Connect Who or what is your inspiration in business?

For decades, South Asian women have been forced to mix, tweak and layer beauty products to make them work for their skin tone. The message we have unconsciously received all these years is that people who look like us don’t need to be catered to. When a product not made with us in mind, doesn't work for us, we are told we are the problem. I want to create a world where products targeted to women with deeper skin tones are not in a 'special' category. We are a critical part of the industry.

How do you stay motivated?

Truly, it is the feedback and comments from the people that have kept me and the team motivated. Our customers called our products, a 'public service' because it helps them feel confident before a job interview. Many customers highlighted that having 2 products in one allows them to be creative without being scared that the product will not work for them. Being showcased as the first Pakistani-American brand in Allure, Succession, Gossip Girl, Vogue, Forbes tells us we are making some impact.

What would you do with the $25,000?

For 2025, we aim to amplify awareness of our new line Pigment Glow: a vegan, talc-free powder product that can be used wet or dry. Recently, we hosted an all-women event for women in tech industry, where they could interact with our products without fear of judgment. This supportive environment fostered creativity and uplifted the participants. Moving forward, we aspire to create more empowering events that enable women to explore and play with our products, enhancing their bond with the brand.