Like Pakistan’s nascent wellness industry, local makeup brands are gaining momentum. These new formulations have been specially formulated to suit skin tones, offer good value for money whilst featuring quality ingredients and packaging.
While the exchange rate has helped, local brands now compete with their international counterparts, matching pigment for pigment. Consumer demand has resulted in existing textile and retail brands expanding into beauty, as well as making room for new ones to enter the beauty market.
Local in the spotlight: 5 fragrance brands on our radar
Here is a selection of some products available:
ZERO Makeup
Beauty and hair expert Nabila Maqsood has launched a series of unisex products under her brand, ZERO Makeup, with a focus on minimalist beauty.
Starting with the popular Face Perfecting Palette, launched a few years ago, the brand has grown to include a Blurring Pen for both men and women, a foundation line, and an eyeliner and mascara duo.
The Instagram page, which has almost 200,000 followers, often offers makeup master classes taught by Nabila herself, for those looking to better understand how to use the products.
The product line ranges between Rs 2,900 and Rs 8,900.
Zhoosh Makeup
Started in 2016 by a fashion consultant, Rabia Umair Abid, the brand has since grown to offer cream and liquid lipsticks, cream blushes, eyelashes and more.
The brand, which has over 100,000 followers on Instagram, became more popular during Covid as it began offering replicas of Huda Beauty and Kylie Cosmetics with their long-lasting lip formulas.
The product line ranges from Rs 450 to Rs 4,950.
Local in Focus: 5 Skincare Brands on Our Radar
sapphire beauty
Masarat Makeup
This veteran beauty expert was one of the pioneers to launch a makeup line in Pakistan, with the goal of being a true Halal and cruelty-free beauty brand.
The brand, which has almost 260,000 followers on Instagram, offers everything from a wide range of silk foundations to lipsticks, blushes and more. There is a wide variety of colors available and the products are specifically formulated for Asian skin tones.
The makeup range ranges from Rs 300 to Rs 4,500.
Delicious cosmetics
An affordable brand on the market, this cult brand offers stunning pigmented products with a quality formulation. With nearly 240,000 followers on Instagram, this independent beauty brand debuted in 2007 and bills itself as vegan and cruelty-free.
The makeup range ranges from Rs 550 to Rs 4,300.
