I recognized early-on that there was little South Asian representation in the beauty industry. Whatever limited representation there was, I found, felt orchestrated and lacked authenticity.
This deeply motivated me to find a way to celebrate, not hide, my culture.
My mission became to create an authentic, conscious and inclusive brand so other young South Asians can feel truly celebrated.
From equality and inclusion awareness to sharing the Pakistani virtues of pride, devotion and loyalty, Samreen’s aim is to connect and celebrate with fellow beauty lovers.