For years, beauty consumers in Pakistan faced a frustrating dilemma: settle for local options that missed the mark on modern trends, or save up for international luxury brands that rarely formulated for South Asian skin tones. Popular social media influencer and YouTuber Nishoo Khan saw this gap not just as a market flaw, but as a calling. Driven by a dream to provide her community with the premium, cutting-edge cosmetics they deserved, she set out to create something truly special for her people. Today, that vision lives on as ‘Khais by NK’—a brand whose very name, derived from the Pashto word for “beauty,” encapsulates its entire mission.
The Long Road to the Perfect Formula
While many influencer-led brands rush from concept to digital shelves overnight, Nishoo took a remarkably patient path. The foundation for Khais was laid back in 2021, initiating a rigorous two-year phase of behind-the-scenes development. This period was entirely dedicated to testing complex chemical formulations, designing premium packaging, and ensuring the product line could compete globally. The patience paid off in 2023 when the brand officially entered the market with its debut product, the highly celebrated ‘Bomb.com’ lipsticks.
Nishoo has consistently maintained a refreshing level of transparency regarding how her cosmetics are made. To achieve the high-quality benchmarks of international luxury labels, Khais partners with specialized manufacturing facilities in China. While the cosmetic filling was originally handled locally in Pakistan, skyrocketing inflation forced a strategic shift to move the entire process overseas.
Many premium makeup brands are also formulated in China, whether it’s Charlotte Tilbury or MAC. A lot of global brands manufacture and produce their products in different countries, including China, while maintaining high-quality standards.
The manufacturing process is a highly customized, two-tier system. Khais collaborates with two distinct companies to build their line from scratch. The first laboratory handles custom formulation development tailored precisely to Nishoo’s requirements, ensuring the texture and wear match her standards. From there, the bulk product is sent to a secondary specialized company for precise filling and assembly.
True Inclusivity at an Affordable Price
What makes Khais a true disruptor in the Pakistani retail landscape is its devotion to real inclusivity. The brand made history by becoming the first in Pakistan to introduce airbrush foundations engineered to flatter every skin tone. Crucially, Nishoo focused heavily on deeper, darker shades—a segment of the population that local cosmetic lines had long ignored.
Recognizing that skin tones shift with the seasons, the brand also introduced innovative mix-and-match foundation bundles, allowing users to customize their perfect shade at home. By balancing this premium, custom-tailored manufacturing process with accessible pricing, Khais by NK ensures that luxury is no longer an exclusive privilege. Built on a foundation of genuine love for her audience, Nishoo Khan’s venture has made effortless, diverse beauty accessible to every skin type and tone across the country.