there was a lot of resistance, but things have improved. More women are pursuing higher education and running successful businesses now. I’ve seen women leaders emerge in every field, which is a great sign of progress.
Work-Life Balance
Q: You handle multiple roles—how do you maintain balance?
Omer Aftab: I try to follow the 8-8-8 rule—eight hours for work, eight for family, and eight for rest. Mental and physical health are both vital. I believe in exercise, meditation, and gratitude. Sometimes, despite success, people still feel unhappy because they don’t practice gratitude. A healthy mind and a thankful heart go hand in hand.
Dealing with Stress
Omer Aftab: With such responsibilities, how do you deal with stress?
A: I stay organized—my desk is always full of notes and plans. I meditate and keep my goals clear. Mental health is crucial. In the West, people talk more about it, but we need that awareness here too. The key is to give your best effort and stay sane through challenges. Gratitude keeps me grounded.
Definition of Success
Q: In one line, what defines success for you?
Omer Aftab: There’s no short-term success or failure. Both are relative. What matters most is credibility. You can’t be a successful businessman without it. Honesty, consistency, and sincerity with your work define long-term success—not luck or shortcuts.
Advice for Entrepreneurs
Q: For those who don’t have resources or family support, what’s the one thing that will help them succeed?
Omer Aftab: A positive mindset. That’s everything. If you think positively, you’ll see opportunities where others see problems. Plan well, stay open-minded, and be willing to learn. Exposure today is limitless—you have social media, Google, everything. Think creatively, think “out of the box,” but stay positive and disciplined.
Message for the Youth
Q: What’s your message for young people starting their careers?
Omer Aftab: There’s no shortcut to success. This generation is lucky—they’re clear about what they want. But they also need patience. Social media has shortened our attention spans, and everyone wants quick results. Real success takes time, effort, and focus. Stay consistent and stay true to your purpose.
A Message for The Legacy Files Team
Q: Any message for The Legacy Files initiative?
Your vision is clear and purposeful — you aim to highlight stories that inspire and teach. I sincerely wish you success in this mission. I feel that there is huge gap in this area and if you guys remain focused and determined , you will create a clear difference.