Skincare

What Skincare does

Skincare Pakistan is a Karachi-based, vertically integrated producer and direct-to-consumer retailer of affordable personal-care products, founded in 2005 by Ejaz Rehman and operating a workforce of 251–500 employees. The company sells under six owned sub-brands — SkinWhite (cleansers, beauty bars, whitening creams), Pretty (face washes, lotions, hair removal creams), Nature's Recipe (active-ingredient serums, toners, sunscreen), Keshia (enriched hair oils), Fair Menz (men's face washes, scrubs, fairness cream with SPF 15), and Macho (men's deodorant soaps) — spanning skincare, body care, hair care, and men's grooming, with products priced from PKR 90 to PKR 1,800 across the portfolio.

The commercial stack is built on a Shopify-powered storefront at skincarepakistan.com, supplemented by social commerce on Instagram, Facebook, YouTube, WhatsApp, and TikTok/Reels, with influencer collaborations (Aina Asif, Zainab, Natasha Waqas) functioning as the principal paid acquisition channel. A differentiating feature is the AI Skin Assistant, a conversational widget that maps user-reported skin concerns to catalog SKUs; the company also offers curated bundles at advertised 40–46% discounts. Distribution is primarily Pakistan-domestic cash-on-delivery, with export/international shipping newly enabled, and no physical retail footprint is disclosed.

Revenue mechanics are pure direct product sales at unit pricing with pay-as-you-go billing, no subscription model and no disclosed B2B or wholesale channel. The customer base is mass-market Pakistani consumers split between women (primary) and men (secondary), served via a horizontal segmentation approach — i.e., broad appeal across skin type and concern rather than narrow persona targeting. The company is privately held, has no disclosed funding rounds, investors, M&A activity, regulatory actions, patents, awards, or executive team beyond the founder.

Name

Skincare

Legal name

Skincare Pakistan

Website

https://skincarepakistan.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Skincare Pakistan is a Karachi-based DTC producer and online retailer of affordable skincare, haircare, and men's grooming products sold under six owned sub-brands (SkinWhite, Pretty, Nature's Recipe, Keshia, Fair Menz, Macho) through its Shopify storefront to mass-market Pakistani consumers, with nascent international shipping and an AI consultation tool.

Ownership category

akta.pro rank

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD), Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD)

Keywords

• Skincare products
• Personal care
• Men's grooming
• Haircare products
• Beauty products

Headquarters

HQ city

Karachi

HQ country

Pakistan

HQ region

Asia

Offices1 record

Markets served

Revenue model

1. Direct Product Sales: Direct-to-consumer retail sales of skincare, haircare, and men's grooming products through their e-commerce platform. Products are sold at various price points with periodic discounts and bundle offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Skincare (also known as SkincarePakistan) is a Karachi-based producer and online retailer of natural skincare, haircare, and personal grooming products. Founded in 2005, the company manufactures and sells its own branded product lines including SkinWhite, Pretty, Nature's Recipe, Keshia, Macho, and Fair Menz through an e-commerce storefront, serving Pakistani consumers with cash-on-delivery and 24/7 customer service, alongside international export shipping.

Product overview

SkincarePakistan operates as a Pakistan-based e-commerce platform offering a multi-brand skincare and personal care product portfolio. The company distributes products under owned sub-brands including SkinWhite (face washes, beauty bars, creams), Pretty (face washes, lotions, hair removal creams), Nature's Recipe (serums, toners, sunscreen), Fair Menz and Macho (men's grooming), and Keshia (hair oils). The portfolio spans facial cleansers, serums, treatments, moisturizers, sun protection, body care, hair care, and men's grooming categories. The platform also features an AI Skin Assistant for personalized product recommendations. Products are positioned for various skin types (normal, dry, oily, sensitive) with key ingredients including goat milk, niacinamide, vitamin C, green tea, salicylic acid, and natural botanical extracts.

Differentiator

Problem solved

Functional benefit

Brands

• SkinWhite: Skincare sub-brand offering face washes, whitening creams, beauty bars, and sun protection products
• Pretty
• Nature's Recipe
• Keshia
• Macho
• Fair Menz

Named customers1 record

Segments2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• The Ordinary (DECIEM): Single-SKU-focused active-ingredient skincare brand, owned by Estée Lauder, popular with ingredient-savvy younger consumers globally and increasingly in South Asia. Comparable as an emerging player whose serum-led assortment (salicylic acid, hyaluronic, peptides) directly overlaps with the Nature's Recipe sub-brand.
• CeraVe: L'Oréal-owned dermatologist-positioned skincare brand rapidly expanding across South Asia, competing on cleanser, moisturizer, and SPF categories. Comparable as a fast-growing emerging player whose dermatologist-tested positioning overlaps with the company's "skin-safe & dermatologically tested" claim.

Direct peers

• Eva Cosmetics: Pakistani personal care and cosmetics manufacturer with a portfolio of face washes, creams, lotions, and beauty bars distributed via traditional trade and modern retail. Comparable as a domestic mass-market personal-care producer competing on price and shelf presence in the same Pakistani category.
• J. (Junaid Jamshed): Major Pakistani lifestyle and beauty brand operating retail stores plus e-commerce with a substantial skincare and fragrance portfolio. Comparable as a multi-category Pakistani beauty brand with nationwide retail + online distribution and overlapping sub-brand architecture.
• Saeed Ghani: Established Pakistani herbal skincare and personal care brand founded by the eponymous homeopathic practitioner, selling creams, soaps, hair oils, and fairness products domestically and to the Pakistani diaspora. Comparable as a Pakistan-based branded skincare producer with overlapping SKU categories including whitening/fairness positioning.
• Luscious Cosmetics: Pakistan-based color cosmetics and skincare brand with broad retail and online presence, focusing on affordable mass-market beauty products for Pakistani women. Directly comparable as a Pakistan-based branded skincare/beauty retailer targeting the same mass-market female demographic.
• Hemani International: Karachi-headquartered producer and retailer of herbal/natural skincare, haircare, and personal care products with multi-brand portfolio and strong Pakistan retail and export footprint. Directly comparable as a Pakistan-based multi-brand natural skincare producer-retailer competing for the same Pakistani consumers.

Broad incumbents

• Himalaya Wellness: India-headquartered herbal personal-care company with wide distribution across South Asia, including Pakistan, in face wash, creams, and body care. Comparable as a larger, regionally established natural/herbal skincare player whose Pakistan presence competes head-on with SkinWhite and Nature's Recipe positioning.
• Pond's (Unilever): Global mass-market facial skincare brand owned by Unilever, with deep distribution and heavy advertising presence in Pakistan across face creams, cleansers, and fairness/skin-tone lines. Comparable as a multinational incumbent competing for the same Pakistani mass-market skincare consumer with far larger marketing budgets.
• Garnier (L'Oréal): Global mass-market skincare and haircare brand of L'Oréal, distributed in Pakistan through modern trade and e-commerce. Comparable as a multinational incumbent competing across face wash, moisturizer, serum, and SPF categories for the same value-conscious Pakistani consumer.

Market position

Strengths5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/global_skincare
• Facebookfacebook.com/Skincareglobal
• Instagraminstagram.com/skincareglobal
• LinkedInlinkedin.com/company/skin-care-company

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Skincare