How homegrown ingredients and heritage rituals are fueling a clean beauty movement

In the last few years, Pakistan’s beauty industry has undergone a quiet yet powerful transformation. Gone are the days when international skincare products were the gold standard. Today, there's a growing wave of awareness, consciousness, and pride in natural, locally-made skincare — and it’s more than just a trend. It’s a movement.

From the humble streets of Karachi to the wellness boutiques of Lahore, Pakistani consumers are turning to natural, chemical-free, and sustainable skincare like never before. And behind this boom are pioneering local brands like Crisco Natural Skincare and Organic Roots, who are tapping into centuries-old desi wisdom with a modern twist.

So, what’s driving this green beauty revolution?

1.  A Return to Ancestral Wisdom

Pakistani culture has always had a strong foundation in herbal remedies and DIY skincare. Our grandmothers swore by multani mitti, haldi masks, and rose water spritzes — and science is now backing what they already knew.

As consumers grow more educated, they’re looking for brands that align with the natural, simple, and effective remedies they grew up with — without the hassle of mixing ingredients themselves. This is where brands like Crisco and Organic Roots shine, creating readymade herbal formulations based on indigenous recipes, using locally sourced ingredients.

2.  Fear of Harsh Chemicals

With growing awareness around toxins in commercial skincare — like parabens, sulfates, and artificial fragrances — Pakistani buyers are re-evaluating what goes on their skin. Acne, eczema, and pigmentation are often made worse by overly harsh synthetic products, especially for South Asian skin types.

Natural skincare offers an alternative that’s gentle, non-toxic, and tailored to regional needs. Brands like Crisco proudly advertise products that are free from artificial additives, while Organic Roots even offers vegan, cruelty-free options that appeal to conscious millennials.

3.  Star Ingredients: Homegrown & Healing

Let’s talk about the real heroes of Pakistani natural skincare — our botanicals.

Neem

Rich in antibacterial and antifungal properties, neem is a staple for oily, acne-prone skin. Brands like Organic Roots use cold-pressed neem oil in serums and soaps to help calm inflammation and detoxify the skin.

Sandalwood

A legacy ingredient in Eastern skincare, sandalwood soothes the skin, fights pigmentation, and leaves behind a cooling sensation. Crisco’s sandalwood clay masks are particularly popular among those battling heat-triggered breakouts.

Rose Water

A timeless favorite, rose water is used as a toner, hydrator, and makeup refresher. It's gentle, fragrant, and works beautifully in Pakistan’s dry and humid climates alike. Crisco offers steam-distilled rose water that doubles as a skin mist and mood lifter.

4.  Affordable, Accessible, and Proudly Local

One major reason why the natural skincare boom is resonating in Pakistan is the accessibility and affordability of local brands. Imported skincare is often overpriced due to customs and duties — not to mention rarely formulated for desi skin tones and conditions.

Natural Pakistani brands fill this gap with budget-friendly options that are tailored to our skin, environment, and culture. You’re not just buying skincare — you’re investing in local entrepreneurs, supporting sustainable agriculture, and celebrating national identity.

Brands like Conatural, Crisco, and Organic Roots also sell directly through platforms like Kahani47, Daraz, and Instagram — bringing them closer to young, digital-savvy audiences who want clean beauty without breaking the bank.

5.  Influencer & Celebrity Advocacy

Instagram and TikTok influencers have played a huge role in popularizing natural skincare in Pakistan. From skinfluencers reviewing rose water toners to beauty vloggers comparing haldi masks, social media is bringing natural ingredients to the mainstream.

Celebrities too have jumped on the green bandwagon — often sharing their “totkay” routines that include DIY ubtans, aloe vera masks, and herbal oils, further validating the value of our roots.

6. 🧖♀️ Conscious Living & Sustainability

Finally, the natural skincare boom isn’t just about beauty — it’s about a lifestyle shift.

As climate change becomes a reality, many consumers are reconsidering their consumption habits. They want products that are:

• Cruelty-free

• Plastic-minimal

• Sourced responsibly

• Locally made to reduce carbon footprint

Natural skincare brands in Pakistan are stepping up. Organic Roots, for example, uses biodegradable packaging, and Crisco is known for using glass bottles and recyclable containers. These small choices are helping reshape beauty as an act of sustainability.