Pakistani activist Mahnoor Omer has been named by TIME magazine as one of 16 leading women in its annual Women of the Year list. The 25-year-old was honored for her nearly decade-long work advocating for gender equality and challenging Pakistan’s so-called “age tax”.
According to TIME magazine, taxes on sanitary products in Pakistan can add up to 40% to the retail price, making them unaffordable for many in the country. This forces many to use clothing, risks health effects including rashes and infections, and can prevent girls from going to school during menstruation.
Activist since 14 years
Omer began her journey of female empowerment at the age of 14 by starting the NGO Noor Foundation and holding workshops with rural girls on topics ranging from climate change to menstruation.
It was a conversation with her domestic helper that made Omer realize this shocking reality when she was just 16 years old.
He is taking the Pakistani government to court
This led Omer on a path of activism that included taking the Pakistani government to court last year. In September 2025, Omer filed a petition in the Lahore High Court to declare feminine hygiene products as “essential goods” and remove the 40% tax burden on their retail prices.
She argued that taxation of biological necessity violates Article 25 of the Constitution of Pakistan, which guarantees equality and prohibits discrimination on the basis of sex.
The case had its first hearing at the end of 2025 and is now awaiting the government’s response.
“I am not free until all women are free,” Omer told TIME magazine. “I don’t want to leave any stone unturned in terms of what I can do in the next few decades – as a lawyer for women in my country and gender minorities in general.”
A lawyer, Omer is currently studying for an MA in Gender, Peace and Security at the London School of Economics.
Commenting on TIME magazine’s recognition, Omer said in a social media post, “It reflects the unlimited potential of Pakistani women that we can reach any height we desire.
“While we still have a long way to go to ensure equal opportunities for all, moments like this remind us of how far we’ve come and how far we can go,” she said.
“I will strive to live up to my promise to stand up against injustice whenever and however I can, and to use my platform with courage and purpose,” she added.
Omer also recalled how she created her own TIME magazine at the age of 17 for her mother’s birthday.
“When I was 17, I made my own version of TIME for my mother’s 40th birthday and went to the printer in F7 Markaz to have it printed and bound. I filled it with all my favorite photos and to this day I think it is her favorite gift from me. She was and always will be my own Person of the Year. But I never imagined that one day she would see her name on the pages of TIME.”
