If you’re an avid reader of Instep then you know we have beauty obsessed editors who can write tomes on the eye enhancing properties of mascara. But it appears that mascaras are rather 2015 and the new eye enhancing trend happens to be mink eye lashes. Safer than eye lash extensions and certainly less costly too, mink eye lashes are an easy to apply solution for those who dare to be dramatic and love to embrace their inner style diva.
Zhoosh is one of the first standalone beauty brands to enter the Pakistani market with a complete range of bespoke mink eyelashes.
STYLEFILE
In conversation with Rabiya Umair of Zhoosh Mink Eyelashes.
If you’re an avid reader of Instep then you know we have beauty obsessed editors who can write tomes on the eye enhancing properties of mascara. But it appears that mascaras are rather 2015 and the new eye enhancing trend happens to be mink eye lashes. Safer than eye lash extensions and certainly less costly too, mink eye lashes are an easy to apply solution for those who dare to be dramatic and love to embrace their inner style diva.
While there are a plethora of international eye lash brands in the market, they’re expensive and also not particularly easy to get hold of. Kim Kardashian may have popularized Huda Beauty Lashes but who can take a trip to Dubai every time they run out of stock or want to experiment with new styles. Enter Zhoosh, a premium mink lashes brand spearheaded by Rabiya Umair. Instep speaks to the upcoming entrepreneur as she launches her new label.
The lashes are reusable up to 25 times if treated with care which means that they’re worth investing in more than disposable lashes that can’t be worn again.
Mink lashes aren’t exactly staple beauty products and not everyone tends to wear lashes regularly. What inspired Umair to bring a localized version of what can only be termed as a niche product into the market? “Seeing so many girls asking if anyone can arrange lashes from Dubai on various Facebook marketplaces left me thinking there’s a great demand for good quality eyelashes in Pakistan, yet they’re not readily available. I started my company to cater to this void in the market,” she answers.
While the demand is high right now, we can’t ascertain whether they’ll remain in fashion for long. Is there enough demand once the trend wears off to sustain the brand? Umair believes there is. “False eyelashes are widely used in Pakistan and they’re only becoming more popular day by day. However, people are used to buying cheap synthetic lashes that they discard after every use. Mink eyelashes on the other hand may seem pricey at first but considering they can be reused multiple times, will cost the same per use and will look and feel significantly better,” she elucidates.
“We have styles to suit all ages and eye shapes. We want to cater to all girls and women who wanted to try false eyelashes but were afraid that they would look too unnatural. We also have fantastic tools to make applying lashes an easy process,” Umair explains while answering our query about her target market. Also considering that the lashes are reusable up to 25 times and cost between PKR 1950 - 2750, you can convince yourself that they’re a reasonable investment.
Though Umair would have loved to keep the production of the lashes in-house and help kick start the beauty manufacturing industry in Pakistan she was unable to do so since mink is not locally available and hence can’t be produced in the country.
