How the Sisters Behind Ctzn Cosmetics Embed Their Upbringing, Culture Into the Brand

Ctzn Cosmetics has managed to highlight the great importance of inclusivity by redefining the nude lip.

Produced by three Pakistani sisters, Aleena, Aleezeh and Naseeha Khan, who had been born in Los Angeles but lifted in Dubai, the corporation has stood out not only for its skill to match a customer’s shade when it comes to nude lipsticks, but also mainly because of its aim of education and learning and immersing the sisters’ upbringing and society into the products and solutions.

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Developing up, the Khans had been never ever capable to see themselves in the make-up campaigns that had been currently being marketed at the time, so they made a decision to start out their personal brand to not only suit into the beauty group on their own, but also open up the doorways for some others who also felt the exact same.

“We just couldn’t join and it wasn’t relatable in conditions of visuals, but also shade ranges,” Naseeha Khan, who oversees solution advancement, explained to WWD. “We were being often mixing goods alongside one another. There ended up other folks of colour who felt the very same exact way. So we wished to make a house that seriously encompassed every person for every stroll of existence, that usually means genders as well as ethnicities.”

Thinking about their upbringing, the 3 sisters also thought it was significant to distribute cultural recognition by way of the manufacturer and its products.

For 1, they make it a point to set locations they’ve been to on the packaging of their bestselling Nudiversal Lip Duos. Then on their lip liners, each one is numbered just one to 8 in unique languages. Their preferred, nevertheless, is a segment they coined “Cultutorials,” which is a mixture of tradition and a makeup tutorial.

“Especially in a time of terminate tradition, let’s not shame persons for not figuring out points about various cultures simply because maybe they are not exposed to it,” Naseeha Khan ongoing. “So let us just use our platform and educate so at the very least if they learn a person new matter from one of these chunk-sized video clips, which is type of all we want. It would make us genuinely satisfied.”

Ctzn is most effective acknowledged for its bestselling Nudiversal Lip Duos, developing an inclusive and genderless line of lipsticks and lip glosses with 25 distinct shades of nude. A short while ago, the brand name arrived out with a new assortment of red lipsticks termed “Code Red,” intended to “flatter all skin tones.”

In the age of social media, Ctzn has knowledgeable virality with its products, specially the Nudiversal Lip Duos. In Oct, the brand’s web page crashed following well-liked TikTok elegance influencer Mikayla Nogueira reviewed and examined out the Nudiversal Lip Duo. Income were reported to have greater by far more than 12,000 p.c following the influencer’s video clip.

“Things are taking place on this platform,” Aleezeh Khan, who sales opportunities operations and logistics, explained of their achievement on TikTok. “It’s seriously the new wave and I’m just energized that we’re sort of latest with what is going on there mainly because there’s so significantly opportunity on that platform.”

“From a internet marketing point of view, it also seriously taught me to not underestimate or undervalue TikTok and definitely just reassess exactly where we’re investing our promoting budgets,” claimed Aleena Khan, who prospects promoting and branding. “We’ve in fact had a large pivot immediately after that moment the place it taught us to focus on this application even much more.”

Just one of the explanations why the sisters made a decision to start the brand as a family was owing to their differing personalities, which they think is a toughness.

“We all have our personal silo that we’re essentially superior at. I feel like that’s also why I think it does effectively due to the fact each and every individual is main something,” Aleena Khan said. “I assume which is truly significant for a family organization marriage to be healthier, and I believe there’s so a great deal far more assist and comfort in executing a little something with men and women you rely on.”

Ctzn sisters Aleena, Aleezeh and Naseeha Khan with Sir John. - Credit: Courtesy of CTZN Cosmetics

Ctzn sisters Aleena, Aleezeh and Naseeha Khan with Sir John. – Credit: Courtesy of CTZN Cosmetics

Courtesy of CTZN Cosmetics

Past month, Ctzn appointed renowned makeup artist Sir John, who has labored with the likes of Joan Smalls, Naomi Campbell and Beyoncé, as its main inventive officer. He will do the job closely with the three sisters on even more innovating their items, their brand and pushing their shared messaging on culture ahead.

Over the yrs, Sir John has also turn into an advocate for social problems, these as equality and inclusivity, which aligned with the vision the Khan sisters have and are continually performing towards for Ctzn.

Searching to the future, the sisters hope to go on to develop their natural beauty community globally, the two on the net and in-man or woman, starting up with revamping the brand’s internet site to make it additional local community-targeted to link others close to the environment, furthering their messaging on cultural awareness.

“I feel we’re a beauty brand name that is just targeted on anything that I haven’t viewed other make-up makes concentration on,” Aleena Khan stated. “We’re just so fired up that the cultural recognition, group, global factor is a little something that feels so legitimate to our story and our upbringing, but a thing that we also truly feel like is one of a kind and desired.”

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